The National Internet Information Office plans to introduce new regulations for the management of MCN institutions: Prohibit 12 types of behaviors such as maliciously riding on hot topics.

In order to regulate the Internet information content related business activities of MCN organizations, protect the legitimate rights and interests of citizens, legal persons, and other organizations, and create a clean online space, in accordance with the "Cybersecurity Law of the People's Republic of China" and the "Regulations on the Protection of Minors' Internet Information", the Cyberspace Administration of China has drafted the "Regulations on the Management of Business Activities Related to Internet Information Content Distribution Services by MCN Organizations (Draft), and is now seeking public feedback. Members of the public may send their feedback via email to: mcnjg@cac.gov.cn The deadline for feedback is February 9, 2025. Cyberspace Administration of China January 10, 2025 Regulations on the Management of Business Activities Related to Internet Information Content Distribution Services by MCN Organizations (Draft) Article 1 In order to regulate the Internet information content related business activities of Internet information content distribution service agencies, protect the legitimate rights and interests of citizens, legal persons, and other organizations, and create a healthy online ecosystem, these regulations are formulated in accordance with the "Cybersecurity Law of the People's Republic of China, and the Regulations on the Protection of Minors' Internet Information". Article 2 These regulations apply to Internet information content distribution service agencies operating within the territory of the People's Republic of China engaged in Internet information content related business activities. The term "Internet information content distribution service agencies (MCN organizations)" as used in these regulations refers to organizations that provide planning, production, marketing, brokerage, and other related services for Internet content producers on Internet content service platforms. Article 3 Internet information content distribution service agencies engaged in Internet information content related business activities shall comply with laws and regulations, adhere to the correct political direction, public opinion orientation, and values, promote the core socialist values, follow public order and good customs, abide by commercial ethics, and maintain a healthy online ecosystem. Article 4 Internet information content service platforms shall require Internet information content distribution service agencies engaged in Internet information content related business activities on their platforms to complete the registration procedures and shall focus on reviewing the following matters: (1) Whether they have completed the registration of the operating entity in accordance with the law; (2) Whether they have appointed a content management responsible person and have content review personnel appropriate to their business scope and service scale; (3) Whether they have sound systems for content security, personnel management, and training, etc. Article 5 Internet information content service platforms shall, within 10 working days from the date of entry of Internet information content distribution service agencies on their platforms, complete the filing and registration formalities with the provincial-level internet information office at the location of the platform. If there are changes to the filing and registration information, the internet information content service platform shall, within 10 working days from the date of the changes, complete the necessary procedures with the provincial-level internet information office at the location of the platform. Internet information content distribution service agencies engaged in activities such as performances and programs shall obtain relevant qualifications or service qualifications in accordance with the law and regulations. Article 6 Internet information content service platforms shall strengthen the daily management of Internet information content distribution service agencies on their platforms, organize regular training on laws and regulations and rules and regulations in content management, and promptly report to relevant departments about work requirements. Internet information content service platforms shall establish and publicize rules for the management of Internet information content distribution service agencies in a prominent manner to remind agencies of their obligations to comply with, while content producers shall assist and cooperate with agencies in fulfilling the obligations specified in these regulations. These platform rules shall be reported to the internet information office. Article 7 Internet information content service platforms shall establish a hierarchical management system based on the compliance status of Internet information content distribution service agencies, the number of accounts under their control, and total number of followers, and shall take corresponding management measures to prevent information content risks. Article 8 Internet information content service platforms shall require Internet information content distribution service agencies to register back-end management accounts and bind them to their network accounts. During the registration process or when there are plans to change account information, Internet content producers shall declare information about their affiliated agencies. For account binding, unbinding, and other operations between Internet information content distribution service agencies and network accounts, internet information content service platforms shall strengthen their review procedures and standardize the process. Article 9 Internet information content service platforms shall prominently display the name of the Internet information content distribution service agency to which an