China’s top cyberspace regulator has proposed strict new rules for the fast-growing world of digital humans, requiring every virtual character to carry a clear label and banning services that offer “virtual intimate relationships” to anyone under 18.
The Cyberspace Administration of China (CAC) released the draft regulations on Friday for public comment until May 6. The measures would also prohibit the use of anyone’s personal information to create digital humans without their consent and ban virtual characters from being used to dodge identity checks or spread content that threatens national security.
The rules mark the latest effort by Beijing to draw firm boundaries around powerful new artificial intelligence technologies, even as it pours resources into making the country a global leader in the field. Digital humans, realistic AI-generated avatars that can chat, perform, teach, sell products, or keep lonely users company, have exploded in popularity across Chinese social media and live-streaming platforms. Some have built followings in the millions and generate serious revenue through virtual gifts, endorsements, and companionship.
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Under the draft, service providers must ensure prominent “digital human” labels appear on all virtual content. Digital humans would be barred from providing “virtual intimate relationships” to those under 18. They would also be prohibited from disseminating material that endangers national security, incites subversion of state power, promotes secession, or undermines national unity.
Platforms would have to block sexually suggestive content, depictions of horror or cruelty, and anything that incites discrimination based on ethnicity or region. The rules further encourage companies to monitor users for signs of suicidal or self-harming behavior and step in with professional assistance when needed.
“The governance of digital virtual humans is no longer merely an issue of industry norms; rather, it has become a strategic scientific problem that concerns the security of the cyberspace, public interests, and the high-quality development of the digital economy,” an official analysis published alongside the draft on the CAC’s website said about the issue.
Just last month, China’s latest five-year economic blueprint singled out artificial intelligence as a top national priority for aggressive adoption across the economy. At the same time, regulators have been tightening oversight of the sector to ensure it stays aligned with the Communist Party’s vision of “socialist values” and does not erode social stability or public trust.
The proposed rules aim to close a regulatory gap in a booming industry that has so far operated with relatively light supervision. Virtual idols, AI news anchors, digital tutors, and increasingly sophisticated companion avatars have become commonplace on platforms like Douyin, Kuaishou, and WeChat. Many users already spend hours interacting with these lifelike figures, raising official worries about addiction, emotional manipulation, and blurred lines between real and artificial relationships — especially among younger people.
By insisting on clear labeling, Beijing hopes to prevent users from mistaking AI creations for genuine human beings. The ban on virtual intimacy for minors directly addresses concerns that highly realistic digital companions could prey on emotional vulnerabilities or encourage unhealthy dependencies.
In recent years, China has moved quickly to govern deepfakes, generative AI tools, and algorithm-driven recommendation systems, always with an emphasis on content control, data security, and ideological alignment. The digital human rules continue that approach, treating the technology not just as an innovative new industry but as a potential vector for social and political risk.
For companies building or deploying digital humans, the new regulation denotes that innovation is encouraged, but only within tightly drawn red lines. Developers will now need robust systems for labeling, age verification, content moderation, and user monitoring to stay on the right side of the law. Those who fail to adapt could face heavy penalties once the rules are finalized.
Beijing is racing to contain the escalating evolution of artificial intelligence despite warnings that tight regulations will slow the sector’s explosive growth. The latest regulatory move shows that Beijing is determined to keep a firm hand on one of the most emotionally engaging and commercially promising frontiers of artificial intelligence.
The push to make digital humans more realistic and more deeply woven into daily online life now must be shaped by the government to make sure they serve its vision of a controlled, orderly digital future.