Soufun's officially certified e-commerce account "Soufun Personal Care Appliances Store" recently caused a major uproar after posting a large number of AI-generated borderline videos. The videos featured vulgar plots such as "a man enters a bathroom while a woman is showering and suggests helping her wash her back" and "a cleaner enters a women's restroom and says he has seen everything." Many netizens expressed disgust, criticizing the content as "vulgar for attention," and even questioned Soufun products for being "overpriced and low quality." On August 5, Soufun made an emergency response, stating that all involved videos had been removed and admitted that the authorized store's content management and review mechanisms had failed.

According to reports, the account was promoting Soufun's high-temperature steam cleaner by posting multiple AI-generated borderline content. One video used the selling point of "two men in a bathroom with a woman suddenly entering to demonstrate the cleaning function," while other videos directly used sexually suggestive scenarios as traffic magnets. After the videos were posted, public opinion quickly escalated, with netizens not only criticizing the advertisement as vulgar and offensive but also directing their anger towards the brand itself, shouting "Your ad is really low," and questioning the operation team for having no boundaries. Currently, the account's homepage only retains three normal product explanation videos, and all borderline content has been removed.

Regulation of AI-generated content remains a blind spot in the industry

In its response, Soufun stated that it removed the problematic videos on the same day and conducted a comprehensive review of the material review process, while further strengthening the content management and review mechanism for authorized stores. However, this incident highlights the core issue: AI tools have greatly reduced the threshold for producing low-quality content, and if companies relax their review and control, their brand image may suffer serious backlash in a short time.