Ethical and Legal Guidelines for AI-Generated Content: China's 2025 Mandate

China is taking a bold step toward AI transparency. Starting September 1, 2025, it will be mandatory for all AI-generated content to carry a clear label. This new rule is designed to help users easily recognize when material is produced by an algorithm rather than a human, fundamentally changing how digital information is trusted and understood.

New Labeling Rules Take Effect in 2025

On March 14, 2025, China’s Cyberspace Administration, the Ministry of Industry and IT, and public security and broadcasting agencies jointly introduced the “AI Content Labeling Regulation,” which will be enforced starting September 1. The regulation outlines two types of labels: a visible label, which is a clear visual marker on the text or image itself, and a hidden watermark embedded within the content's metadata.

Why Is This a Turning Point?

The primary goal is to enhance transparency and combat disinformation, especially in the fight against deepfake videos and fabricated information. Visible labels will alert users to non-real content, while the embedded metadata allows platforms to track content provenance and improve monitoring.

Standards and Responsibilities

The “Cybersecurity Practice Guide” sets standards for metadata usage. In addition, “Interim Measures” adopted in August 2023 already require AI system registration and evaluation based on compliance with the country’s core values. Three new national standards are scheduled to take effect in November 2025, further raising the bar for AI compliance.

Obligations for Platforms

Major platforms—such as TikTok, Weibo, and Baidu—will be required to enforce these new labeling rules. This includes a mandate that users must also confirm that content is AI-generated. Platforms will be required to perform metadata scanning, ensure the labeling remains intact, and store content archives for at least six months.

Criticism and Open Questions

Some critics warn that these regulations might restrict creative freedom. Key questions remain about the effectiveness of the verification mechanisms and how the new standards will impact innovation in the digital sector.

Global Implications

China’s initiative is actively shaping the global conversation around AI governance. Similar labeling frameworks are being considered by the European Union’s AI Act and Canada’s Bill C-27. Western nations are starting a dialogue to establish a unified approach.

Conclusion

China is aiming to boost transparency, limit disinformation, and clarify responsibility for AI-generated content. The ongoing challenge will be finding the right balance between regulation and innovation.

📌 What do you think: Will this step make content more trustworthy, or is it just a new form of control?

✍ Thornike • June 25, 2025