zhejiang regulates "ai digital human" live broadcast issues for the first time
2024-09-28
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chao news client reporter quan linmin correspondent city news
image source: visual china
zhejiang will take action again to standardize online live broadcasts.
on september 29, reporters learned from the zhejiang provincial market supervision bureau that in order to further standardize the behavior of online live streaming, protect the legitimate rights and interests of consumers, and promote the healthy development of industry standards, the bureau, in accordance with existing laws and regulations, targeted the chaotic online live marketing behavior , promulgated the "zhejiang province online live marketing code of conduct guidelines" (hereinafter referred to as the "guidelines"), listing 30 compliance requirements for operators in the form of a catalog list that are "frequently stated and always new", and for the first time standardizing the "ai digital human "live broadcast problem.
it is reported that the "guidelines" face the core of the industry in terms of false advertising, confusing forms, fake experts and fake events, false efficacy claims, fraudulent promotions, false identification and testing, various types of data falsification, creating a false sense of urgency, false endorsements, etc. identify key issues and propose governance directions and effective solutions.
it is worth mentioning that the "guidelines" comprehensively respond to the issues that need to be standardized in live broadcast marketing in the ai era to avoid the disorderly abuse of deep fake technology and digital human technology.
for example, some live broadcast marketing uses deep synthesis technology to generate fake voices, mouth movements, images and other videos of celebrities to divert traffic to the live broadcast room, making consumers mistakenly believe that celebrities or celebrities have an endorsement relationship with the live broadcast room, thereby deceiving fans or audiences. . the "guidelines" clearly require: "consumers shall not be induced to click into the live broadcast room through short videos with false content, etc., and shall not use or use ai deep synthesis technology or other methods to forge other people's voices, portraits, edit audio and video to create a live broadcast room without authorization." create short video ads to attract traffic.”
in view of the fact that ai digital people may cause public confusion or misidentification, the "guidelines" clarify: "ai digital people using deep synthesis services that may cause confusion or misidentification to the public should be continuously and conspicuously marked in reasonable locations and areas to distinguish them from natural persons." the name or image must be clearly distinguished, and technical means shall not be used to delete, tamper with, or conceal the identification of ai digital people.”
the relevant person in charge of the advertising supervision division of the zhejiang provincial market supervision bureau said that the introduction of the "guidelines" aims to attract the majority of operators to attach great importance to strictly abide by the requirements of these guidelines, focus on self-management and self-restraint, standardize their own online live broadcast marketing behaviors, and protect consumers legally rights and interests, promote the standardized operation and high-quality "long-lasting" development of the online live broadcast industry, and also remind consumers to pay attention to self-prevention when shopping online, consume scientifically and rationally, and safeguard their own rights and interests in accordance with laws and regulations.
the following is the full text of the guidelines.
zhejiang province online live marketing code of conduct guidelines
in order to guide operators to standardize live broadcast marketing behaviors, prevent live broadcast marketing compliance risks, protect consumers' legitimate rights and interests, and promote the healthy and orderly development of the industry, in accordance with the advertising law of the people's republic of china, the e-commerce law of the people's republic of china, and the countermeasures of the people's republic of china unfair competition law, price law of the people's republic of china, implementation regulations of the consumer rights protection law of the people's republic of china, internet advertising management measures, online live marketing management measures (trial), online transaction supervision and management measures, internet countermeasures the interim provisions on unfair competition, the provisions on the in-depth synthesis management of internet information services, and the code of conduct for online anchors have formulated these guidelines.
these guidelines are applicable to online live broadcast marketing activities carried out within the administrative region of this province, and serve as guidance for various business entities to carry out compliance management of online live broadcast marketing. business entities that engage in live broadcast marketing activities within the administrative region of this province, including those registered in other provinces (autonomous regions, municipalities directly under the central government) and those that carry out live broadcast marketing to consumers in this province, may refer to these guidelines to formulate a compliance system for online live broadcast marketing to strengthen live broadcasting marketing compliance risk management and control.
1. do not engage in bad-oriented behaviors when engaging in online live broadcast marketing activities
1. it does not contain harmful marketing content that damages the dignity or interests of the country or hurts national sentiments.
2. do not use major party and country events, important time nodes, or natural disasters, major accidents and other disaster events as marketing content.
3. it does not contain uncivilized, irrational, unhealthy expressions, as well as "special supply" or "exclusive supply" that spreads wrong value orientation and other bad marketing content that is not in line with socialist spiritual civilization or the excellent traditional culture of the chinese nation.
4. do not use or use in disguised form the national flag, national anthem, national emblem, military flag, military anthem, military emblem, party emblem, party flag and their patterns, as well as the names or images of state agencies and state agency staff.
5. do not conduct marketing in ways that hinder social public order or violate good social customs by creating panic, deliberately causing fan conflicts, malicious hype, etc.
6. it does not contain harmful marketing content that shows blood, terror, violence, cruelty, self-mutilation, abuse, pornographic images, sounds, text, etc. that can cause physical and mental discomfort, as well as vulgar, vulgar, vulgar, vulgar, soft-pornographic marketing content that displays excessive nudity, inappropriate postures, etc. .
