China’s social media platforms rush to abide by AI-generated content labelling law

The law, which was issued in March, requires explicit and implicit labels for AI-generated text, images, audio, video and other virtual content. Explicit markings must be clearly visible to users, while implicit identifiers – such as digital watermarks – should be embedded in the metadata.

The country’s top internet watchdog, the Cyberspace Administration of China (CAC) – along with the Ministry of Industry and Information Technology, the Ministry of Public Security and the National Radio and Television Administration – drafted the law.

The new regulation reflects Beijing’s increased scrutiny of AI, as concerns grow over misinformation, copyright infringement and online fraud.

It also aligns with a broader push to tighten AI oversight, which was made a key focus of the CAC’s 2025 Qinglang, or clear and bright, campaign – an annual initiative aimed at cleaning up China’s cyberspace.

Deepfake technology – which uses AI to manipulate images, audio and video – threatens both individual and national security, according to Chinese regulators. Photo: Shutterstock
Deepfake technology – which uses AI to manipulate images, audio and video – threatens both individual and national security, according to Chinese regulators. Photo: Shutterstock

WeChat, known as Weixin on the mainland, said content creators must voluntarily declare all AI-generated content upon publication. For content that has not been flagged, WeChat said it would remind users to “exercise their own judgment” online. WeChat has more than 1.4 billion combined monthly active users worldwide, according to Tencent’s latest financial report.

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