When the Pooh meme was happening if you tried sending it the receiver would never get it.

Now that it has died down it's no longer a focus (though I'm still unsure if that image would be received). The same thing happens around certain events (Tiananmen Square Anniversary) where they get more extreme about the censorship.

The fact that they applied the censors to the Pooh meme shows that they'll do it for even the mildest 'threat'.