China Tightens the Reins on AI‑Generated Media
Big takeaway: From January 1, any video, audio, or live stream that taps into AI or VR must carry a clear, eye‑catching label. Slip up and you could be looking at criminal charges.
What the new rules are all about
- “Fake news” is out of bounds. Content that deceives viewers by using deepfake tech is banned outright.
- Transparency is now mandatory. Anything powered by AI or VR has to be marked visibly—think bright banners or captions.
- Enforcement won’t be gentle. Violating the rules is treated as a criminal offence, not just a fine.
Why the crackdown matters
Deepfakes can create eerily realistic videos where someone seems to say or do something they never did. That’s not just a prank—it can pose serious threats to national security, social stability, and the rights of real people.
Earlier this year, China’s top lawmakers flirted with making deepfake tech illegal outright. Now we’re seeing the first concrete steps.
Illustrative cases
Remember ZAO, the viral app that let users superimpose their faces onto celebrities? It drew millions of downloads but also sparked a privacy frenzy. The developers quickly apologized, but the row underscored exactly why regulators are tightening the net.
Who’s playing by the new rules?
- Major video platforms: Tencent Video, Alibaba’s Youku, iQIYI.
- Short‑video giants: Kuaishou, Douyin (ByteDance).
- Podcast & audio hotspots: Himalaya, Dragonfly FM.
Bottom line
For creators in China, the shift means double‑checking that every clip isn’t a stealth deepfake and that every AI element gets its due spotlight. If you miss the mark, the authorities are ready to treat it like a crime, not just a policy breach.
