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 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.

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.