China Issues Regulations on Internet Content Multi-Channel Network Distribution Services

On May 29, 2026, China announced the Regulations on Internet Content Multi-Channel Network Distribution Services, commonly referred to as the MCN Regulations. These regulations are set to take effect on September 1, 2026, bringing significant changes to the landscape for internet content multi-channel network (MCN) distribution service providers and the platforms that host them. In a digital era where content creation and distribution largely shape public discourse, these regulations aim to provide a structured framework that governs the operations of MCNs in China.

Understanding MCNs and Their Role

Multi-Channel Networks (MCNs) serve as intermediaries that connect content creators—such as bloggers, vloggers, and influencers—with platforms where their content can be distributed. Their role is crucial in today’s digital ecosystem, as they help amplify creators’ reach while providing monetization avenues. However, with this power also comes the responsibility of ensuring that the content remains within legal and ethical boundaries. That’s where the MCN Regulations come into play.

Registration and Filing Requirements

One of the most pressing aspects of the MCN Regulations is the establishment of stringent registration and filing requirements.

• Business Registration: For MCNs that are not already registered, the regulations mandate that they register with the provincial cyberspace administration as business entities explicitly engaged in "Internet information content multi-channel network distribution services." This is a significant step to ensure that all MCNs operating within China are recognized and regulated by the state.

• Amendments for Current Registrations: Existing MCNs must amend their business scopes within 30 days of the regulations taking effect. This ensures uniformity across all businesses participating in this field.

• Platform Responsibilities: Platforms that host MCNs also carry responsibility. They must conduct due diligence by verifying the qualifications of an MCN before onboarding them. Following this initial verification, Platforms are required to file relevant onboarding information with the provincial cyberspace administration within 30 working days. Any subsequent changes to this information also need to be filed within the same timeframe.

Obligations Imposed on MCNs

The MCN Regulations delineate clear obligations that MCNs must adhere to concerning the content they distribute. These obligations aim to foster accountability and mitigate harmful practices within the digital content ecosystem.

• Content Management: Every MCN must appoint a content management lead and assemble a dedicated content team. This leadership is essential for overseeing compliance with regulations and ensuring that content adheres to standards of ethics and legality.

• Creator Agreements: MCNs are required to sign agreements with the content creators they work with. These agreements should clearly outline the responsibilities related to information security, ensuring that both parties understand their obligations in the digital landscape.

• Enforcement Protocols: Should a creator violate laws or the rules set forth by the platform, MCNs are obligated to suspend or terminate services swiftly, while also informing the platforms.

Prohibited Activities

To maintain a safe and respectful online environment, the MCN Regulations provide a clear list of activities that are strictly prohibited for both MCNs and their creators.

• Hate Speech and Discrimination: Activities that incite hatred, group antagonism, or regional discrimination are forbidden. This aims to create a more inclusive digital space.

• Exploitation: MCNs and creators are expressly prohibited from exploiting vulnerable populations, such as minors and individuals with disabilities, for profit in a manner that harms their dignity or well-being.

• Metrics Manipulation: The regulations also address transparency in reporting. Faking metrics such as views, likes, followers, and ratings is outlawed, ensuring honest engagement with audiences.

• Promotion of Violence: Glorifying crime or disasters, as well as organizing or participating in cyberbullying, are strictly forbidden activities, underscoring the importance of ethical content sharing.

Additional Obligations for MCNs

MCNs are not only responsible for their own content but also for ensuring safe practices regarding the content creators they represent. This includes compliance with laws related to the protection of minors and effective practices in livestream marketing.

• Minor Protection: MCNs must implement mechanisms for age verification and may need to obtain parental or guardian consent when engaging with younger audiences. This is crucial to ensure the safety and well-being of minors in digital spaces.

• Livestream Marketing Compliance: As livestreaming continues to gain popularity, MCNs must establish systems for product selection and a thorough compliance review process to prevent misleading advertising and ensure consumer protection.

In summary, the MCN Regulations mark a significant development in China’s regulatory framework for digital content creators and their networks. As the digital landscape continues to evolve, these rules will serve as essential guidelines that foster responsible content sharing while ensuring that the rights and safety of all participants are safeguarded. As the September 1, 2026, deadline approaches, both MCNs and hosting Platforms must prepare for these new responsibilities to align their operations with the evolving regulatory environment.