7. does not contain harmful marketing content that incites ethnic discrimination, racial discrimination, religious discrimination, regional discrimination, gender discrimination, discrimination against specific groups, etc.
8. do not use "internet celebrity children" marketing to make profits, and do not contain harmful marketing content that affects the establishment of correct cognition and behavioral norms, induces imitation of behaviors that are inconsistent with their abilities, and harms the physical and mental health of minors.
2. do not engage in online live broadcast marketing activities to deceive or mislead consumers.
9. do not use short videos with false content to induce consumers to click into the live broadcast room, and do not use or use ai deep synthesis technology or other methods to forge other people’s voices, portraits, and edit audio and video to create short video advertisements for the live broadcast room without authorization. .
10. improve consumer trust by not confusing live broadcast marketing with real knowledge introduction, experience sharing, consumption evaluation, etc.
11. do not pretend to be "fake experts" in the fields of medical care, education, finance, etc., or make up "fake characters" such as fictitious professions, resumes, experiences, character relationships, emotional personas, etc., or use fabrications to help vulnerable groups in society or create false public opinion hot spots. and other "fake events" to promote related products or services by deceiving the trust of the audience or the goodwill of the consumer public.
12. there shall be no headline marketing that is seriously inconsistent with the actual content, such as fictitious ingredient content, false claims of product categories, inconsistency with the quality status indicated by physical samples, or supposed performance, or false or misleading content marketing.
13. it does not contain "miracle doctors" or "magic medicines" that exaggerate the performance, quality, and functional uses of goods or services, fictitious treatments, health care, and health-preserving effects, or violate scientific laws, expressly or implicitly stating that they can treat all diseases, adapt to all symptoms, and adapt to all people. , or inappropriate marketing content that is necessary for normal life and treatment of illnesses.
14. do not promote product ingredients, performance, etc. by forging certification certificates, test reports, appraisal certificates, or without the support of relevant test reports and other evidence.
15. do not conduct marketing through unfair pricing practices such as fictitious original prices, false discounts, low bids and high settlements.
16. do not deceive consumers into increasing the attention of the live broadcast room or induce impulse consumption by falsely claiming the inventory, limited quantity or limited time promotion information of live broadcast marketing products.
17. do not fabricate or tamper with transaction volume, reservations, collections, clicks, retweets, fans and other transaction information, business data, traffic data, interaction data, or tamper with, fabricate, or conceal user reviews or praise prefixes, marketing is carried out through negative reviews followed by misleading displays and other methods.
18. do not conceal or unilaterally inform true information such as the varieties, specifications, quantities, deadlines, formats, coupon usage restrictions, etc. of complimentary goods or services included in live broadcast marketing.
19. if it constitutes commercial advertising endorsement, it shall not be recommended or certified to consumers without using the goods or experiencing the services.
20. if the use of ai digital people applying deep synthesis services may cause public confusion or misunderstanding, they shall be continuously and prominently marked in reasonable locations and areas, and clearly distinguished from the names or images of natural persons, and technical means shall not be used to delete, tamper with, or conceal them. distinguish ai digital human identity.
3. do not engage in other illegal marketing activities when engaging in online live broadcast marketing activities
21. information that should be disclosed such as "who is bringing the goods" and "whose goods are being brought" shall not be concealed. operators shall indicate their true name and mark in a conspicuous position of the live broadcast business premises.
22. do not introduce cultural and sports workers, experts and scholars, internet celebrities, etc. who have serious misconduct or misconduct as live broadcast room guests or anchors.
23. do not use terms such as "national", "superior", "best" and "well-known trademark" for live broadcast marketing advertising.
24. do not use methods such as concocting topics, fictitious traffic, or high rebates to defraud and increase the exposure of the platform algorithm to live broadcast events, or use algorithm rules to gain unfair competitive advantages.
25. do not contain advertising content that makes one-sided comparisons or directly disparages other producers and operators by setting unreasonable comparison conditions, falsifying comparison results, etc.
26. do not sell products that infringe intellectual property rights such as counterfeit registered trademarks, counterfeit patents, infringement of exclusive rights to registered trademarks, patent rights, etc. through live broadcast marketing.
27. do not use live broadcast marketing to sell counterfeit, adulterated, shoddy and other substandard products, as well as products that do not meet compulsory standards, compulsory certification products that have not obtained certification, contain toxic and harmful substances, etc. products that meet personal and property safety requirements.
28. do not sell food through live broadcast without business qualifications, and live broadcast sell food that does not meet food safety standards, food with false production dates or food that has exceeded the shelf life.
29. do not sell products or services that violate relevant national policies in finance, education, medical care, real estate, fishery, etc. through live broadcast marketing.
30. do not use live broadcast marketing to sell products or services that are prohibited from production or free circulation by law, such as pyramid schemes, fraud, gambling, trading of wild animals, selling contraband and controlled items, etc.; do not use live broadcast to promote advertising prohibited by law. goods or services; if administrative permission is required for specific activities, no commercial marketing will be conducted without permission or beyond the scope of the permission.
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