China has ordered provincial authorities to crack down on materialistic, violent and sexualised content in locally produced micro dramas, the latest move by Beijing to steer social norms. The campaign targets soft pornography, “distorted views on marriage and relationships” and “ostentatious displays of wealth”, according to a statement from the National Radio and Television Administration.
Micro dramas — serialised, made-for-mobile clips — have exploded in popularity globally, but drawn criticism for their often sensationalist content. Many shows feature wild, fast-moving plot lines about secret billionaire husbands or forbidden romances, designed to keep viewers glued to their screens. There has also been no shortage of shows portraying excessive violence or sexualised characters.
“China orders crackdown on micro dramas featuring soft porn, violence and materialism.”
The media administration said the campaign is one of “great significance for creating a healthy content ecosystem” for the industry. It will address key issues including soft pornography, “materialism and ostentatious displays of wealth”, “distorted views on marriage and relationships”, “feudalistic themes, violent revenge content, vulgar titles and copyright infringement”.
Local authorities are expected to conduct spot checks on production firms in their jurisdictions, which must promptly rectify any issues. The regulator added that it will carry out its own inspections and improve regulations based on the findings.
The crackdown comes amid a wider effort by the Chinese government to guide social norms, including promoting marriages and discouraging harmful ideologies from spreading online. Under President Xi Jinping, Beijing has taken steps to influence social attitudes, including promoting healthy relationships while discouraging the flouting of traditional values.
Micro dramas have grown into a multi-billion dollar industry for China, attracting large audiences worldwide, including in other parts of Asia and Africa. Producers in countries like South Korea and the United States have invested in creating their own 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 approval by authorities.
Major Chinese platforms like WeChat and Douyin — the country’s version of TikTok — have also led crackdowns to remove sexually suggestive material, and taken aim at micro dramas that promoted harmful ideologies including the endorsement of youth misconduct, vigilantism or materialism.