China has proposed new rules to regulate AI-generated virtual humans, requiring clear labelling, restricting misuse, and introducing stronger protections for minors.
China has released draft rules to regulate AI-generated “virtual humans,” with a focus on risks to minors and online misuse.
The Cyberspace Administration of China published the proposal for public comment, outlining baseline requirements for the use of virtual humans across online services.
Virtual humans are AI-generated digital avatars that can replicate a person’s appearance, voice, and behaviour. They are widely used in livestreaming, customer service, and online entertainment. As access to the technology expands, related risks have also increased.
Responsibility and Data Use
The draft defines responsibilities for developers, service providers, platforms, and users.
Users will be held accountable for the content they create. The rules no longer treat them solely as end users.
The proposal also sets limits on the use of personal data. Creating a virtual likeness based on someone’s face, voice, or identity requires prior consent, which can be withdrawn.
Unauthorised use of a person’s image or identity may result in legal liability.
Content Rules and Minors Protection
The draft includes specific provisions for minors. It restricts services that simulate close personal relationships, such as virtual companions.
It also bans content that may encourage excessive spending, unsafe behaviour, or the imitation of harmful practices.
In addition, the rules prohibit the use of virtual humans to bypass identity checks or spread false information. They also restrict misleading medical or financial advice.
All AI-generated characters must be clearly labelled so users can identify them as virtual.
Regulators in other regions are also addressing risks linked to AI-generated content. The EU AI Act sets out a framework for AI governance in Europe. In the United States, discussions continue around deepfakes and platform responsibility.
China’s draft reflects a broader effort to manage the risks of AI technologies, particularly their impact on younger users.
If you liked this article, why not read: China Regulates AI Virtual Hosts in Live-streaming E-commerce
