China’s social platforms begin labeling AI-generated content under new law
Major Chinese platforms — WeChat, Douyin (TikTok China), Weibo and Xiaohongshu (RedNote) — have started rolling out labels for AI-generated content to comply with the “Measures for Labeling Artificial Intelligence-Generated Content” that took effect in 2025. Labels include visible markers and metadata/watermarks that identify text, images, audio, video and other synthetic content as AI-generated.
What platforms are doing
- WeChat: Requires users to proactively label AI-generated content and forbids removing or tampering with labels. It also bans using AI to spread false information or illegal content.
- Douyin: Urges users to label AI material and can use metadata to trace content origins.
- Weibo: Added an option for users to report “unlabelled AI content.”
Regulatory background
The measures were jointly issued by four agencies: the Cyberspace Administration of China (CAC), the Ministry of Industry and Information Technology, the Ministry of Public Security and the National Radio and Television Administration. The CAC also launched a broader campaign earlier in 2025 to regulate AI apps and services.
Why this matters
Mandatory labeling aims to help users distinguish AI-generated material from authentic content and curb the spread of deepfakes and misinformation. The rules require both explicit visible labels and implicit metadata/watermarks to improve provenance tracking.
International context
Some companies and products are implementing similar provenance standards. For example, Google’s Pixel 10 supports C2PA content credentials to embed provenance metadata at capture.
Sources & further reading
- South China Morning Post — platforms roll out AI labels
- Inside Privacy — China releases new labeling requirements for AI-generated content
- White & Case — AI regulatory tracker: China
If you’d like, I can add screenshots, platform statements, or translate the official measures. Want that?