Beijing has ordered provincial authorities to clamp down on materialistic, violent and sexualised content in locally produced micro dramas — the serialised, made-for-mobile clips that have exploded into a multi-billion dollar industry and drawn huge audiences worldwide.
In a statement this week, China’s National Radio and Television Administration said the campaign targeted content portraying soft pornography, “distorted views on marriage and relationships” and “ostentatious displays of wealth”. The regulator described the crackdown as “of great significance for creating a healthy content ecosystem” for the fast-growing sector.
“China orders crackdown on micro dramas over soft porn, violence and materialism.”
Micro dramas have surged in popularity globally in recent years, but have drawn criticism for their often sensationalist content. Many shows feature wild, fast-moving plot lines — from secret billionaire husbands to forbidden romances — designed to keep viewers glued to their screens. There has also been no shortage of shows portraying excessive violence or sexualised characters.
The campaign is part of a larger effort by the Chinese government to guide social norms, including promoting marriages and discouraging harmful ideologies from spreading online. It will address key issues including soft pornography, “materialism and ostentatious displays of wealth”, “distorted views on marriage and relationships”, as well as “feudalistic themes, violent revenge content, vulgar titles and copyright infringement”, the statement read.
Local authorities are expected to conduct spot checks on production firms in their jurisdictions, which will be required to promptly rectify any issues that surface. The media regulator added that it will carry out its own inspections and improve regulations based on the findings from the campaign.
Micro dramas have grown into a multi-billion dollar industry for China, attracting large audiences worldwide, including in other parts of Asia and even Africa. Producers in countries like South Korea and the United States have invested in creating their own micro drama studios to tap the booming sector.
Last year, the sector’s growth prompted the Chinese government to order that high-profile and sensitive micro drama productions needed to be approved by authorities. Major Chinese platforms like WeChat and Douyin — the country’s version of TikTok — also led crackdowns to remove sexually suggestive material, and took aim at micro dramas that promoted harmful ideologies including the endorsement of youth misconduct, vigilantism or materialism.
Under President Xi Jinping, Beijing has taken steps to influence social attitudes in China, including by promoting healthy relationships while discouraging the fl…