China's National Radio and Television Administration has launched a campaign directing provincial authorities to remove soft pornography, violent content, and "ostentatious displays of wealth" from micro dramas — short, serialised videos designed for mobile viewing that have become a multi-billion dollar global industry. The directive also targets content depicting "distorted views on marriage and relationships" and feudalistic or revenge-driven storylines, with local officials required to conduct spot checks on production firms and enforce prompt corrections. The move fits a broader pattern under President Xi Jinping of using media regulation to shape social norms, including discouraging wealth-flaunting amid economic pressures and promoting what authorities describe as a "healthy content ecosystem" online.