China’s Cyberspace Administration has unveiled new measures requiring internet companies to clearly label content generated by artificial intelligence (AI) in an effort to curb misinformation and enhance public trust in digital content. The “Measures for Identifying Synthetic Content Generated by Artificial Intelligence,” issued on March 14, 2025, will come into effect on September 1, 2025.  

The regulation, jointly formulated by the Cyberspace Administration of China, the Ministry of Industry and Information Technology, the Ministry of Public Security, and the National Radio and Television Administration, mandates explicit and implicit identifiers for AI-generated text, images, audio, video, and virtual scenes.  

Under the new rules, AI-generated content must include clear visible indicators, such as text or graphic warnings at the beginning or end of videos and images, as well as metadata-based digital watermarks for file tracking.  

The regulations require internet companies and AI service providers to add explicit labels to synthetic content and verify metadata for proper AI identification before content is shared online. Service providers must ensure their AI systems embed identifiers into generated files and maintain logs for at least six months.  

Online platforms must also require users to disclose AI-generated content and use provided labeling tools. Failure to comply may result in penalties from regulatory agencies overseeing cybersecurity, telecommunications, and public safety.  

The new rules align with China’s broader AI regulatory framework, which includes laws on deep synthesis and algorithmic recommendation services. The country has been tightening its oversight of AI to prevent the spread of misinformation and enhance the accountability of tech companies operating within its borders.  

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