Core Points - The rise of AI technology has led to its misuse in creating fake endorsements using the faces of well-known public figures, resulting in fraudulent product promotions [1][15][18] - The case of Li Zimeng, a popular CCTV host, highlights how her likeness was used to promote products falsely, leading to public confusion and financial loss [3][20][28] - The government has responded to these fraudulent activities by implementing stricter regulations and requiring real-name verification for online sellers to prevent future scams [40][42] Group 1 - AI technology is being exploited to create realistic fake endorsements, causing significant public trust issues [1][15] - Li Zimeng's image was used in deceptive marketing, leading many to believe in the legitimacy of the products being sold [3][18] - The fraudulent products, which were essentially candy, misled consumers into thinking they were legitimate health supplements [20][22] Group 2 - The incident has raised awareness about the potential dangers of AI-generated content and its implications for consumer trust [10][42] - Other public figures, such as athlete Quan Hongchan, have also been victims of similar scams, indicating a broader trend of AI misuse in marketing [30][34] - The government is taking action against these fraudulent practices, marking the Li Zimeng case as a significant example of AI-related advertising fraud [38][40]

同一时间，同一个人，身着不同服装，"现身"不同的直播间推广产品，动作神态与本人高度相似。这是 媒体11月上旬报道演员温峥嵘遭遇"AI盗播"的场景。"如果你是温峥嵘，那我是谁？"她前去质问，却被 直播账号拉黑。这个案例让公众意识到：人工智能也可能成为造假的"放大器"。 新华社北京11月17日电 11月17日,《新华每日电讯》发表题为《当"李逵"遇上"AI李鬼"——如何在创新 与规制之间寻找平衡》的报道。 事实上，这并非孤例。不久前，央视主持人李梓萌的AI形象被用于开展与事实不符的营销宣传，北京 市场监管部门就此开出了全国首张"AI虚假广告案"罚单。这起"首案"的意义，不在于罚款数字，而在于 揭开了一个快速扩张的灰色地带——创新与滥用之间的界线，需要被重新划定。 从"李逵打李鬼"到"眼见不为实"，AI在释放巨大创新红利的同时，也让"信任"这一社会基石遭遇前所未 有的考验。法律、监管与平台规则，都必须回答同一个问题：当"真伪"界限被算法模糊，如何为真实负 责？ 本期议事厅，新华每日电讯智库研究与传播中心邀请来自法学界与平台方的嘉宾，共同探讨"AI换脸广 告"的法律边界与治理逻辑，试图在多方视角的交锋中，寻找创新与规 ...

Core Insights - The first case of using AI technology for false advertising was investigated by Beijing's market regulatory authorities [1] - A company was reported for promoting "deep-sea polyunsaturated fish oil" as a treatment for various diseases, which was found to be misleading [1] Summary by Sections Case Details - The case originated from a consumer complaint received in February, highlighting the company's misleading claims about its product [1] - The company's live streaming account had 880,000 followers and prominently displayed medical terms suggesting the product was suitable for various health issues [1] Investigation Findings - The investigation revealed that the product in question was classified as candy and did not possess any disease treatment capabilities [1] - The image of a well-known host used in the promotional video was entirely fabricated using AI technology [1]