BABA(US:BABA) Huan Qiu Wang·2025-11-06 11:16Core Insights - Douyin E-commerce has launched a special initiative to combat unauthorized impersonation of celebrities by merchants and influencers, which misleads consumers and disrupts normal trading order [1][3] - 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 and freezing transaction amounts [1][3] Summary by Sections Initiative Overview - The initiative focuses on addressing the use of AI technology and special effects to impersonate celebrities for marketing purposes, which harms consumer rights [1] - Douyin E-commerce emphasizes the importance of maintaining a fair and transparent environment for all e-commerce activities [3] Actions Taken - The platform has suspended 11,000 accounts and removed over 6,700 products for violations since the initiative's launch [1] - Specific actions include interrupting live streams, removing videos and products, freezing transaction amounts, and banning accounts [1][3] Case Examples - Notable cases include 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 [3] - Other influencers have been found to falsely promote products by misusing the names of celebrities such as Li Meiqin and Luo Yonghao, leading to similar punitive actions [3] Future Plans - Douyin E-commerce plans to continue strengthening its governance efforts and strictly enforce regulations against violations to protect consumer rights and enhance market order [3]