抖音电商发布专项治理阶段性进展 已处置违规账号1.1万个

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 purposes, which misleads consumers and disrupts normal trading order [1][2] - Since the initiative began in October, Douyin E-commerce has taken action against 11,000 accounts and over 6,700 products for violations, including suspending live streams, removing infringing content, freezing transaction amounts, and banning accounts [1][2] Summary by Sections - Initiative Overview - Douyin E-commerce's special initiative focuses on addressing unauthorized impersonation of celebrities in marketing [1] - The initiative aims to protect consumer rights and maintain platform order [1] - Actions Taken - A total of 11,000 accounts and over 6,700 products have been dealt with since the initiative's launch [1] - Specific actions include interrupting live streams, removing infringing videos and products, freezing transaction amounts, and banning accounts [1][2] - Case Examples - Notable cases include influencers using AI to impersonate celebrities like Wen Zhengrong, resulting in over 10,000 infringing videos being removed, including 6,900 marketing videos [2] - Other influencers misrepresented endorsements from celebrities such as Li Meiqin and Luo Yonghao, leading to similar punitive actions [2] - Platform Commitment - Douyin E-commerce emphasizes a strict prohibition against the use of AI for impersonating celebrities or virtual figures for false advertising [2] - The platform encourages merchants and influencers to report unauthorized use of their likenesses and offers support to prevent the spread of infringing content [2] - Douyin E-commerce will continue to enhance governance efforts to ensure consumer rights are protected and to improve market order and integrity [2]