App Store Policy Changes - 2023
Important Note
The policy changes listed below are for informational purposes only to help you better understand trends and directions in app store compliance. They do not represent the current full list of compliance requirements or review criteria.
If you have any questions, please contact us.
Stay informed about important regulatory and policy changes introduced by Chinese app stores in 2023 that may affect app distribution and compliance requirements.
February 2023
Notice on Deep Synthesis Service Compliance
App developers offering deep synthesis technologies (e.g. AI-generated voices, faces, or content) must comply with CAC’s requirements:
- Real-name authentication for service users.
- Explicit consent when editing biometric data.
- Filing for services with public opinion or mobilization functions.
- Security assessments for services that edit national symbols or sensitive visuals.
- Mandatory marking of synthesized content to prevent user confusion.
→ See Regulation: Provisions on the Administration of Deep Synthesis Internet Information Services
Update on App Shortcut Rules
App shortcuts must meet stricter requirements:
- Name limit: 10 Chinese characters or 20 in other languages.
- Function must match in-app feature.
- Must directly open relevant app page.
- Cannot duplicate system functions (e.g., uninstall or share).
→ Effective from March 1, 2023
Optimization of Age Rating Questionnaire
New "child-only" app classification added to the age rating submission. Developers must confirm if the app is exclusively for children and categorize it accordingly.
April 2023
Advertising Law Self-Audit Notice
Following the new Internet Advertising Regulations:
- Ads for regulated categories (e.g., medicine, medical devices) require approval.
- Sponsored content must be labeled clearly.
- Pop-up ads must include visible close buttons.
- Car-mounted apps may not use ad SDKs.
- Email/IM ads must not be sent without user consent.
July 2023
App Type Exclusion List Update
New app categories such as SMS/Call-bombing tools and certain blind box apps are excluded.
Personal Information Compliance Update
Apps must include account cancellation procedures.
App Qualification Requirements Update
New certificate requirements for:
- Credit card/debt resolution apps: Law firm license, cooperation agreement, and consulting business license.
- Mobile recharge apps: Operator license or authorized reseller agreement.
August 2023
MIIT App Filing Notice
All apps must file with MIIT:
- New apps: Must complete filing before release after September 1, 2023.
- Existing apps: Must complete filing before March 31, 2024.
Generative AI Service Compliance Notice
Apps providing generative AI services must:
- Clarify user agreements, purposes, and applicable groups.
- Prevent overuse by minors.
- Add identifiable markings to AI-generated content.
- Set up reporting mechanisms.
- Undergo security assessments if capable of public influence.
→ Regulation: Interim Measures for the Management of Generative AI Services
September 2023
App Privacy Governance Enforcement
New self-audit focus areas include:
- Scope of personal data collected.
- Prominent labeling of sensitive data.
- Permission usage purpose and cancellation options.
- Linking between SDKs and in-app features.
October 2023
Notice on Rectifying Off-Campus Training Ads
Apps must not promote off-campus tutoring or disguised training (e.g., private teachers, learning camps).
→ Apps found violating may be removed.
Clean-Up Action for Life Service Platforms
Focus areas include:
- Illegal activity promotion.
- Misleading marketing.
- Manipulated reviews.
- Superstitious or inappropriate content.
→ Affects apps in categories like travel, dating, utilities, food delivery, etc.
November 2023
New Qualification Requirements: Genetic Testing Apps
- If developed by medical institutions: Internet Drug Info Service License, Medical License, and Device Operation/Production License.
- If a platform: Internet Drug Info Service License + platform registration certificate.
December 2023
Ad Compliance Scenarios Added
Examples include:
- Misleading ad content.
- Excessive pop-ups.
- Deceptive redirection or buttons.
- Lack of proper ad closure functions.
Contact Us
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