China’s Zhejiang province calls to limit tech giants’ power over online traffic

Officials in Zhejiang province, a key Chinese tech center, have urged stricter regulation of major internet companies and their control over online traffic. The party's publicity department argued that online traffic and algorithms have grown so powerful that they now shape public discussion and sentiment. They cautioned that online traffic should be treated as a semi-public utility, not just a data resource owned by tech giants.

The department accused platforms of prioritizing clicks and commercial interests over the public good, emphasizing content that generates clicks and sensational stories while suppressing topics related to technology, social welfare, and livelihoods. This trend, they warned, could weaken public understanding of social realities and reduce participation in public affairs.

In September, China's Cyberspace Administration took action against top social media platforms for failing to manage online content properly, displaying trivial matters on their trending lists. The department also noted that recommendation algorithms, which rank content based on user activity and preferences, can limit exposure to diverse views and reinforce stereotypes and polarization.

Because these processes are often opaque, the department called for regulators to clarify platform power boundaries, strengthen oversight, and impose stricter penalties for promoting low-value content and divisive issues. They urged platforms to improve content management and transparency.

Chinese authorities have been conducting a "Qinglang" campaign since 2016, which has included over 60 rounds of online clean-up efforts. Over the past two years, several major platforms implemented algorithm updates to promote more positive content, give users greater control, and enhance transparency. Experts suggest that while platforms have little incentive to pursue short-term gains at the expense of public interest, they face fines for failing to do so.