China Self-Publishing: New Rules Impact Authors

Despite a longstanding history of strict media oversight in China, a vibrant ecosystem of independent content creators has thrived on social media platforms such as Tencent’s WeChat and ByteDance’s Toutiao. Within the Chinese internet community, these individual publishers are known as “We Media,” a term that highlights the autonomous influence of citizen journalists and content producers.

However, these self-publishers have consistently needed to exercise caution regarding their published material, facing the risk of censorship if their content is considered unlawful or unsuitable.

The range of subjects they address is extensive, encompassing areas from fashion and culinary arts to political discourse and current events. WeChat, a prominent platform for these independent publishers, indicated last July that it hosted 20 million “public accounts”—channels for individuals to disseminate content and, in the case of businesses, connect with their clientele. Recently, WeChat founder Allen Zhang revealed that 360 million users accessed articles published on WeChat public accounts in 2020.

Sina Weibo, often described as China’s equivalent of Twitter, has long been a magnet for citizen journalists. During the initial stages of the COVID-19 pandemic, a significant number of Chinese users turned to Weibo, seeking information from accounts like that of Fang Fang, a writer who documented her experiences in Wuhan.

Currently, a new development in China’s internet governance is poised to further restrict the activities of the country’s numerous self-publishers.

According to a new regulation released on January 22 by the Cyberspace Administration of China, the nation’s internet regulatory body (translation available here), public accounts “providing online news service to the public must acquire the Internet News Information Permit and other pertinent media credentials.”

In the subsequent days, WeChat, Baidu, Sohu, and other online service providers began informing publishers about this new requirement. WeChat’s notification stated, “If your account does not possess the necessary accreditation, you are advised to refrain from editing, reporting, publishing, or commenting on news related to politics, the economy, the military, foreign affairs, or other significant current events.”

The message further emphasized, “The WeChat Public Account Platform is dedicated to maintaining a safe and positive online environment for its users.”

The mandate for news accreditation will likely prove detrimental to independent social media publishers who have assumed journalistic roles, especially those focusing on political topics. One WeChat account publisher shared with TechCrunch, “Obtaining this permit is not straightforward unless you are an established news organization or possess substantial resources and connections.”

While avoiding sensitive subjects, such as U.S.-China relations, is standard practice, the boundaries of acceptable content vary slightly across different platforms, according to a self-publisher specializing in finance. “It often requires testing the limits yourself,” this individual noted.

China’s control over news extends to all areas of the internet, and regulations are continually adjusted to keep pace with the rapid growth of new media formats, such as microblogs and live streaming.

From 2017 to 2018, the cyberspace authority issued news permits to a total of 761 “internet news services,” which collectively operated 743 websites, 563 apps, 119 forums, 23 blogs, 3 microblogs, 2285 public accounts, one instant messenger, and 13 live streaming services. Essentially, delivering hard news is prohibited for internet services in these categories without a news license. The methods by which platform operators like WeChat and Sina Weibo will enforce these rules remain to be seen.

Increased scrutiny of online information may be beneficial in combating the spread of misinformation. The new regulation also encourages operators to implement measures, such as a creator blacklist, to eliminate false news. However, the International Federation of Journalists cautioned that the regulation as a whole could negatively affect freedom of expression in China.

“This broadly worded new rule arrives at a time when ‘self-media’ has become extremely popular in China and journalists have begun utilizing these platforms to publish work that was previously rejected by their organizations,” the IFJ stated in a press release on January 28.