China’s Crackdown on Influencers: A New Era for Intellectual Property
In October 2025, The Cyberspace Administration of China (CAC) announced that anyone producing online content in areas such as law, finance, education, or healthcare must now possess verified professional credentials.
The move is part of a broader push to restore trust in online information and to ensure that digital content, often indistinguishable from professional advice, meets a minimum threshold of expertise.
Influencers, or “key opinion leaders,” often command vast audiences, some larger than mainstream news outlets. Their opinions can sway investment choices, health decisions, and even legal perceptions. Platforms such as Douyin and Weibo are obligated to verify these credentials and remove unverified content, with fines reaching substantial sums for non-compliance.
Implications for Companies
For brands and businesses, the implications extend far beyond China’s borders. Any company collaborating with creators who target Chinese audiences must now consider whether their marketing partners meet these new professional standards. A creator offering “advice” without credentials risks not only content removal but also reputational damage for associated brands.
For platforms, the law transfers part of the compliance burden. They are expected to act as gatekeepers, verifying qualifications and filtering misleading claims. This adds operational complexity but also increases accountability for what is published under their watch.
And for intellectual property owners, a new challenge emerges, one that intertwines expertise with ownership.
The IP Argument
While the regulation’s purpose is to curb misinformation, its side effect is to heighten scrutiny over who owns and controls the content that circulates online.
Authorship and Ownership
Influencer-generated content frequently sits in a grey area: is it owned by the creator or the commissioning brand?
Under Chinese copyright law, unless otherwise stated in a written agreement, creators retain ownership of their work, even if paid by a brand.
With credential verification now in play, influencers will have greater leverage to negotiate ownership and usage rights, as their “expertise” becomes a recognised form of intellectual capital.
Use of Protected Works
The professionalisation of online content means that regulators and platforms are likely to monitor copyright infringement more closely.
The unauthorised use of third-party images, music, or written material, which once went unnoticed in the fast-moving influencer space, could now attract penalties or takedowns.
Cross-Border IP Risk
Brands operating globally face a dual challenge: compliance with local credential rules and adherence to international IP standards.
Content created for a Chinese audience may need additional clearance for music, images, or AI-generated visuals that are licensed differently across jurisdictions.
AI-Generated Content
As AI tools become more prevalent in content creation, questions around originality and rights ownership are becoming urgent.
The Chinese regime’s focus on “traceable credibility” may soon extend to requiring disclosure when AI is used, adding yet another layer of IP and compliance consideration.
Why This Matters Globally
This law is unlikely to remain an isolated development. Other jurisdictions, particularly those grappling with online misinformation and unlicensed professional content, are likely to follow suit.
For the global creator economy, this could create a new norm:
Verified expertise becomes a prerequisite for influence.
Platforms evolve into regulators of intellectual and professional authenticity.
IP ownership, licensing, and content rights become central to digital strategy rather than afterthoughts.
What Brands and Rights Holders Should Do Now
From a legal and strategic standpoint, businesses should consider three immediate actions:
Review Contracts with Influencers
Ensure agreements clearly define ownership of all created content.
Include clauses on credential verification, platform compliance, and indemnities in case of takedown or fines.
Strengthen IP and Rights Management Processes
Conduct thorough rights audits before publishing content targeting China or featuring Chinese platforms.
Verify that all music, images, or AI-generated elements are appropriately licensed.
Monitor the Regulatory Ripple Effect
Keep a close watch on similar developments in other regions.
The expectation of “qualified creators” could easily spread to industries such as fintech, healthcare, or professional consulting across other major markets.
China’s new influencer credential law marks a fundamental recalibration of digital credibility. It reflects a world where content is no longer viewed as casual expression but as a form of regulated expertise and where intellectual property sits at the core of that expertise.
How Can Gerrish Legal Help?
Gerrish Legal is a dynamic digital law firm. We pride ourselves on giving high-quality and expert legal advice to our valued clients. We specialise in many aspects of digital law such as GDPR, data privacy, digital and technology law, commercial law, and intellectual property.
We give companies the support they need to successfully and confidently run their businesses whilst complying with legal regulations without the burdens of keeping up with ever-changing digital requirements.
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