Starting in September, all AI content on Chinese social media platforms must be watermarked.
The "Measures for Identifying AI-Generated Content," announced in March this year by the Cyberspace Administration of China (CAC) and other departments, officially came into effect on September 1st. These measures require social media platforms in China to add both explicit and implicit labels to AI-generated content to facilitate identification. Explicit labels are clearly identifiable prompts for users, such as text tags or voice prompts, while implicit labels are attached to the content's metadata for system tracking and identification. These new regulations apply to major social media platforms such as Weibo, Xiaohongshu, Bilibili, and Douyin. Currently, each platform handles unlabeled AI-generated content differently, including warnings, tagging, traffic restrictions, removal, and even account suspension. Douyin has the strictest regulations, with violators potentially facing bans on uploading and publishing videos, removal of followers, or cancellation of monetization privileges. However, due to the limitations of current automatic identification technology, some unlabeled AI content still exists on the platforms, and misinformation can still spread widely online. However, market analysts believe that as the technology matures and users' ability to identify AI-generated content improves, the transparency and regulatory effectiveness of AI-generated content will gradually increase.

