抖音电商发布仿冒名人专项治理阶段性进展

Core Insights - Douyin E-commerce has launched a special initiative to combat unauthorized impersonation of celebrities by merchants and influencers using AI technology for marketing, which misleads consumers and disrupts normal trading order [1][3] Summary by Sections Initiative Overview - The initiative aims to address the issue of unauthorized merchants and influencers using AI to impersonate celebrities for sales, which harms consumer rights and disrupts platform order [1] Actions Taken - Since the launch of the initiative in October, Douyin E-commerce has dealt with a total of 11,000 accounts and over 6,700 products involved in violations. Actions include interrupting live streams, removing violating products and videos, freezing transaction amounts, resetting avatars or nicknames, and banning accounts [1][4] - The platform has also encouraged influencers to activate a feature to block the spread of similar infringing content, successfully intercepting tens of thousands of infringing videos [1] Case Examples - The platform reported typical cases of violations, including influencers using AI to impersonate celebrities like Wen Zhengrong, resulting in the removal of over 10,000 videos, including 6,900 sales videos, and penalties for 37 accounts. Other influencers misrepresented endorsements from celebrities like Li Meiqin and Luo Yonghao, leading to similar punitive actions [3] - Douyin E-commerce reiterated its strict prohibition against the use of AI technology for false advertising and sales by impersonating celebrities or virtual figures [3] Future Actions - Douyin E-commerce will continue to strengthen governance efforts, strictly addressing violations through measures such as video removal, account bans, and freezing transaction amounts to protect consumer rights and enhance market order and integrity [4]