China has unveiled new regulations governing the release of military-related information on the internet, marking a formal legalization, and possible tightening, of control over military-themed content in cyberspace. Military and defense-related content enjoys significant popularity among Chinese internet users, but the leadership is clearly keen to ensure that sensitive information — a concept broadly applied in China — and speculation do not undermine the official narrative around the country’s military development and capabilities.

The regulations were issued over the weekend by ten government departments including the Cyberspace Administration of China, the country’s top internet control body, and the Central Military Commission — the country’s highest military body, chaired since 2012 by Xi Jinping. They cover a broad spectrum of channels, including dedicated military affairs websites, military-themed columns, and social media accounts focused on the military. The rules are due to take effect on March 1.

Measures for the Management of Military Information Dissemination on the Internet (Chinese) consists of 30 articles in all, setting down strict guidelines for managing military affairs content online. Addressing everything from the establishment of military-themed websites to the operation of social media accounts focusing on related matters, the rules apply to anyone “taking part in online communication activities involving military information” (从事互联网军事信息传播活动) within China’s borders.

Political language related to information controls is clear and prominent in the document. Article 3 explicitly demands that all related channels maintain the correct "political orientation" (正确的政治方向) and "public opinion guidance" (舆论导向), the latter term referring to the prerogative of media control in order to maintain social and political stability. The rules generally mandate that online military information must "maintain a favorable image of the military" (维护人民军队良好形象) while serving the interests of national defense.

Under the framework initiated by the new rules, detailed in Article 8, content providers must go through a strict verification process. Military-themed account operators will need to be verified through identity authentication, and their accounts must display special identification markers (专门标识). The regulations particularly focus on the display of military-related terms and symbols, and prohibit unauthorized use in account names or branding of phrases like "People's Liberation Army" (解放军), "armed forces" (武装力量), or "military industry" (军工).

The regulations echo criticism from state media last year of the misuse of state media brands, including the CCP’s official People’s Daily. Cases of alleged misuse of state media brands have been rampant, not least because these offer a degree of safety and credibility in the minds of some online publishers — an issue CMP covered back in October. The new rules from the CAC suggest that perhaps similar confusion has reigned in the hugely popular field of military affairs content.