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2 clusters · 14 sources · 1 days · First seen · Last updated

China influencer and MCN agency regulation

Overview

China has implemented new regulations targeting Multi-Channel Network (MCN) agencies, the intermediaries managing influencers on platforms like Douyin and Bilibili. Led by the Cyberspace Administration of China (CAC), the ‘Regulation on the Management of Multi-channel Internet Information Content Distribution Services’ shifts enforcement focus from individual creators to the agencies themselves. Under these rules, unregistered MCNs must register with provincial authorities, and agencies are prohibited from activities such as falsifying engagement metrics, exploiting minors, or inciting hatred.

These regulatory changes have significantly impacted the live e-commerce sector. Following measures implemented earlier in 2026, product recommendations by creators are now legally classified as commercial advertising. This shift has prompted major beauty brands to pivot their marketing strategies. Data indicates that 85% of the top 20 beauty brands in China reduced influencer-led promotions in the first quarter of 2026. This decline is attributed to both increased legal risks and lower returns on investment compared to brand-led live streams.

Entities

China · Cyberspace Administration of China · Douyin · Bilibili · YSL

Timeline

  1. 12 days ago

    [BUSINESS] 3 sources
    China beauty brands reduce influencer marketing amid new regulations

    New Chinese regulations classifying influencer recommendations as commercial advertising have led 85% of top beauty brands to reduce influencer-led live e-commerce promotions due to legal risks and lower ROI.

  2. 12 days ago

    [TECHNOLOGY] 11 sources
    China to regulate influencer agencies with new content laws

    China will implement new regulations on September 1 targeting MCN agencies to curb influencer misconduct, including fake engagement, hate speech, and the exploitation of minors.

Sources

24sata.hr · asx.sa.utoronto.ca · biznis.ba · glas-slavonije.hr · glasistre.hr · index.hr · marketing-chine.com · poslovni.hr · ruemasson.com · srpskainfo.com · vecernji.ba · vijesti.ba · vijesti.hrt.hr · visithoustontexas.com