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China's AI Content Labelling Rules Take Effect September 2025

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China's Cyberspace Administration, alongside three other ministries, issued the Measures for Labelling of AI-Generated Synthetic Content on 14 March 2025, with the rules coming into force on 1 September 2025. The regulations require two distinct labels for AI-generated content: a visible mark for human viewers and an embedded metadata mark readable by machines. Obligations are shared across content generators, distribution platforms, app stores, and users, meaning no single party bears sole responsibility. A companion national technical standard, GB 45438-2025, specifies the required metadata fields, file formats, and encoding methods. The new measures build on earlier Chinese regulations covering deep synthesis, generative AI services, and algorithmic recommendations, adding greater specificity to labelling duties previously stated in broader terms.

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