China’s Cyberspace Administration, the national internet regulator, has initiated a crackdown on social media influencers flaunting their wealth.
The move aims to curb the trend of influencers competing to showcase their opulence to attract more followers, a behavior that has reportedly led some to engage in fraudulent activities to meet their ‘wealth targets.’
The authority expressed concern that such online content creates a distorted perception of reality among ordinary Chinese citizens, fostering unrealistic expectations and pressures.
“Ordinary Chinese see all this online content that’s so disconnected from reality and people who seem so happy and wealthy; it creates a pretty warped psychology,” stated a representative leading the crackdown. “In most cases, it transforms the straight thinking of people genuinely working to get that kind of wealth.”
As part of the crackdown, top Chinese influencers with over 2 million followers each have seen their social media accounts deactivated for violating community guidelines. The new directive specifically prohibits public figures from “displaying or hyping a large number of luxury goods, jewellery, cash, and other assets.”
The phenomenon of flaunting wealth has become so prevalent in China that during the COVID-19 pandemic, influencers initiated the ‘Show Your Wealth’ challenge on TikTok. This viral trend involved influencers posing beside their luxurious cars, surrounded by various opulent items.
The government’s crackdown is a response to the negative societal impacts of these displays, aiming to promote a more realistic and grounded view of success and wealth among the Chinese populace.
