By Jin Xin, People’s 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 labelling 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.
(Contributed by the People’s Daily China)