account belongs on the account information page. Article 10 Before Internet content producers under contract with Internet information content distribution service agencies publish information on their contracted network accounts, they must fulfill their obligation to review and publish information in compliance with regulations, and keep records of the review for future reference. Internet content producers are responsible for the content they publish, and in the event they dispute the review results of their affiliated agencies, they may appeal to the internet information content service platform. Article 11 Internet information content distribution service agencies shall not engage in unauthorized manipulation of their network accounts and shall not allow third parties to use their back-end management accounts or network accounts in any form. Article 12 Internet information content distribution service agencies shall not directly or organize, incite, hire, or assist their contracted network accounts to engage in the following behaviors: (1) Creating and spreading online rumors through topic manipulation, synthetic forgery, speculation, or editing; (2) Inciting netizens emotions, deliberately causing group antagonism, creating negative topics to divide consensus, and disturbing the online order; (3) Collecting negative information, stirring up old news and events, exploiting hot social events, and misleading the public; (4) Maliciously exploiting hot social events through added tags or posting unrelated content; (5) Sensationalizing sudden incidents, exploiting disasters, displaying details of illegal acts, and violating regulations; (6) Exploiting "internet celebrity children" for profit, packaging and promoting minors, affecting their mental and physical health; (7) Promoting negative values, spreading unhealthy lifestyles, and encouraging low-level interests; (8) Creating false or misleading backgrounds, plots, and character development for unethical marketing purposes; (9) Fabricating data such as attention, views, clicks, ratings, votes, or consumption amounts, falsifying traffic through manual or technical means, and mass-publishing similar materials."Network water army behaviors such as content improvement."(10) Organizations shall not concentrate on individuals to publish online violence information that contains insults, rumors, defamation, incitement of hatred, coercion, invasion of privacy, as well as accusations, mocking, discrimination, or any other content that affects mental and physical health. (11) Engaging in illegal internet news information services. (12) Any other behaviors that violate laws and regulations. Article 13: Internet information content service platforms should establish a special reporting channel for multi-channel distribution services of network information content, and deal with public complaints and reports promptly. Internet information content service platforms should link verified complaint and report situations with the multi-channel distribution services of network information content, as a basis for evaluating the compliance of organizations. Article 14: Internet information content service platforms shall take measures in accordance with laws and contracts against multi-channel distribution services of network information content organizations that violate laws, regulations, platform rules, and entry agreements, such as warnings, correction within a time limit, temporary suspension of profit-making permissions, restrictions on providing services, withdrawal of entry, inclusion in the platform blacklist, and report to the internet information department. If illegal or irregular behavior is found in network accounts, internet information content service platforms shall deal with the organizations to which the network accounts belong in accordance with laws and contracts. Article 15: Internet information departments shall conduct supervision and inspections on internet information content service platforms and multi-channel distribution services of network information content organizations according to the implementation of these regulations. Internet information content service platforms and multi-channel distribution services of network information content organizations shall cooperate with the internet information department in carrying out supervision and inspections in accordance with the law, providing necessary data and technical support. Article 16: Network information content multi-channel distribution service organizations that seriously violate laws, regulations, or these regulations shall be included in the internet blacklist by the internet information department in accordance with laws and regulations, and coordinated action shall be taken. Internet information content service platforms shall not handle their entry procedures for a certain period of time. If internet information content service platforms fail to fulfill their obligations or are not performing their duties effectively, the internet information department shall issue warnings, criticisms, and orders for rectification based on their responsibilities. During the rectification period, the entry of multi-channel distribution services of network information content organizations may be temporarily suspended. Article 17: If multi-channel distribution service organizations of network information content violate these regulations and cause harm to others, they shall bear civil liability in accordance with the law. If it constitutes a crime, criminal responsibility shall be pursued. If it does not yet constitute a crime, the relevant departments, such as the internet information department, shall handle it according to their respective responsibilities in accordance with relevant laws and regulations. Article 18: These regulations shall come into effect from [date]. This article is compiled from the official website of the "National Internet Information Office." Editor: Jiang Yuanhua.