China’s new influencer regulation came into effect on 25 October and is an most assertive attempt to enforce expertise and empirical knowledge in digital content. The rule requires creators discussing regulated topics like finance, law, medicine, and education to hold recognised qualifications before they can publish online.
For marketing leaders, it’s a compliance story, but also signals changes to the ways that platforms and audiences define digital credibility. The regulation will reshape how Chinese brands select influencers. It’s likely that there will also be influence (apologies for the weak pun) on global content standards.
In Spain, the 2024 “Influencer Law” takes a parallel approach, requiring creators with annual income above €300,000 or in excess of a million followers to register and comply with advertising rules. While European regulation focuses more on transparency and fiscal accountability than content expertise, the direction is similar: institutionalising professional responsibility in the creator economy.
In markets like Spain and China, where influencer engagement is part of digital strategy, this adds a new layer of operational due diligence. The shift will push marketers to weigh creative authenticity against expertise, especially in high-trust categories such as healthcare, fintech, and education.
With marketing canon stating the importance of trust between brand and customer, marketing professionals should be aware that legislation – currently limited to specific countries – reflects the public’s mood for transparency and honesty in all communications from businesses and organisations.
Business impact of influencer ethics
In China, platforms such as Douyin, Bilibili, and Weibo must now verify influencer credentials and require disclosure of which content draws on research, or AI-generation. The Cyberspace Administration of China (CAC) has also extended accountability to the platforms carrying the messages, mandating they educate users about responsible sharing of posts. It also extends to restrictions on advertising medical products and health foods.
For global brands, this means campaigns have to be adapted. Influencer ethics will need to be manifest in briefs, initially in China and Spain, and should to include credential checks, approved citation standards, and legal sign-off.
Some digital ecosystems are quietly enforcing their own accountability systems. Google’s “Your Money or Your Life” (YMYL) policy sets standards in experience and trustworthiness about health, finance, or legal advice, with assessment through its EEAT framework. YouTube and Instagram have expanded labelling for paid promotions, although enforcement is a hit-and-miss affair.
The developments point to the beginning of a reappraisal of digital marketing ethics. Brands that depend on influencer-driven awareness don’t necessarily have to navigate a complex mesh of jurisdictional compliance, but the legislative winds are blowing.
Implementation and challenges
Credential verification adds administrative overhead, and creative teams’ choices of influencers should now entail deeper research into the knowledge and experience of their chosen spokespeople. For creative teams it means balancing spontaneity with substantiated expertise. Overheads to be sure, but the benefits to brand value of more trustworthy content will be immeasurable.
Influencer culture thrives on relatability and speed. “Successful roll-outs depend on retraining content teams and redefining what authenticity means under compliance pressure,” says one Shanghai-based marketing strategist. “If you don’t invest in those changes early, campaigns will stall.”
Strategic takeaways for marketing leaders
- Reassess influencer due diligence. Marketers operating in China or Spain need to establish verification workflows for creators, especially when discussing regulated subjects.
- Map compliance impact across regions. Spain’s legislation and Google’s EEAT guidelines suggest a broader shift toward expertise-based governance. Prepare for similar measures in other jurisdictions.
- Balance creative freedom with accountability. While policies and legislation in some territories may appear restrictive, they should raise professional standards in the creator economy. Transparency and expertise strengthen consumer trust and the overall credibility of any campaign.
For enterprise marketers, the lesson isn’t to avoid and lobby against regulation but to anticipate it. Building credibility into campaign design is as important as reach and engagement. Successful influencer marketing will happen when creative authenticity is combined with operational discipline, and be able to prove it.
(Image source: “Under the Influence – How to Fake Your Way Into Getting Rich on Instagram: Influencer fraud, Selfies, Anxiety, Ego, and Mass Delusional Behavior” by Trey Ratcliff is licensed under CC BY-NC-SA 2.0.)
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