Recently, issues such as false advertising, exaggerated product effects, and forged expert images have frequently occurred in live-streaming e-commerce and short video sales, drawing widespread social attention. Today, CCTV News conducted an in-depth exposure, revealing many illegal practices that infringe on consumer rights.

Fake "Medical Grade" Products and Fake Experts Are Major Problem Areas

On a certain short video platform, some hosts actively promoted ordinary facial tissues, falsely claiming they met "medical-grade" standards, leading many unsuspecting consumers to place large orders. In addition, multiple fake advertisements using AI technology to synthesize the images and voices of famous experts have been investigated by market regulators.

These AI-faked videos mislead consumers into believing that the products are endorsed by authoritative experts, seriously disrupting market order. At the same time, some common solid beverages have been packaged as medicines with the effect of treating gastritis, and all involved individuals have been legally fined heavily.

Half-Year Campaign to Crack Down on AI Forgery

In response to various problems in the field of online advertising, regulatory authorities have initiated systematic governance from a institutional perspective. The State Administration for Market Regulation has recently launched a half-year campaign to rectify the order of the online advertising market, and for the first time introduced the concept of "ecological governance of online advertising."

This campaign clearly focuses on the key task of rectifying illegal advertising in live-streaming e-commerce and AI-generated advertising, requiring strict crackdowns on the use of AI to impersonate experts and celebrities, and ensuring that AI advertising must be clearly labeled. The Cyberspace Administration of China has also comprehensively advanced the standardization of short video content labeling, making content tags a mandatory step in short video posting, significantly improving the transparency of advertising information.