1. Content interpretation
The "Measures for Identifying AI-Generated Synthetic Content" (hereinafter referred to as the "Identification Measures"), tly issued by four government departments, holds profound regulatory significance and ecological restructuring value for the film and television industry. Through dual regulatory approaches of "explicit identification" and "implicit identification," the Measures delineate boundaries for the lawful application of AI technology in film and television production while providing institutional safeguards for the industrys healthy development.
First, explicit labeling requirements enhance the transparency and credibility of audiovisual works. According to regulations, AI-generated videos must display prominent identifiers (such as text, icons, or voice prompts) in the opening sequence, during playback, or at the end. This measure effectively reminds viewers to distinguish between authentic footage and AI-generated scenes, particularly in fields special effects production and virtual character creation, preventing audience confusion caused by technical ambiguity. For instance, AI face-swapping technology without clear labeling may lead to false advertising or copyright disputes, while mandatory labeling reduces such risks at the source.
Secondly, the metadata tracking mechanism with implicit identifiers enhances copyright protection and liability tracing. AI-generated film and television works must embed content attributes such as production party information and service codes. This not only facilitates regulatory authorities in verifying content sources but also provides technical evidence for copyright disputes. For instance, when AI-generated virtual scenes are illegally used, the implicit identifiers can swiftly identify responsible parties, protecting the rights of original creators.
Furthermore, the "Identification Measures" compel platforms and creators to enhance technical compliance. Film and TV streaming platforms must upgrade their review systems to automatically detect unmarked AI-generated content and supplement it with labeling prompts. This drives platforms to invest more resources in developing intelligent detection tools, promoting the unification of industry technical standards. For creators, while initial implementation may hinder artistic expression, clear regulations ultimately foster legitimate innovation—such as exploring AI-assisted scriptwriting and virtual actors under proper labeling requirements.
It is worth noting that the new rules pose challenges to cross-border content distribution. The international distribution of film and television works requires the coordination of different jurisdictional identification standards, which requires the industry to establish a transnational collaboration mechanism, and the global compatibility of implicit identification will become the focus of technological breakthroughs.
Overall, the "Identification Measures" establish a "safe zone" for AI applications in the film and television industry through dual pathways of technical constraints and institutional norms, both preventing the risk of technological abuse and reserving space for innovation, which may propel Chinas film and television industry a new phase of parallel intelligentization and standardization.
2. Original text of the regulation
Notice on the Issuance of the Measures for Identifying Artificial Intelligence-generated Synthetic Content
State Council Information Office Document [2025] No.2
To the Internet Information Offices, Communications Administrations, Public Security Departments (Bureaus), and Radio and Television Bureaus of all provinces, autonomous regions, and municipalities directly under the central government; to the Internet Information Office, Industry and Information Technology Bureau, Public Security Bureau, and Culture, Sports, Radio, Television, and Tourism Bureau of the Xinjiang Production and Construction Corps:
To promote the healthy development of artificial intelligence, standardize the identification of AI-generated content, protect the legitimate rights and interests of citizens, legal entities, and other organizations, and safeguard public interests, the Cyberspace Administration of China, the Ministry of Industry and Information Technology, the Ministry of Public Security, and the National Radio and Television Administration have tly formulated the "Measures for Identifying AI-Generated Content". These measures are hereby issued to you for strict compliance and implementation.
State Internet Information Office
Ministry of Industry and Information Technology
Ministry of Public Security
State Administration of Radio, Film and Television
March 7, 2025
AI-generated synthetic content identification method
Article 1: To promote the healthy development of artificial intelligence, standardize the identification of AI-generated content, protect the legitimate rights and interests of citizens, legal entities, and other organizations, and safeguard public interests, these Measures are formulated in accordance with the Cybersecurity Law of the Peoples Republic of China, the Regulations on the Management of Algorithmic Recommendation Services for Internet Information Services, the Regulations on the Management of Deep Synthesis Services for Internet Information Services, the Interim Measures for the Management of Generative Artificial Intelligence Services, and other relevant laws, administrative regulations, and departmental rules.
Article 2 This regulation applies to online information service providers (hereinafter "service providers") that conduct AI-generated content identification activities in compliance with the provisions of the "Regulations on Algorithmic Recommendation Management for Internet Information Services", the "Regulations on Deep Synthesis Management for Internet Information Services", and the "Interim Measures for the Management of Generative Artificial Intelligence Services".
Article 3 Artificial intelligence generated and synthesized content refers to the information such as text, pictures, audio, video and virtual scenes generated and synthesized by artificial intelligence technology.
AI-generated synthetic content identifiers include explicit and implicit identifiers.
Explicit identification refers to the identification added in the generation of synthetic content or interactive scene interface, which can be presented in the form of text, sound, graphics and so on and can be clearly perceived by users.
