China’s final rules for emotionally interactive AI services took effect July 15, adding new safeguards for users and duties for providers. The Associated Press reported that users lost companion features as ByteDance, Alibaba and Tencent changed affected services after the rules took effect.
Key Facts
- China: Joint Order No. 21 took effect July 15, 2026.
- Covered services: The rules govern AI services that simulate human traits and provide sustained emotional interaction to the public in China.
- Minors: Providers may not offer minors virtual-relative or virtual-companion relationships.
What the final rules cover
The five issuing agencies published Joint Order No. 21 on April 10. A departmental rule is a binding regulation issued by government agencies under their legal authority.
The order covers public services in China that simulate human personality, thought or communication styles and provide sustained emotional interaction. It excludes non-emotional customer service, knowledge, work, education and research tools.
The distinction means China has not imposed a blanket ban on adult AI companions. Providers may continue offering covered services if they meet the applicable requirements.
What providers must change
Providers may not encourage emotional dependence or addiction, damage users’ real relationships or manipulate emotions to produce unreasonable decisions. They must also offer a convenient way to leave a service and may not obstruct a user’s exit through continued interaction.
Providers must tell users they are interacting with AI rather than a person. They must issue prominent reminders when users show signs of excessive dependence and after each period exceeding two hours of continuous use.
The rules require safeguards for extreme emotional situations, including intervention when a user expresses a clear threat of self-harm or suicide. Providers must also offer ways to copy or delete interaction data and establish complaint and appeal channels.
Minors cannot receive virtual-relative or virtual-companion services. Other covered services for children under 14 require consent from a parent or guardian.
Platforms remove companion features
Caixin reported that Alibaba’s Qianwen and ByteDance’s Doubao displayed shutdown notices on July 4. Both notices said affected agent features would close by July 15.
Caixin reported that Qianwen warned users they would lose access to relevant configurations and earlier conversations. Doubao directed users toward another ByteDance application where they could create new agents, according to Caixin.
The Associated Press later reported that ByteDance, Alibaba and Tencent had removed affected companion services. AP documented grief among users who lost long-running virtual relationships and efforts to preserve or move conversations.
The order itself does not name those companies or direct the shutdown of a particular product. It also does not establish that any named provider violated the rules or received a penalty.
Why regulators adopted the measure
The Cyberspace Administration of China said the measure seeks to balance innovation with protection against risks involving minors, health, information security and ethical bias. The final text supports continued innovation under what it describes as inclusive, prudent and tiered regulation.
That stated rationale differs from theories about government motives voiced by individual users. Such theories are not findings in the final order.
What happens next
Covered providers must conduct safety assessments when launching services, making major changes, reaching specified user thresholds or encountering certain risks. Provincial cyberspace authorities receive those assessments and may conduct further reviews or inspections.
Regulators may order corrections and, in serious cases, suspend related services or impose fines. Those enforcement powers do not establish that the reported product changes followed an individualized government order.
Sources
- Interim Measures for the Administration of Artificial Intelligence Anthropomorphic Interaction Services — Joint Order No. 21
- CAC announcement of the final anthropomorphic-interaction rules
- CAC questions and answers on the final rules
- Ministry of Commerce legal-database entry for Joint Order No. 21
- Associated Press: Chinese users of AI companions bereft after government tightens regulations
- Caixin: Qianwen and Doubao announce agent-feature shutdowns
