In China, platforms resembling Douyin, Bilibili, and Weibo must now confirm influencer credentials and require disclosure of which content draws on research, or AI-generation. The Cyberspace Administration of China (CAC) has also prolonged accountability to the platforms carrying the messages, mandating they educate users about responsible sharing of posts. It also extends to restrictions on promoting medical products and health foods.
For global brands, this implies campaigns should be adapted. Influencer ethics will must be manifest in briefs, initially in China and Spain, and should to incorporate credential checks, approved citation standards, and legal sign-off.
Some digital ecosystems are quietly enforcing their very own accountability systems. Google’s “Your Money or Your Life” (YMYL) policy sets standards in experience and trustworthiness about health, finance, or legal advice, with assessment through its EEAT framework. YouTube and Instagram have expanded labelling for paid promotions, although enforcement is a hit-and-miss affair.
The developments point to the start of a reappraisal of digital marketing ethics. Brands that rely upon influencer-driven awareness don’t necessarily should navigate a posh mesh of jurisdictional compliance, however the legislative winds are blowing.
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