Updated guidelines target mass-produced and AI-rewritten posts, reflecting growing concern over the spread of low-effort content
2-MIN READ2-MIN ListenMinxiao Changin ShenzhenPublished: 9:31pm, 10 Apr 2026Tencent Holdings’ super app WeChat has updated its content governance rules to ban non-human automated publishing, including the use of artificial intelligence and scripts, amid a surge in technologies that can replace human creators.
“Official accounts and service accounts must not use AI, scripts, APIs or other automated methods to replace human involvement in content production and distribution,” WeChat said on Thursday via its official platform.
The super app, marketed as Weixin on the mainland, also warned against speculative and low-effort content.
The updated guidelines prohibit mass-produced, formulaic or fragmented posts, as well as content generated, rewritten or repurposed by AI in ways that do not reflect original human intent. The dissemination of tools and services that enable non-human automated publishing is also banned.
Accounts found in violation may face penalties ranging from traffic restrictions and content removal to suspension or permanent bans, depending on the severity of the offence.
WeChat’s latest crackdown reflects a broader industry push to rein in the unchecked proliferation of machine-generated content, as concerns grow over the displacement of human creators and the spread of low-quality material.
On Thursday, several WeChat content operators said on social media that articles had been removed in batches from their accounts, with the platform citing “non-human automated content generation” as the reason.
