YouTube tightens rules on extreme mukbang content in Asia

Social media platforms and regulators in South Korea and China are tightening restrictions on extreme eating content, commonly known as mukbang. YouTube has increased enforcement of policies regarding content that may promote or depict eating disorders. While standard eating videos remain permitted, content showcasing excessive consumption or specific behaviors linked to eating disorders may face advertising restrictions.

Prominent South Korean YouTuber Tzuyang, who has approximately 13.5 million subscribers, announced a shift toward moderate eating, stating that “eating a lot is no longer the trend.” Other creators, such as Salppaejo and Miso, have reported losing monetization or have been forced to delete hundreds of videos to comply with new guidelines. YouTube’s evaluation process now extends beyond video footage to include titles, thumbnails, and descriptions of body weight or weight loss methods.

In China, regulations against excessive eating have been in place for several years, bolstered by the “Food Saving and Anti-Waste Action Plan” issued in November 2024, which prohibits certain types of wasteful food content.