China targets deepfake livestreams of public figures

A stance to curb deceptive marketing and protect consumers.
China begins a crackdown on AI deepfakes used to impersonate celebrities in livestream sales.

Chinese cyberspace authorities announced a crackdown on AI deepfakes impersonating public figures in livestream shopping. Regulators said platforms have removed thousands of posts and sanctioned numerous accounts for misleading users.

Officials urged platforms to conduct cleanups and hold marketers accountable for deceptive promotions. Reported actions include removing over 8,700 items and dealing with more than 11,000 impersonation accounts.

Measures build on wider campaigns against AI misuse, including rules targeting deep synthesis and labelling obligations. Earlier efforts focused on curbing rumours, impersonation and harmful content across short videos and e-commerce.

Chinese authorities pledged a continued high-pressure stance to safeguard consumers and protect celebrity likenesses online. Platforms risk penalties if complaint handling and takedowns fail to deter repeat infringements in livestream commerce.

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