In response to the abuse of AI synthesis technology and to regulate the order of e-commerce live streaming, the Beijing Consumer Association (Beijing Consumer Association) recently signed the country's first "Commitment on Promoting the Standardized Application of AI Technology" with eight major e-commerce platforms, including JD.com, Meituan, Pinduoduo, Vipshop, Douyin, Kuaishou, Xiaohongshu, and WeChat Live.
This initiative aims to address three major issues in AI applications: insufficient consumer right to be informed, "false marketing," and shortcomings in platform review mechanisms. A special survey showed that nearly 90% of respondents called for AI-generated content to be clearly marked, and expressed concerns that AI digital humans might mislead consumer decisions.
The "Commitment" is centered on "transparent labeling, strict review, and traceable responsibility," defining six "compliance red lines" for AI technology use. Key measures include:
Mandatory labeling requirements: When merchants use AI digital humans or virtual scenes, they must clearly mark "AI-generated" or "realistic scene" in a prominent location.
Prohibition of fake celebrity shopping promotion: It is strictly prohibited to use AI face-swapping technology to impersonate celebrities for product promotion.
Combining technology with human review: Platforms will combine technical monitoring with manual verification to add warnings or block links for unmarked suspected AI content in a timely manner.
