Self-made programs by an online celebrity were ordered to be removed from video hosting websites due to their vulgarity, amid a campaign by China's film watchdog to clear vulgar video content from the Internet.

Videos by Jiang Yilei - an online celebrity known as Papi Jiang, who has over 10 million social media followers - were ordered to be removed and modified before they may be reposted online, according to the State Administration of Press, Publication, Radio, Film and Television (SAPPRFT), the People's Daily reported Monday.

According to public complaints received by SAPPRFT and reviewed by experts, Papi Jiang's frequent use of profane terms such as "f---" and "b----" in her videos needs to be adjusted so as to conform with standards for online programs, said the report.

Zhu Wei, a media expert at the China University of Political Science and Law, told the Global Times that he applauds the removal, saying it will send a signal that China is strengthening its efforts against vulgar content.

Zhu noted that such content should be curbed and regulated, as it often violates society's moral values and may contain illegal content.

Papi Jiang's videos have been played over 290 million times on domestic video platforms like Tencent, Youku and Bilibili.

On average, each of her videos has received 7 million hits, while the most-viewed video, entitled "People who were disgusting when they were in a relationship," was watched 20 million times online, news outlet thepaper.cn reported.

Her videos remained available for viewing on domestic video platforms as of press time, and she released a new video on her WeChat account just hours after the removal notice, together with a statement saying she will support the order for adjustment and will watch her language to "spread positive energy."

Jiang, a 29-year-old graduate student at the Central Academy of Drama, received 12 million yuan ($1.86 million) in funding from investors in March.