According to media reports, the Chinese authorities have introduced a new set of regulatory rules for social media-based content creators, commonly known as influencers, requiring those who wish to discuss certain ‘serious’ topics to first provide proof of the relevant professional credentials or expertise. This means possessing a valid university degree, recognised training, a license or certification before publishing or broadcasting content on regulated areas such as finance, health, medicine, law or education.

While the type and extent of the qualifications required under these new rules deserve analysis, the policy itself appears to be a timely measure. This comes at a time when the number of content creators has surged worldwide, including in Sri Lanka, and their impact on public opinion continues to grow unchecked. Unlike traditional media, social media content creators operate in largely unregulated spaces. They shape perceptions, behaviours and even decision-making processes, but their influence is rarely scrutinised or held accountable.

In Sri Lanka too, there is a discourse on whether the country should consider introducing a regulatory framework for content creators. This concern is not about curbing the freedom of expression, but about addressing the ethical and professional responsibilities that come with influence. In recent years, many Sri Lankan influencers have begun to discuss topics that require specialised knowledge such as health, finance and legal issues. An example is the widespread promotion of skin-whitening creams and cosmetic treatments. Despite repeated warnings by medical experts about the harmful effects of such products, numerous influencers continue to recommend them. Similarly, in the financial sphere, there have been instances where content creators spoke positively about questionable investment plans.

These examples show that influence without expertise can be dangerous. The power to reach millions carries a responsibility to communicate accurate, evidence-based information, especially when discussing issues that affect people’s health, finances or legal rights.

Whether we like it or not, social media platforms have become one of the main sources of information for the general public today. For many, influencers are more accessible and relatable than experts or traditional media outlets. People trust them and follow their advice. A recommendation on a YouTube or a TikTok video can convince 1,000s to buy a product, try a medical treatment or invest money, often without understanding the risks involved. The internet has democratised expression, allowing anyone to share opinions and experiences. However, when anyone can speak on any subject regardless of qualification or credibility, the line between information and misinformation becomes blurred. The very freedom that enables open dialogue also enables manipulation. Therefore, the freedom of expression should be balanced with responsibility and accountability. China’s decision to require proof of professional credentials for content creators addressing specialised topics may seem strict, but it highlights a global question – how do we ensure the information circulating online is accurate, credible and safe for the public?

Sri Lanka does not necessarily have to follow China. However, it can take inspiration from the underlying principle of China’s decision. Information must come with responsibility. A practical approach could involve developing a certification or regulatory mechanism through a recognised body, perhaps with the collaboration of the Information and Communication Technology Agency, the Mass Media Ministry and the relevant professional associations such as the Digital Journalists Association. Influencers who discuss topics such as health, finance or law could voluntarily verify their qualifications or undergo short professional training modules before offering advice to the public.

At the same time, media literacy is crucial. The general public must be educated on how to verify and critically analyse the information that they receive online, and the importance of it. Promoting such programmes and encouraging the responsible consumption of online content is as important as regulating its production.

The rise of online content is not inherently negative. It has created new forms of creativity and entrepreneurship. However, in an age where a single video can reach millions within hours, ensuring that such influence is guided by accuracy and responsibility is not censorship. As Sri Lanka continues to embrace the digital era, it must also prepare to manage its complexities. In these efforts, both regulation and education are important.