“Virtual images” need to tell the truth when promoting products
2024-08-12
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Original title: “Virtual images” also need to tell the truth when promoting products
Recently, the Beijing Municipal Administration for Market Regulation issued the "Beijing Live Streaming Sales Compliance Guidelines", which not only put forward specific compliance requirements for live streaming sales platform operators, live streaming sales room operators, live streaming sales personnel and live streaming sales service agencies, but also virtual images and content synthesized using artificial intelligence technology must refer to the compliance guidelines to "follow the rules". The guidelines will further promote the focus of live streaming sales governance from in-process supervision and post-event punishment to pre-event prevention, fully protect the legitimate rights and interests of consumers, and promote orderly competition and innovative development of the live streaming sales industry. (According to Xinhuanet on August 11)
In recent years, the launch of virtual images by live streaming platforms has become a trend in brand marketing. The reason behind this is that the platforms are trying to cater to new consumer audiences. According to industry data, more than 30 brands have begun to use virtual images for live streaming in the past three years. According to a survey report, the market size of virtual images will reach 333.47 billion yuan in 2023. It can be seen that in recent years, the exploration of commercial realization of domestic virtual images has ushered in explosive development.
It goes without saying that using celebrities for live streaming is like a "double-edged sword": corporate brands can certainly use the celebrity's fame to increase their visibility and influence; but once the celebrity is involved in a public opinion storm, it will also bring an impact to the brand. Unlike real celebrities' live streaming, virtual images do not have uncontrollable gossip, scandals and other negative news, and the image will not "turn over", and the safety factor is obviously higher. Therefore, more and more brands are gradually turning their attention to virtual images.
What must be faced is that although more and more live streaming platforms are beginning to try to use virtual images, this market is still in the exploratory stage. There have been "accidents" when virtual idols were live streaming to sell goods. In particular, virtual images cannot use related products, nor can they have real consumer experiences, so the authenticity and quality of their live streaming products cannot be guaranteed. Based on this, Beijing has issued new regulations to regulate live streaming and sell goods, making it clear that virtual images must also "follow the rules."
When a virtual image is live streaming and selling goods, it is also necessary to "tell the truth." Live streaming and selling goods is a commercial activity that must abide by basic business rules: truthfulness. At the same time, live streaming and selling goods is also a legal act, and it must not exaggerate or mislead the public. Live streaming and selling goods platforms that launch virtual images should do their homework and carefully examine the functions, effectiveness and quality of the products to avoid misleading consumers due to false propaganda and causing unnecessary trouble to themselves. Relevant departments should strengthen supervision. Once a virtual image is found to be suspected of false propaganda, the live streaming and selling goods platforms must be strictly investigated and dealt with in strict accordance with the Advertising Law. (Wang Changlian)
Source: Henan Daily
