China’s Social Media Platforms Now Label AI-Generated Content
China has implemented a new law requiring social media platforms to clearly label content created using artificial intelligence. This rule, effective as of Monday, applies to major platforms like WeChat, Douyin, Weibo, and Xiaohongshu. Users will see labels on posts containing AI-generated text, images, audio, video, or other content types.
Visible and Hidden Labels
The regulation mandates two types of identifiers. Some must be prominently visible on the post itself, while others remain hidden, such as digital watermarks embedded in metadata. The law prohibits removing or altering these labels. Additionally, platforms are tasked with blocking AI-generated content that promotes illegal activity, infringes on rights, or misleads the public.
How Platforms Are Responding
- WeChat: Requires users to declare AI content before posting and prevents users from tampering with automatically applied labels.
- Douyin: Encourages creators to add visible tags and uses metadata to verify content origin.
- Weibo: Introduced a reporting tool allowing users to flag unlabeled AI content.
- Xiaohongshu: Warns users it will add labels if they fail to do so themselves.
Regulatory Background
The law was drafted earlier this year by the Cyberspace Administration of China along with ministries responsible for industry, public security, and broadcasting. It forms part of broader efforts to manage risks posed by AI, including deepfake technologies that can alter images, speech, or video in ways that threaten privacy and security.
Part of a Larger Control Initiative
This labeling requirement ties into a wider campaign aimed at tightening oversight of online content. Earlier in the year, regulators reviewed AI services to curb misinformation, copyright violations, and deceptive commercial practices. This is aligned with the “clear and bright” initiative, focused on reducing harmful online activity and protecting younger users.
How China’s Approach Compares Globally
China is among the first countries to legally require AI content labeling. Elsewhere, some tech companies have voluntarily adopted similar measures. Certain new smartphones now offer tools that attach digital credentials to images and videos, enabling verification of their origins.
For communications professionals, these developments highlight the increasing importance of transparency around AI-generated content. Staying informed about such regulations will be key in managing brand reputation and compliance in digital spaces.
Your membership also unlocks:
