China's top internet regulator announced on Saturday a new initiative to standardize the labeling of short video content, aiming to curb the spread of misleading information and maintain a healthy online environment.

国家互联网信息办公室3月21日发布新规，要求规范短视频内容标注，遏制虚假信息传播，维护清朗网络空间。

The Cyberspace Administration of China (CAC) stated that inconsistent labeling standards across various platforms have allowed fictionalized narratives, staged marketing and AI-generated content to go unlabeled, misleading the public and disrupting social order.

中央网信办指出，由于各平台标注标准不一，导致虚构剧情、摆拍营销、AI生成等内容未作标注，严重误导公众认知，扰乱社会秩序。

Under the proposed guidelines, platforms must standardize mandatory tag categories and make labeling a compulsory step in the publishing process. Beyond new uploads, the regulator will also require platforms to retroactively tag existing content to ensure universal compliance.

根据中央网信办的部署，各平台须规范强制标注类别，并将标注设定为发布流程中的强制环节。除新增内容外，平台还需对存量内容进行回溯标注，确保全面合规。

Six major platforms — Douyin, Kuaishou, Tencent, Xiaohongshu, Bilibili and Weibo — have begun retrospective action, removing more than 37,000 misleading or staged videos and penalizing over 3,400 accounts. Approximately 600,000 videos have been updated with appropriate labels, while the platforms have also optimized their interfaces to ensure ease of use for creators.

抖音、快手、腾讯、小红书、哔哩哔哩、微博等六家重点平台已开展存量标注工作，累计清理虚假或摆拍内容3.7万余条，处罚账号3400余个，补充标注短视频60余万条，并同步优化发布界面，方便用户进行标注。

The CAC stated that it will soon be issuing a clear timeline for the implementation of the requirements nationwide, while the regulator warned that it will conduct inspections to gather evidence and will strictly penalize and publicly expose accounts or platforms that fail to comply with the new labeling standards.

下一步，中央网信办将明确具体工作要求和工作进度安排，在全国范围内统一部署推进规范短视频内容标注工作，并同步开展巡查取证，严惩未按要求进行标注的账号和主体责任落实不力的网站平台，公开进行曝光。

curb /kɜːrb/遏制

staged marketing /steɪdʒd ˈmɑːrkɪtɪŋ/摆拍营销

retroactively /ˌretroʊˈæktɪvli/追溯地；有追溯效力地

英语新闻丨中央网信办发布视频新规