Has the Chinese Government Attempted to Regulate KOL Marketing?

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There has not been any legislation passed that addresses explicitly the influencer industry, but there have been regulations that directly affect the industry. And we have seen government dictated shutdowns of specific platforms and influencer accounts.

In early 2017 when the Chinese government restricted the promotion of Korean brands in China. Top Weibo influencer received messages directly from Weibo stating that they should cease any Korean product promotions or risk account suspension or deletion.

We have also seen the closing of entire platforms like the mass shut down of live streaming platforms in mid-2017. 

At a granular level, specific accounts have been deleted for spreading subversive, gossip, or morally reprehensible content. 

More recently, we have seen government restrictions on topics like hip-hop and homosexuality.