China’s New AI Labeling Rules Take Effect: A Step Toward Transparent AI Content

China’s new regulations for labeling artificial intelligence-generated content (AIGC), officially titled the Measures for Labeling Artificial Intelligence-Generated Content, came into force on September 1, 2025. Issued by multiple government bodies including the Cyberspace Administration of China (CAC), these rules aim to enhance transparency and accountability for AI-generated content distributed across Chinese internet platforms.

Key Requirements

The measures apply to a wide range of AI-generated content—text, images, audio, video, and virtual environments—and impose labeling obligations on both content creators and distributors. The core requirements include:

Explicit Labels: All AI-generated content must carry visible indicators (e.g., text, audio, or graphic labels) clearly informing users that the content was created by AI. For instance, chatbot-generated text must include a visible label within the message, and saved files must embed the label within the file itself.
Implicit Labels: Content must also include embedded metadata or watermarks containing technical identifiers such as the service provider’s name and a unique content ID. These enable platforms and regulators to trace and verify the origin of AI-generated material.
Scope of Application: The rules apply to internet information service providers, online content distribution platforms, AI service providers, and users on social media and content-sharing platforms within China.
Platform Enforcement: Major platforms such as WeChat, Douyin, Bilibili, Xiaohongshu, and leading e-commerce sites are required to enforce these labeling standards.
Penalties for Non-Compliance: Violations may result in content removal, regulatory investigations, fines, business suspension, and reputational damage.

These rules build upon China’s 2023 “deep synthesis” regulations, shifting the focus from acknowledgment to operational enforcement. The overarching goal is to curb misinformation, fraud, and impersonation risks amid the rapid growth of generative AI technologies.

Content Generators vs. Distributors: A Dual-Track Accountability System

The labeling framework introduces a dual-track system that delineates responsibilities between content generators and distributors:

Generators (AI content creation service providers) are responsible for embedding both explicit and implicit labels at the point of content creation. This ensures that AI-generated material is identifiable from the outset.
Distributors (platforms and propagation providers) must verify that content shared on their platforms complies with labeling requirements. They are tasked with monitoring, requesting labeling information from generators, and enforcing compliance among users.

This shared accountability model ensures end-to-end traceability of AI-generated content—from creation to dissemination and user interaction—strengthening the integrity of China’s digital ecosystem.

AI Plus Initiative: Strategic Integration of AI Across Society

On August 26, 2025, China released implementation guidance for its ambitious “AI Plus” initiative, a national strategy led by the State Council to deeply integrate AI across economic and societal domains.

Key goals of the initiative include:

By 2027: Achieve AI integration across over 70% of six key sectors, with widespread adoption of intelligent terminals and AI agents.
By 2030: Reach over 90% penetration of intelligent applications, positioning the intelligent economy as a core driver of high-quality development.
By 2035: Advance toward a mature intelligent society aligned with broader modernization goals.

Focus areas include AI-powered scientific discovery, industrial transformation, smart agriculture, enhanced public services, and robust ethical and governance frameworks. The initiative also emphasizes innovation in AI models, data infrastructure, computing power, open-source ecosystems, and talent cultivation.

A Coordinated Push for Responsible AI Development

Together, the AI labeling rules and the AI Plus initiative reflect China’s coordinated approach to AI governance and development. While the labeling rules aim to ensure transparency, safety, and accountability, the AI Plus strategy seeks to accelerate innovation and integration across all sectors. This dual emphasis positions China as a global leader in shaping the future of AI—balancing rapid technological advancement with responsible oversight.

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