The purported aim of the ban is to promote “rational spending” and “a civilized lifestyle,” as well as build a healthier community on Douyin, according to the notice. A spokesperson for the platform told media that flaunting wealth “pollutes the social atmosphere (on Douyin) and is particularly harmful for the mental and physical well-being of minors.”

The recently announced cleanup has actually been underway for weeks. Since the start of this year, close to 4,000 accounts that shared content related to the six now-forbidden categories have been given the boot, the statement said. Read more (Sixth Tone)