On July 15, with professional backing from Beijing Normal University's Youth Digital Development Research Center, Tencent officially launched a new quality identifier for youth digital content, known as the "Green Label" for youth protection. The initiative went live for the summer season.
The first batch of "Green Label" curated content is available across five of the company's platforms: Tencent Video, QQ Music, Video Channels, Penguin Reading Companion, and the "Happy Home - Family Education Garden." The initiative has enlisted renowned children's TV host Dong Hao as its official ambassador to endorse the quality of the content for young audiences.
The selection process for "Green Label" content balances user preferences with developmental value. It first identifies popular, highly-rated, and frequently re-watched content based on authentic platform data for views, listens, and reads. This initial selection is then reviewed by a joint panel comprising university experts, industry professionals, and parent representatives, who choose the most suitable content that is both engaging and educational for young people.
All five platforms have launched dedicated "Green Label" sections, establishing a comprehensive, multi-format system for youth content. The offerings are organized around five core themes: AI Assistant, Little Explorers, National Rhyme and Childlike Hearts, Safe Summer, and Toddler Enlightenment. These integrate hundreds of quality films, music playlists, and book lists to create a unified "watch-listen-read" learning pathway.
The Tencent Video "Green Label" zone, built on a three-tiered management model for children's content, features a selection of 100 compliant, high-quality films. It uses titles like *WALL-E* and *Big Hero 6* to introduce AI concepts, stimulates curiosity with documentaries like *Planet Earth*, and teaches safety rules through animations like *PAW Patrol*. This approach aims to transform screen time into a light, educational experience and help parents with content selection.
QQ Music has upgraded its youth protection measures with the "Bud Protection Plan," introducing science-themed audio content like *Voices of the Future*, new original children's songs, and the *Uncle Dong Hao Tells Stories* audiobook series. These are designed to help shape children's musical taste and positive values. The platform also features an AI-powered children's hearing protection mode to safeguard auditory health.
Video Channels has initiated a topic campaign called "WeChat Green Seedling Plan - Watch with Confidence with the Green Label," highlighting quality creator content. The campaign encourages creators across the network to focus on producing content for young audiences, enriching the ecosystem of quality youth media.
Penguin Reading Companion offers a vast selection of age-appropriate reading materials covering science, logic puzzles, safety education, family education, and classic literature. This content aims to develop children's critical thinking, expression skills, and values, and is suitable for parent-child reading sessions.
The "Happy Home - Family Education Garden" mini-program has released a 10-part series titled *Internet Literacy for Kids*, alongside the nationwide debut of a public service animation on online safety for minors, *Little Sprout's Internet Adventure*, addressing gaps in youth cybersecurity education.
A rigorous three-tier review mechanism ensures the professionalism and safety of "Green Label" content. The first filter uses data to identify popular, quality content. The second applies standards based on Beijing Normal University's age-appropriate guidelines, pushing differentiated content like educational science, exploration, and online safety tailored to different age groups, while avoiding harmful values. The third and final tier involves multi-party review to uphold content quality. The "Green Label" content pool will also be dynamically updated to continuously optimize the offerings.
Tencent is building a three-part youth protection system encompassing "product tools + quality content + a collaborative social platform." Unlike traditional screen time management tools that focus on "risk reduction" or collaborative efforts that amplify impact, the "Green Label" initiative focuses on "growth addition" through curated content. This shifts the paradigm of youth online protection from merely "controlling time and preventing risks" to "selecting content and nurturing growth."
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