The State Internet Information Office recently issued an announcement, stating that it will severely rectify the chaos of using AI to impersonate public figures for live-streaming marketing. With the rapid popularization of generative AI technology, some online accounts have used AI face swapping, voice changing, and deepfake technologies to impersonate the image of public figures, spreading marketing information through live streams and short videos, misleading netizens, and涉嫌 false advertising and infringement, causing serious damage to the online ecosystem.

AI Face Swapping, Facial Recognition (2)

The Internet information department stated that it has recently strictly investigated a batch of illegal accounts in accordance with laws and regulations, including accounts such as "Baihu Supermarket Store", "Nana Good Things Alliance", and "Global Skincare and Beauty Selection". These accounts have used AI to forge celebrity images for selling goods, promoting, or making false recommendations, disrupting the normal market order.

In law enforcement actions, platforms were also required to carry out centralized governance. The Internet information department urged major websites and platforms to issue special governance announcements, increase review efforts, and proactively identify risks. As of now, a total of more than 8,700 pieces of related illegal information have been cleared, and over 11,000 accounts impersonating public figures have been dealt with, showing unprecedented intensity of rectification.

The Internet information department emphasized that in the next step, it will continue to strengthen the main responsibility of platforms and maintain a high pressure, strict management, and zero-tolerance stance against the behavior of using AI to impersonate public figures for live-streaming marketing. For malicious marketing accounts, it will adhere to "investigate a batch, deal with a batch, expose a batch", and resolutely safeguard a clean and healthy online environment.