The active feedback control of radiated power to prevent divertor target plates overheating during long-pulse operation has been developed and implemented on EAST. The radiation control algorithm, with impurity seeding via a supersonic molecular beam injection (SMBI) system, has shown great success in both reliability and stability. By seeding a sequence of short neon (Ne) impurity pulses with the SMBI from the outer mid-plane, the radiated power of the bulk plasma can be well controlled, and the duration of radiative control (feedforward and feedback) is 4.5 s during a discharge of 10 s. Reliable control of the total radiated power of bulk plasma has been successfully achieved in long-pulse upper single null (USN) discharges with a tungsten divertor. The achieved control range of is 20%–30% in L-mode regimes and 18%–36% in H-mode regimes. The temperature of the divertor target plates was maintained at a low level during the radiative control phase. The peak particle flux on the divertor target was decreased by feedforward Ne injection in the L-mode discharges, while the Ne pulses from the SMBI had no influence on the peak particle flux because of the very small injecting volume. It is shown that although the radiated power increased, no serious reduction of plasma-stored energy or confinement was observed during the control phase. The success of the radiation control algorithm and current experiments in radiated power control represents a significant advance for steady-state divertor radiation and heat flux control on EAST for near-future long-pulse operation.