Illustration: Chen Xia/GT

China's cyberspace administration has launched a three-month campaign to crack down on malicious marketing in the short-video sector to foster a clean and healthy online environment, according to a circular issued by the Office of the Central Cyberspace Affairs Commission on Tuesday.

This marks the latest intervention to restore trust between online platforms and users while steering the short-video industry back to healthy, content-centric competition.

Starting from Tuesday, the campaign will focus on addressing issues in malicious marketing within the short-video domain, such as staged fake content, the spread of false information, actions that violate public order and social customs, and illegal traffic-driven marketing. The initiative aims to protect the legitimate rights and interests of netizens and promote the healthy and orderly development of the short-video industry, the office said. 

Zhu Wei, a professor at the China University of Political Science and Law, told the Global Times on Tuesday that the three-month campaign serves as an integral part of a broader initiative to purify the online environment over the long run.

If malicious marketing or the spread of false information involves fraud or infringes upon the legitimate rights and interests of others, short video creators must bear corresponding criminal or civil liability. The new campaign focuses on publicizing typical cases and the outcomes of their penalties, providing concrete examples to support long-term governance efforts, Zhu noted. 

Key offenses include staging emotionally manipulative content to exploit public sympathy for financial gain, as well as using deepfakes and altered audio or visuals to fabricate stories, the office said.

The campaign underscores the importance of accountability, requiring short video platforms to curb malicious marketing. Platforms and accounts found in serious violation will face strict penalties, the Xinhua News Agency reported on Tuesday. 

In an era in which emotionally charged, misleading content is churned out by AI, internet users are increasingly left questioning what's real and what's staged. The new move sends a clear message: Trust is the currency of the digital age, and without it, no platform or content creator can sustain long-term value. By weeding out fabricated content and deceptive tactics, the initiative works toward reestablishing a clean, transparent, and credible short-video environment.

As of December 2024, China's short-video user base had reached 1.04 billion. On average, users spend 156 minutes per day on short-video apps, making it the most-used category among all internet applications, according to an annual report on China's internet audiovisual development sent to the Global Times by the China Netcasting Services Association.

The report shows that the proportion of users using AI tools for image and video creation rose from 25.6 percent in June 2024 to 31 percent in December 2024.

Zhu said that combining AI algorithms with credit-based user management, short video platforms can reward creators who engage audiences through substance rather than spectacle.

Platforms can use algorithmic recommendations to prioritize high-quality, meaningful content, while lowering the credit scores and visibility of users who violate guidelines. This not only reduces the spread of low-quality or harmful content, but also encourages a more value-driven content scene, he said. 

Self-media platforms, represented by short videos, have experienced rapid growth thanks to the advancement of AI, becoming significant channels for netizens to express opinions, share their lives, and obtain information. However, incidents of malicious hype by some users aiming to garner traffic, exposure, and economic gains, occur from time to time.

A self-media account in Zhengzhou, Central China's Henan Province, was found guilty of disseminating false information about a knife attack, disrupting online communication order and causing negative social impact. The account user was detained by the local police, the local cyberspace administration reported in March. 

The short video industry has been driven by a "traffic at all costs" mind-set. In pursuit of vitality, some creators cross ethical and even legal lines - exploiting public sympathy, faking tragedies, or manipulating AI-generated content for shock value. This campaign aims to shift the industry narrative - from chasing clicks to creating mutual value for both creators and audiences. 

By cracking down on disinformation and clickbait content, the campaign levels the playing field for creators who focus on authenticity, quality, and meaningful storytelling. 

The new move is part of the Clear and Bright campaign initiated by ­China's cyberspace authorities to combat different forms of online misconduct and foster a cleaner and more orderly cyberspace environment.

This special campaign is more than just a clean-up effort. It's a cultural reset for China's digital content scene. By championing integrity over instant gratification, it lays the groundwork for a more sustainable, value-driven path - one where creators are not only viral, but also valuable.

The author is a reporter with the Global Times. life@globaltimes.com.cn