China's internet regulator, long a thorn in the side of social media giants, has turned its focus on two ubiquitous elements of digital life: keyboard warriors and click-bait stories.

Ren Xianliang, deputy head of the Cyberspace Administration of China, said late on Tuesday that the watchdog wanted to carry out a large-scale cleanup of comments sections on news sites, and make it easier to report harmful content.

Online media should make sure that their stories are not simply "click-bait," Ren said in a statement. They should also fulfill their responsibilities to society by properly controlling online comments to "allow the internet to better benefit the people", Ren added.

Beijing's latest scrutiny of online material comes on the heels of new television restrictions announced Sunday, that limited the broadcast of foreign-inspired programs in a bid to encourage the production of local content that promoted Chinese patriotism and values, the State Administration of Press, Publication, Radio, Film and Television said.

According to the regulator's edict, "only independent, innovative programs with Chinese cultural genes, characteristics and style can sustain themes of the Chinese dream, core socialist values, patriotism and outstanding Chinese cultural traditions."

This week's announcement are the latest in a recent series of fresh Chinese media regulations and plans.