Implicit identification refers to the identification added to the generated synthetic content file data by technical measures, which is not easily perceived by users.
Article 4 the generative synthesis service provided by the service provider falls under the circumstances specified in Paragraph 1 of Article 17 of the Administrative Provisions on Deep Synthesis of Internet Information Services, the generative synthesis content shall be added with explicit identification in accordance with the following requirements:
(1) Add text prompts or general symbol prompts or other identifiers at the beginning, end or appropriate position in the text, or add prominent prompts in the interactive scene interface or around the text;
(2) Add voice prompts or audio rhythm prompts or other identifiers at the beginning, end or appropriate position in the middle of the audio, or add prominent prompts in the interactive scene interface;
(3) Add a prominent prompt label in an appropriate place on the picture;
(4) Add prominent prompt signs in appropriate positions at the beginning of the video and around the video playback, and add prominent prompt signs in appropriate positions at the end and middle of the video;
(5) When presenting a virtual scene, a prominent prompt symbol can be added at an appropriate position in the starting picture, and a prominent prompt symbol can be added at an appropriate position during the continuous service of the virtual scene;
(6) Other generative synthesis service scenarios add significant prompts according to their own application characteristics.
When providing functions such as downloading, copying, and exporting generated content, the service provider shall ensure that the file contains explicit identification that meets the requirements.
Article 5 Service providers shall, in accordance with the provisions of Article 16 of the Regulations on the Management of Deep Synthesis of Internet Information Services, add implicit identifiers to the metadata of the files generated by the synthesized content. The implicit identifiers shall include the attribute information of the synthesized content, the name or code of the service provider, the content number and other production element information.
Encourage service providers to add implicit identifiers such as digital watermarks to generated synthetic content.
File metadata refers to descriptive information embedded in the file header in a specific encoding format, which records the file source, attributes, and purpose.
Article 6 Service providers providing network information content dissemination services shall take the following measures to standardize the dissemination activities of generated and synthesized content:
(1) Check whether the metadata of the file contains implicit identification. If the metadata of the file clearly indicates that it is generated and synthesized content, add a significant prompt identification around the published content in an appropriate way to clearly remind the public that the content belongs to generated and synthesized content;
(2) If no implicit identification is verified in the file metadata, but the user declares that the content is generated or synthesized, appropriate means shall be taken to add significant prompt identification around the published content to remind the public that the content may be generated or synthesized;
(3) If the file metadata fails to verify implicit identifiers and the user has not declared the content as generated/synthesized, but the service provider offering online information dissemination services detects explicit identifiers or other traces of generation/synthesis, the content shall be identified as suspected generated/synthesized material. Appropriate measures shall be taken to add prominent warning labels around the published content, alerting the public that the material is suspected to be generated/synthesized.
(4) Provide necessary identification functions and remind users to actively declare whether the published content contains generated synthetic content.
If the circumstances mentioned in items 1 to 3 of the preceding paragraph occur, the document metadata shall add the information of the attributes of the generated and synthesized content, the name or code of the dissemination platform, the content number and other dissemination elements.
Article 7: When reviewing applications for listing or launch, internet application distribution platforms shall require service providers to disclose whether they offer AI-generated content services. If such services are provided, the platforms must verify the relevant documentation for content identification.
Article 8 The service provider shall clearly specify the method, style and other specifications of the identification of generated synthetic content in the user service agreement, and prompt the user to read and understand the relevant identification management requirements.
Article 9 a user applies for a service provider to provide generated synthetic content without explicit identification, the service provider may provide such content after clarifying the users identification obligation and usage responsibility through the user agreement, and shall retain the information of the provided object and other relevant logs for at least six months in accordance with the law.
Article 10 a user uses the network information content dissemination service to publish the generated synthetic content, the user shall actively declare and use the identification function provided by the service provider for identification.
No organization or individual shall maliciously delete, , forge or conceal the identification of generated and synthesized content stipulated in these Measures, provide tools or services for others to carry out the above malicious acts, or damage the legitimate rights and interests of others through improper identification means.
Article 11 a service provider conducts identification activities, it shall also comply with the requirements of relevant laws, administrative regulations, departmental rules and mandatory national standards.
Article 12 When performing procedures such as algorithm filing and security assessment, service providers shall provide relevant materials related to identification of generated and synthesized content in accordance with these Measures, and strengthen the sharing of identification information to provide support and assistance for preventing and cracking down on relevant illegal and criminal activities.
Article 13 Those who violate the provisions of these Measures shall be dealt with by the relevant competent departments such as the Internet information, telecommunications, public security, radio and television in accordance with the provisions of relevant laws, administrative regulations and departmental rules according to their respective duties.
Article 14 These Measures shall come force as of September 1, 2025.
