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Without eyes, yet daring to evaluate the comfort of contact lenses. Without body temperature, yet daring to boast about the miraculous effect of ointment in treating diseases. Without physical sensation and heartbeat, a group of AI digital humans have transformed into "medical experts" and "senior users", vigorously promoting and selling drugs on various platforms, using a series of realistic language to harvest consumer trust. At present, the threshold for AI to generate sales videos with just one click is extremely low, and a marketing short film can be created in just a few minutes. Low cost, mass-produced, and seemingly "zero risk" virtual endorsements are becoming the new armor for false advertising. (CCTV News)

 

To be frank, many businesses are eyeing AI digital people to promote their products with two core intentions: avoiding responsibility and making profits. Real person endorsements carry risks, as they may cause the house to collapse and require responsibility. Virtual digital humans appear flawless, not subject to accountability or public opinion, and can still gain trust through their lifelike images. There are also thoughtful "matching" production tools that can remove watermarks, conceal AI logos, and package virtual marketing as real evaluations, which are highly deceptive.

 

What is even more alarming is that the chaos is mostly concentrated in high-risk areas such as medicine, healthcare, and medical equipment. Contact lenses belong to the third category of medical devices with strict control standards, but they are easily marketed by virtual people with the casual phrase 'comfortable to wear'. Various AI digital people who imitate doctors vigorously promote health products to "cure all diseases" and "unblock blood vessels", fabricate false experimental scenes, and exaggerate product efficacy. For ordinary consumers, seemingly ordinary grass planting videos are actually a huge hidden danger that delays formal treatment and damages physical health.

 

Many practitioners hold a lucky mentality: labeling "AI generated" is not considered a violation, and virtual subject endorsements do not need to be held responsible. This is a complete cognitive misconception and the root cause of industry chaos. AI is just a technological tool, not a legal blind spot, let alone a shield for illegal marketing. Digital people have no legal subject qualification and cannot bear any legal responsibility. All consequences of false advertising and illegal sales must penetrate the virtual surface and fall on the real manipulators behind it.

 

The Advertising Law of the People's Republic of China has long been clear that it is strictly prohibited for endorsers to recommend and certify drugs and medical devices, and the image of medical personnel shall not be used for commercial marketing. In reality, many AI generation tools have no compliance restrictions, allowing users to freely generate virtual medical images and fabricate illegal sales scripts. The platform review is merely a formality, and the removal of illegal videos only addresses the symptoms rather than the root cause. The low threshold generation channels and relaxed regulatory environment have infinitely reduced the cost of violations, and the chaos continues to spread.

 

Technology is innocent, but users must guard the boundaries. AI digital human driven e-commerce is breaking through the triple business bottom line of real experience, identity compliance, and content integrity. To rectify the chaos of virtual advertising, we cannot rely solely on post removal and sporadic punishment. We must cut off the entire gray interest chain and implement closed-loop accountability throughout the entire chain. At the regulatory level, we need to be precise and precise, refine AI advertising control rules, incorporate digital human marketing into regular supervision, implement mandatory labeling and pre audit systems, and ensure that virtual advertising has nowhere to hide. At the same time, clarify the rights and responsibilities of all parties, including advertisers, scriptwriters, AI development agencies, operational accounts, and traffic promoters. Whoever profits is responsible, and whoever participates is responsible, achieving full traceability and strict punishment for violations.

 

The platform needs to build a solid first line of defense, upgrade its intelligent risk control system, accurately identify counterfeit experts and fictitious experiences, block illegal functions such as removing watermarks and concealing AI identifiers, and intercept false marketing content from the source. Technology developers should also uphold the bottom line of compliance, embed compliance screening mechanisms in algorithms and products, and not leave loopholes for illegal marketing.

 

No matter how realistic the virtual image is, it cannot replace the real experience and cannot conceal the illegal nature. AI technology is a tool for serving life, not a cloak for harvesting traffic or false marketing. Only by consolidating the responsibility of the entire chain, drawing a clear legal red line, and upholding the bottom line of integrity can AI digital people step out of the gray area and release positive commercial value on a compliant and orderly track. (Xi'an Net special commentator Jiang Zhilin)