China’s Qinglang Campaign (清朗行动) - literally meaning a “pure and bright” initiative - is a series of internet governance and content regulation drives led by the Cyberspace Administration of China (CAC, also central Internet affairs office).

These campaigns target illegal, inappropriate, or harmful online content, and aim to maintain a “clean, healthy, and orderly” cyberspace. Over the years, Qinglang operations have evolved to respond to new challenges such as algorithm abuse, AI-generated content, fan culture (“fan circles”), misinformation, and negative online emotions.

This article gives an updated look at Qinglang’s evolution, the 2025 key focus areas, and what implications these have for app developers, content platforms, and publishers.

Origins & Evolution of Qinglang

• The Qinglang Campaign began in 2016, under CAC’s supervision, as a set of “special actions” to clean up websites, apps, and online content.
• Early campaigns focused on removing overt illegal content: pornography, violence, illegal public accounts, improper cloud storage usage, and content targeting minors.
• Between 2017–2019, although the exact “Qinglang” branding was less visible, local governments and CAC continued parallel content governance efforts (e.g. “net ecology governance”).
• In recent years, Qinglang has deepened in scope, adding algorithmic governance, platform accountability, fan culture (饭圈) regulation, AI misuse, and emotional manipulation to its regulatory targets.

2025 Key Focus & Priorities

On February 21, 2025, the CAC announced eight major areas of enforcement for the Qinglang series in 2025.

The 8 Priority Areas in 2025

1. Spring Festival / holiday network environment Crack down on content that provokes confrontation, spreads false information, promotes vulgar culture, or funnels to illegal activities.

2. “We-media” / independent media misinformation Regulate self-media (个人号 / 自媒体) accounts that post misleading content, avoid labeling, or mislead public opinion.

3. Short-video & malicious marketing Target deceptive campaigns in short videos: staged scenarios, false personas, clickbait, controversy stunts.

4. AI misuse & synthetic content regulation Emphasize requirement for clear labels on AI-generated content, crack down on deepfake, synthetic audio/video, algorithmic manipulation.

5. “Black PR / misinformation about companies” (涉企负面造势) Disrupt fake reviews, rumor mills, smear campaigns, and organized negative content targeting enterprises.

6. Protection of minors / summer network environment Strengthen regulation over content accessible to minors, especially during school breaks.

7. Live streaming & tipping / reward chaos Regulate inducements in live streams, banning manipulative tipping models, content that incites tipping via emotional manipulation or obscene means.

8. Malicious promotion of negative emotions / incitement Crack down on grouping, polarization, fearmongering, provocative content in comments, trending topics, or discussion forums.

Additionally, during late 2025, CAC launched a 2-month special sub-campaign focusing on “malicious provocation of negative emotions” across social, short video, live, comment, recommendation, and trending systems.

Key Thematic Trends & New Areas of Emphasis

Beyond the headline priorities, here are some emerging trends worth noting:

• Algorithm Governance & “Information Cocoon” (信息茧房) CAC has asked platforms to reduce echo chambers, diversify recommendation streams, avoid over-personalization that traps users in narrow content bubbles.

• Algorithm Transparency & Accountability Platforms may be required to disclose how recommendation, ranking, and sorting work; audit logs; and mechanisms to prevent manipulation.

• Self-Media / Individual Account Regulation We-media accounts now come under stricter scrutiny. Misleading or unqualified professional content is a target.

• AI & Synthetic Content Labeling Generated text, videos, images must be clearly marked. AI deepfakes, voice synthesis are under crackdown.

• Emotional Manipulation & Polarization Special attention to content stirring up division — e.g. escalating social, regional, class, age conflicts.

Implications for App Developers, Platforms & Publishers

For those building or distributing content apps, especially those targeting China, Qinglang’s evolving priorities have nontrivial effects. Here are key considerations:

1. Content Monitoring & Compliance

• Platforms and apps must strengthen internal content moderation tools — automated filters, review teams, reporting mechanisms.
• Be careful with content categories (e.g. live streaming with tipping, short videos) that are under stricter scrutiny.
• Ensure that AI-generated content is labeled and not misleading.

2. Algorithm & Recommendation Systems

• Diversify recommendation logic to avoid “information cocoon” effects or over-personalization.
• Be prepared for audit or regulatory review of algorithm logs, rules, or model design.
• Offer mechanisms for user feedback (e.g. “not interested”, “dislike”) to allow escape from narrow content loops.

3. Self-media / Contributor Accounts

• If your platform allows user-generated accounts or independent media, enforce credential checks, content quality verification.
• Monitor accounts that publish rumors, sensational content, or lack professional credentials.

4. User Interaction & Community Features

• Comments, live interactions, tipping features are under scrutiny. Be careful with designs that may encourage sensationalism, clickbait, aggressive competition of fans.
• Design tipping or reward models that are fair, transparent, and not emotionally manipulative.

5. Crisis Readiness & Risk Control

• Regularly audit your content flows and features against latest Qinglang rules.
• Maintain logs, evidence, version records to respond in case of regulatory review.
• Be agile to adjust features or content policies during new sub-campaign launches (e.g. the 2-month “negative emotions” campaign).

Conclusion & Outlook

The Qinglang Campaign represents China’s long-term and adaptive approach toward governing its internet space. As content forms evolve — with AI, algorithmic systems, live interaction models — Qinglang keeps expanding its regulatory scope.

For apps, platforms, or content publishers aiming at the Chinese market, staying compliant is not just a one-time checklist: it’s dynamic. Understanding the direction of Qinglang, planning content governance infrastructure, and adopting cautious innovation are key to sustainable operations in China’s digital ecosystem.