The National Internet Information Office of China is about to issue new regulations on managing MCN agencies.

To regulate the business activities of MCN institutions related to internet information content and safeguard the legitimate rights and interests of citizens, legal persons, and other organizations, as well as to create a clear and open cyberspace, the National Office for the Internet Information (NOII) has drafted the “Regulations on the Management of Business Activities of Multi-channel Distribution Service Institutions for Network Information Content (Draft)” based on laws and regulations such as the “Network Security Law of the People’s Republic of China” and the “Regulations on the Protection of Minors’ Network.” The draft is now open for public consultation.
Public feedback can be sent via email to: mcnjg@cac.gov.cn
The deadline for feedback is February 9th, 2025.
Attachment: Regulations on the Management of Business Activities of Multi-channel Distribution Service Institutions for Network Information Content (Draft)
National Office for the Internet Information
January 10th, 2025

Regulations on the Management of Business Activities of Multi-channel Distribution Service Institutions for Network Information Content (Draft)
Article 1: To regulate the business activities of multi-channel distribution service institutions for network information content, protect the legitimate rights and interests of citizens, legal persons, and other organizations, and create a good network ecology, these regulations are formulated in accordance with the “Network Security Law of the People’s Republic of China,” “Regulations on the Protection of Minors’ Network,” and other laws and regulations.
Article 2: These regulations apply to the business activities of network information content multi-channel distribution service institutions operating within the territory of the People’s Republic of China. The term “network information content multi-channel distribution service institution (MCN institution)” refers to institutions that provide planning, production, marketing, brokerage, and other related services to network information content producers upon入驻 in network information content service platforms.
Article 3: When conducting business activities related to internet information content, multi-channel distribution service institutions for network information content should abide by laws, regulations, and moral norms, uphold correct political direction, public opinion guidance, and value orientation, promote socialist core values, follow public order and good customs, observe business ethics, and maintain a good network ecology.
Article 4: Network information content service platforms should require multi-channel distribution service institutions for network information content engaged in business activities related to internet information content to go through registration procedures for入驻. Key audits should include: (1) whether the entity has undergone legal registration as a business operator; (2) whether there is a person in charge of content management and whether there are sufficient content reviewers commensurate with its business scope and service scale; and (3) whether it has sound systems in place for content security and personnel management training.
Article 5: Within 10 working days of an MCN institution’s入驻 into a network information content service platform, the platform should complete the registration procedures for备案 with the provincial-level internet information department where the platform is located. If there are changes to the registered备案 information, the network information content service platform should update them within 10 working days of the change. MCN institutions engaged in activities such as performances or programs should obtain relevant qualifications or service qualifications in accordance with laws and regulations.
Article 6: Network information content service platforms should strengthen daily management of MCN institutions enrolled in their platforms, regularly organize them to study laws, regulations, and rules and regulations on network information content management, and promptly notify them of departmental work requirements. The network information content service platform should formulate and publicly disclose management rules for MCN institutions, remind institutions in a prominent way of their obligations that need to be followed, and network information content producers should assist and cooperate with institutions to fulfill the relevant obligations specified in this regulation. These platform rules should be reported to the internet information department.
Article 7: Network information content service platforms should establish a hierarchical management system based on indicators such as MCN institutions’ compliance status, the number of their registered accounts, and their total fan numbers, and take corresponding management measures to mitigate information content risks.
Article 8: Network information content service platforms should require MCN institutions to register backend management accounts and bind their affiliated network accounts. During the registration of network accounts or when intending to change account information, network information content producers should declare their affiliated institutions. The network information content service platform should strengthen review and standardize processes for account binding and unbinding operations between MCN institutions and network accounts.
Article 9: Network information content service platforms should display in a prominent manner the name of the MCN institution to which the network account belongs on the account information page.
Article 10: Before publishing information on their contracted network accounts, MCN institutions should fulfill information publication review obligations, conduct compliance reviews, and retain review records for future review. Network information content producers are responsible for the main body of the information they publish, and they can appeal if they disagree with their institution