Self-censorship is kicking in fast on WeChat in China as new rules on message groups casts a chill among the 963 million users of Tencent Holdings Ltd.'s social network.

Regulations released Sept. 7 made creators of online groups responsible for managing information within their forums and the behavior of members. While the rules won't take effect until October, authorities have already disciplined 40 people in one group for spreading petition letters and arrested a man who complained about police raids, according to reports in official media.

The prospect of punishment for the actions of others has led many administrators to disband groups; others have circulated self-imposed rules discouraging the spreading of rumors or unauthorized information about Hong Kong and Taiwan. Some are turning to alternatives, such as encrypted messaging apps, to avoid government scrutiny.