01Check the origin of every input first
Record the source of every reference image, video, voice, font, music and brand asset. Self-shot material is not automatically free of constraints: people, artworks, commercial marks and private places can carry their own rights. Confirm that a client may authorize AI processing and external release; read stock licences for generative AI, modification and commercial use; downloading something online is never a licence.
02Treat real faces and voices as special
Making a person appear to say words they never said can mislead and harm. Obtain clear consent even for harmless entertainment, and avoid presenting it as a real record. Do not test face replacement, lip sync or voice cloning with minors, private individuals or client material. Consent should cover purpose, platform, duration, re-generation or training, and withdrawal or deletion.
03Avoid copying characters and artists
A prompt may invoke a familiar character or style, but that does not make the output safe for commercial use. Describe observable visual qualities instead of asking for a copy of a particular work, character or living artist. Music needs the same care: use a platform library, licensed music, your own recording or material expressly cleared for commercial use, and keep the licence page and version.
04Use the required AI disclosure
An AI label is not completed by writing ‘for entertainment only’. China’s Measures for the Labelling of AI-generated and Synthetic Content require explicit and implicit labels for generated text, images, audio, video and virtual scenes; responsibility varies by provider, platform and publisher. YouTube requires disclosure for realistic materially altered or synthetic content, and TikTok provides creator labels. Use the platform’s formal upload control as well as any visible context.
05Keep a release archive
Save prompts, reference assets, permissions, generation date, model and version, original outputs, edit project, music source and platform settings. Before release, ask whether viewers could mistake it for real news, evidence or a real statement; whether every person, voice, music, font, brand and reference has a basis; whether captions and claims were checked; whether labels and metadata are set; and whether you can return to the original record if challenged.
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