Chinese AI developer DeepSeek has announced a new labeling system for content generated by its AI products, aligning with China’s stringent legal requirements.
The initiative, unveiled on September 3, 2025, aims to ensure transparency and traceability of AI-generated content across digital platforms, reflecting the country’s growing regulatory oversight in the tech sector.
The system features two distinct types of labels: overt and hidden. Overt labels are designed to be easily noticeable, including text such as “AI-Generated,” audio notifications, and graphical indicators embedded within the content. These visible markers serve as an immediate signal to users and regulators that the material was produced by AI.
In contrast, hidden technical markers are embedded within the content itself, carrying detailed metadata. These include information about the content type, the originating company (DeepSeek), and unique identification numbers. This layered approach ensures that even if overt labels are overlooked, the content’s AI origin can still be traced.
DeepSeek has made it clear that tampering with these labels is strictly prohibited. Users are barred from removing, altering, falsifying, or attempting to conceal the markings in any way, with violations potentially leading to legal consequences under Chinese law. This enforcement underscores the government’s commitment to maintaining control over AI-generated material.
In addition to the labeling system, DeepSeek has released a technical guide detailing the training processes of its models and the creation of AI content. This move complies with directives from the Chinese government, which has mandated comprehensive documentation to enhance accountability.
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The broader context for these changes stems from a new regulation, effective since September 1, 2025, requiring all AI-generated content on internet platforms to be labeled. This law applies to both companies and individual users. Failure to disclose an AI origin when uploading content — such as omitting the required label — can result in the post being removed and the user’s account being blocked. This sweeping measure reflects China’s efforts to regulate the rapid proliferation of AI technologies and mitigate potential misuse.
As DeepSeek rolls out this system, it sets a precedent for other AI firms operating in China, signaling a new era of compliance and oversight in the country’s tech landscape.
