We've written quite a bit on China's ongoing moves to clamp down on internet use, but the latest move from Beijing has really raised eyebrows: now Winnie the Pooh has been censored.
According to BBC News, the Chinese government is blocking the use of the iconic character to nip any comparisons to China president Xi Jinping in the bud. Thus, it seems poor little Pooh is just too much of a threat to Xi's image as a man fit enough to be supreme leader for another five years.
"I think the Winnie issue is part of this trend", he added. All Pooh stickers have also been removed from the site's gallery.
"Historically, two things have been not allowed: political organizing and political action".
What could be more innocent than a talking stuffed bear?
In 2014, a picture of Pooh gripping the hoof of his donkey friend Eeyore was compared to a photo of Jinping shaking hands with Japan's prime minister, Shinzo Abe. As did images of Winnie popping his head out of his car - after the president popped his head similarly through the roof of his limousine during an inspection of troops.
Winnie the Pooh may be unbearable for the Chinese president.
Hackers who attacked the site and stole 33m people's details including names, addresses, dates of birth and sexual preferences dumped the cache of stolen data online, exposing millions of users.