Since 1 September 2025, China's Measures for Labelling AI-Generated Synthetic Content have applied, issued by the Cyberspace Administration (CAC) with three other authorities. Providers must label text, images, audio, video and virtual scenes visibly and also embed metadata.
Platforms check the metadata, and anyone publishing content must declare AI content. Removing, altering or hiding labels is prohibited.
| Status | in force |
|---|---|
| Applies from | 01/09/2025 |
| Legal basis | 人工智能生成合成内容标识办法 (Maßnahmen zur Kennzeichnung KI-generierter synthetischer Inhalte, 国信办通字〔2025〕2号) mit der Pflichtnorm GB 45438-2025 |
| Visible label | yes |
| Machine-readable | yes |
| Who is obliged | Providers, Platforms, Users |
| Penalties | no separate fine; authorities act under existing laws and regulations (Art. 13) |
| Source quality | primary source |
Who has to do what
| Who | Obligation | Article |
|---|---|---|
| AI service providers | Visible label on text, image, audio, video, virtual scenes (text or symbol notice, audio cue or prominent interface notice); label survives download | Art. 4 |
| AI service providers | Metadata with content attribute, provider name or code, content number; digital watermarks encouraged | Art. 5 |
| Content platforms | Check metadata, show a notice (confirmed AI, AI per user declaration, or suspected AI), offer a labelling tool, prompt users to declare | Art. 6 |
| Users who publish | Declare AI content and use the labelling tools | Art. 10 |
| Everyone | Do not maliciously remove, alter, forge or hide labels, and offer no tools for it | Art. 10 |
Technical details are set by the mandatory national standard GB 45438-2025. A provider may hand out content without a visible label on request, if the user accepts the labelling duty and responsibility in the user agreement. The provider must keep records for at least six months (Art. 9).
What this means for EU retailers
- If you sell through platforms in China or publish content there, you must declare AI content and use the platform's labelling tools.
- Do not strip metadata from AI images, as platforms read it. You can check it with check AI metadata.
- Your EU label in the store does not conflict with China's rules.
Frequently asked questions
Since when has labelling been mandatory in China?
Since 1 September 2025 (Art. 14 of the Measures: "本办法自2025年9月1日起施行").
Does it apply to foreign retailers?
The duties fall on AI service providers, platforms and users who publish content. If you sell through Chinese platforms, you must declare AI content there.
What are the penalties?
There is no separate fine. Under Art. 13, the cyberspace, telecoms, police and broadcasting authorities act under existing laws.
Sources
Para. refers to the paragraph number in the European Commission's guidelines on Article 50, C(2026) 5054.
- China: Measures for labelling AI-generated synthetic contentCyberspace Administration of China · Law · 14 Mar 2025
