And it's not just false messages. The followers of microblogs can sometimes prove to be a lucrative - and easily persuaded - audience. Once you have people's attention, you can often turn it into a tangible profit. But just how ethical and regulated the process remains a serious question.

Meet "Global Trend" - an ID on sina microblog that shares fashion information.

Strangely, it also shares an instant messenger contact for "cooperation".

"600 yuan for rewriting your ads. 800 yuan to publicize it directly by my ID."

Apparently, it's a real business.

And as a verified user of microblog, "Global Trend" doesn't seem too concerned about verifying the integrity of what it's about to advertise.

"We are a hospital doing body odor surgery. Can you promote it for us?"

"Yes."

"Do you need to see any documents?"

"No."

This is clearly more than just sharing and passing on information.

Song Jianwu, Dean, Journalism School of China University of Politics & Law, said, "If you get paid for releasing information, it is advertising. And you should be regulated by the relevant laws."

The business model for microblog advertising is simple.

First attract followers by posting interesting news, and sometimes false information.

When there are enough followers, microblog start to sell things.

The more followers an ID has, the higher it can charge for advertising.

"Global Trend" for example, has 1.2 million followers on sina microblog.

Lu Xucheng, Chief Writer of the Founder, said, "The owner of a famous microblog ID told me that he has 6 hundred thousand followers. He's hired five people to maintain it. He publicizes 10 ads everyday, and get paid over 100 thousand yuan a month. It's more like a company."

Netizens who follow such sites very often don't realise the extent to which they're being manipulated.

Every message they rewrite, could be helping create a bigger and bigger profit for the microblogger.