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PolicyINTERNET

New Short Video Rules: Mandatory 'Fatigue Warnings' After 90 Minutes

In October 2027, China's internet regulator issued new rules requiring short video platforms to impose a 90-minute daily limit with forced 'rest reminders,' effective December 1st. Platforms must also restrict late-night recommendations to young users.

The Core Rules

In mid-October 2027, China's Cyberspace Administration (CAC), jointly with the National Radio and Television Administration, released the "Short Video Platform Content Recommendation Management Measures (Trial)." The new rules require Douyin, Kuaishou, and WeChat Channels to implement:

  • A mandatory "rest reminder" popup after 90 minutes of daily use, forcibly interrupting the recommendation feed for 5 minutes
  • A ban on recommending content to underage users between 11 PM and 7 AM; adult users see only a "light mode" (content from followed accounts only)
  • An optional "disable recommendations" toggle in settings, reverting feeds to pure chronological order

Platform Responses

Douyin says it's already begun technical upgrades and will meet the December 1st deadline. Kuaishou is rolling out a "Youth Mode 2.0" with a 40-minute daily cap. WeChat Channels will add transparency features — tap "Why am I seeing this?" to see the recommendation rationale.

Parents vs. Adults

The new rules were broadly welcomed by parents. "My kids used to binge for three or four hours straight. At least now there's a natural stopping point," said a mother of two in Shanghai.

But some adult users pushed back. "I should be free to manage my own time. Why force an interruption?" wrote a 25-year-old user.

Market Impact

Douyin-related stocks dipped slightly on news of the regulation. Analysts note that the fatigue-warning feature could dent average daily usage time, but long-term, it helps platforms manage regulatory risk — an increasingly important consideration.

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