China cracks down on soft porn, violence and materialism in viral micro dramas

China has ordered provincial authorities to crack down on materialistic, violent and sexualised content in locally produced micro dramas.

The campaign targets content that portrays soft pornography, "distorted views on marriage and relationships" and "ostentatious displays of wealth", said China's National Radio and Television Administration.

It comes as part of a larger effort by the Chinese government to guide social norms, including by promoting marriages and discouraging harmful ideologies from spreading online.

Micro dramas, which are serialised, made-for-mobile clips, have exploded in popularity globally in recent years, but have drawn criticism for their often sensationalist content.

Many shows feature wild, fast-moving plot lines, about topics ranging from secret billionaire husbands to forbidden romances, that are designed to keep viewers glued to their screens.

There has also been no shortage of shows portraying excessive violence or sexualised characters.

China's media administration said in a statement this week that the media campaign is one of "great significance for creating a healthy content ecosystem" for the micro drama industry.

The campaign will address key issues including soft pornography, "materialism and ostentatious displays of wealth" and "distorted views on marriage and relationships."