Chinese platforms are significantly more advanced in Child Safety standards and regulations compared to global platform equivalents
Building on IPG Mediabrands work in the media responsibility space, which includes the Media Responsibility Index and Dis/Misinformation Challenge for Marketers; a new study by Mediabrands APAC ‘Media Responsibility – A China Perspective’ examines the largest Asian market which has a vastly different online ecosystem, China.
China, as a nation, has witnessed the significant impact that social media can have on society, and with a goal to protect its citizens they have rolled out some of the most rigorous and direct regulations in the world. As a result, Media Responsibility practices in China are steered by the regulatory landscape, and the areas of focus for internet companies are set out by the national core values.
The in-depth research which utilizes Mediabrands expertise, sourced platform insights and public information, is focused around four ESG influenced priority areas established by Mediabrands to complement their Media Responsibility Principles launched in 2020. These are: 1) Safety; 2) Inclusivity; 3) Data Ethics; and 4) Sustainability.
Within the report, Mediabrands examines platforms policies, techniques and processes within the four priority areas as well as highlighting the proactive measures the platforms are, and are not taking. Notable observations include:
- One of the seven platforms researched had a Net Zero Carbon commitment.
- Five of seven platforms have emissions reductions plans.
- All platforms have strong safety polices and advanced content moderation efforts.
- All platforms have a policy against discrimination on the platform.
- Six platforms have a child or teen safety mode.
- Multiple platform’s commit to harmony and equality through unique polices such as wealth exaggeration, image manipulation, and world leading child & teen safety modes.
- Significant efforts have been made into data security and China’s advanced privacy law.
- All platforms have clear misinformation policies
- All platforms have significant fraud prevention measures, where the focus is on scams and accounts that are misleading users.
There has been a large focus within China to set out regulations which bring forth core values, reduce harm online, protect citizens, and create an environment in which the internet companies can prosper. Notable regulations include: Personal Information Protection; Cyber Security; Algorithm Regulation; and Child Protection.
Many of these regulations and laws are new and consistently updated, with the aim of keeping pace with the ever evolving online eco-system. This contrasts with Government’s around the world who have been slow to regulate and keep pace with change in the social media landscape.
Key findings of the ‘Media Responsibility – A China Perspective’ report include:
- Chinese platforms are significantly more advanced in Child Safety compared to global platforms. Every major China platform with a high potential for child or teen usage has a safety mode for this purpose, versus only TikTok and more recently Instagram who are implementing measures.
- User accountability on China platforms is significantly higher. In most cases when users sign up to an account, they need to provide a phone number, which requires the use of government I.D. to acquire.
- Some platforms have made progressive strides with expansive discrimination policies, strong company diversity policies as well as strong environmental sustainability credentials.
- Platforms in China are actively pushing a strong message around bio-diversity and environmental issues with specific content programmes focused on the issue.
- Red / Xiaohongshu, China’s answer to Instagram has implemented policies against over-retouching for beauty images. Global equivalents have been criticized for their action in this area, and the impact it has on users, especially younger users.
- The environment has led to more uniform content polices across the platforms. This in comparison to global platforms who largely set out their own overarching concept for what is tolerated on platform.
Harrison Boys, Director Standards & Investment Product, Mediabrands APAC, and author of the report commented “China has been an unknown quantity for many global marketers when it comes to content online and concerns around brand safety. This report helps to uncover the approach of the platforms and reassure marketers that online content control is on par and often exceeds major international platform standards. Additionally, the report will also give marketers insights into Corporate Social Responsibility topics, tailored to the Media landscape.”
Leigh Terry, CEO Mediabrands APAC added, “Given the unique digital ecosystem in China this is an invaluable guide for local, regional and global clients. We place an immense level of importance at Mediabrands around the work we have led over the last couple of years on the topic of digital platform media responsibility, and how we can help our clients and the platforms work better together through a heightened sense of understanding in such a fast moving and complex space.”
