By Jin Xin, People& Daily
Artificial intelligence (AI), deep synthesis, and other emerging technologies are developing
rapidly, playing an increasingly important role in fostering new quality productive forces and
driving high-quality economic and social development, while also bringing great convenience to
everyday life.
However, these technologies have also been misused to spread disinformation and disrupt the
online environment, causing negative impact.
In response, China has taken a comprehensive approach to curb the misuse of AI and promote its
responsible development that serves the common interests of society. In September this year,
China released a set of guidelines on labeling internet content that is generated or composed by AI
technology. These rules mandate clear labeling to help users identify fabricated information,
define the labeling obligations of service providers, and regulate the labeling process throughout
content creation and dissemination.
Addressing impersonation and fraud
"Hey everyone, I've got a special favor to ask today… I'm offering discounts on 300 crates of
fresh local eggs from my hometown!"
In one recent case, a widely shared short video appeared to show a well-known athlete promoting
eggs from their hometown, drawing enthusiastic support from fans. Yet, the video, like others
from the same account, was AI-generated. One product link associated with the video showed
more than 47,000 units sold.
According to a representative from a major short-video platform, impersonation of public figures
through AI typically takes several forms: using AI-generated images of well-known individuals as
profile photos, producing unlabeled AI-generated videos featuring celebrities, and creating fake
celebrity accounts to attract followers and generate profit through deceptive content.
China's Civil Code and other relevant regulations already provide protection for portrait and voice
rights. The new labeling regulations further reinforce these protections by requiring platforms to
clearly mark AI-generated content.
"Short video platforms must not only fulfill their own responsibilities but also collaborate with
users to strengthen co-governance," said an executive of Chinese tech firm Tencent. When users
encounter unlabeled AI-generated short videos, they file a complaint with relevant materials. Once
the complaint is verified, the platform will add visible floating labels to the content.
Douyin, the Chinese version of TikTok, has introduced a portrait protection database for well-
known figures to better detect impersonation and fraudulent marketing content.
Combating fake news and strengthening oversight
In another incident, a fabricated "video report" of a large fire caused public panic. A subsequent
investigation found that the account responsible used AI to mass-produce disinformation,
generating between 4,000 and 7,000 fabricated news items per day and earning more than 10,000
yuan ($1,413.32) daily.
Despite efforts to combat such abuse, gaps remain. According to the head of content safety at a
news platform, anti-disinformation mechanisms are not always timely because AI-generated
images or videos may go unflagged for hours, limiting early warnings to the public.
Yang Qingwang, deputy dean of the School of Law at Central South University, emphasized the
need for platforms to respond quickly, using authoritative information to flag and remove false
content and penalize violating accounts.
In recent years, China has steadily strengthened its legal and regulatory framework to define the
boundaries of responsible AI use. Meanwhile, regulators nationwide are exploring new
approaches to counter the spread of AI-generated fake news.
"We work closely with research institutions and technology enterprises to strengthen monitoring,
early detection, and identification of malicious deepfakes. Through collaboration with relevant
authorities, we have established a closed-loop mechanism covering rumor inspection, verification,
joint assessment, case transfer, and law enforcement, allowing for a timely and legal response to
AI-generated disinformation," said an official from the cybersecurity division of the Shenyang
public security bureau in northeast China's Liaoning province .
Building digital literacy and defenses
Platform operators also encourage users to remain vigilant. Signs of AI-generated content may
include logical inconsistencies, flat or overly uniform emotional tone, or vague factual details, as
well as unnatural facial movements, irregular lighting, or distorted audio. Users are advised to
verify sources and rely on authoritative media outlets or official channels.
Through coordinated efforts among regulators, platforms, and users, and supported by
technological detection, reporting mechanisms, and legal accountability, China aims to build a
robust defense against AI-generated misinformation and ensure the healthy development of
emerging technologies.