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]

江苏省消保委建议：平台应切实履行监管职责，提升人工智能检测技术，完善审核和举报机制，及时发 现并拦截侵权、虚假、违法等不良内容，对于被举报的侵权账号，一旦核实，立即采取封号、限制流量 等措施，并将相关情况报送监管部门。若平台疏于监管，则应依法承担相应责任，根据《民法典》一千 一百九十五条之规定，若平台接到相关通知未采取必要措施的，应对损害扩大部分与实施侵权行为的网 络用户承担连带责任；根据《民法典》一千一百九十七条之规定，若平台知道或应当知道网络用户利用 其网络服务侵害他人民事权益，未采取必要措施的，与该网络用户承担连带责任。 建议消费者在面对名人 "声音""形象" 推荐商品的视频或直播活动时，应保持冷静，仔细查看商品信 息、评价等，不盲目跟风购买、打赏。若消费者发现疑似 AI 仿冒名人带货、直播等情况，及时向平台 举报或向相关监管部门反映，当自身权益因 AI 仿冒行为受到侵害时，积极运用法律武器维护自身合法 权益。 江苏省消保委提出，深度合成服务提供者应严格遵守《中华人民共和国民法典》（简称《民法典》） 《互联网信息服务深度合成管理规定》《人工智能生成合成内容标识办法》（9月1日实施）等相关规 定，自觉尊重 ...