On September 2, 2025, the Douyin E-commerce Security and Trust Center announced a notice that it will take strict measures against merchants and influencers who abuse artificial intelligence technology on its platform, including removing and expelling illegal videos and accounts. This decision was made against the background of recent findings where a small number of merchants and influencers used AI to generate misleading content, harming consumers' legitimate rights and interests.

Douyin

The notice stated that with the popularization of AI technology in e-commerce content creation, although it has greatly improved the efficiency of creation, it has also brought many problems. Some merchants use AI technology to generate false product displays and exaggerated promotional content, misleading consumers and causing users to suffer financial losses. In addition, some video creators also use AI technology to imitate celebrity images, claiming to be authoritative experts for product promotions, seriously disrupting the normal transaction order of the platform.

Specific violations include using AI to generate false product displays and exaggerating product features; using AI to synthesize celebrity images for misleading promotions; and using fictitious reviews in product details and live broadcasts. These behaviors not only affect consumers' rational judgment but also infringe on celebrities' right to their image and consumer trust.

To this end, Douyin clearly stated that any behavior involving the generation of false content or misleading information through AI will be severely cracked down on. The notice listed several typical violation cases, including using AI to impersonate celebrities for product promotion, displaying product content that does not conform to reality, and using AI-generated content completely unrelated to the product to attract user attention. Douyin also emphasized that creators must make independent statements when publishing AI-generated content, and works without statements will be subject to platform governance.

Douyin called on all merchants and influencers to use AI technology in a standardized manner and ensure consumers' shopping experience. The platform requires creators who publish AI-generated content to actively declare it and comply with the requirements of legal creation, avoiding the release of any false or misleading AI content.