(CNN) -- China's 700 million smartphone users will no longer be able to share stories about politics without official approval, according to new regulations announced by authorities on Thursday, which took immediate effect. The State Internet Information Office released a 10-point document detailing new rules for instant messaging (IM) service providers and users. It is the latest move in an official campaign to "clean up the online environment and rein in rumormongers," according to Chinese media. Although the rules apply to all IM service providers, they are widely seen as targeting WeChat, the immensely popular mobile app that allows people to share text, videos, photos and audio recording with multiple users at once.
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China issues new rules for uses and providers of mobile IM services
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Commentator: "This is just the latest set of rules to remind everyone who's in charge"
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Will the increased control of mobile use hamper mobile innovation in China?
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Public accounts on any mobile @placeholder platform will also need to register with authorities using the real names of the owners.
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Another user of a popular @placeholder account on current affairs said that the new regulation "will definitely impact what I'm going to post in the future.
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It has taken @placeholder by storm, with a monthly average of 398.5 million users who rely on the app to get all sorts of things done -- from booking taxis to sending virtual hongbao (customary gift money).