Staged scenarios in short videos face scrutiny

China's top internet regulator launched a three-month campaign on Tuesday to crack down on malicious marketing practices in the short video sector.

The Cyberspace Administration of China said the effort will strictly target four categories of misconduct, including staged fake scenarios, the spreading of false information and violations of public order and morality.

The goal is to protect the legitimate rights and interests of netizens and promote the healthy and orderly development of the industry, the administration said in a news release. One focus of the campaign will be creators who stage fake scenarios, such as impersonating vulnerable labor groups like food delivery workers or exploiting public sympathy through so-called "sympathy marketing".