Short-Video Platform Enforces AI Disclosure Rules for Product Livestreams

A short-video platform has recently introduced its Code of Practice for AI Applications in Short-Video Product Promotion, requiring creators to proactively add an AI label when using AI-assisted tools in product-selling videos. The platform also mandates that AI-generated content be consistent with actual product information. Accounts that fail to label such content will have the offending videos subject to restricted distribution.

The platform said the move is intended to enhance viewers' ability to discern AI-generated content, protect consumers' right to information, and promote healthy industry development.

In recent years, advances in artificial intelligence have lowered the barrier to content creation, improved work efficiency, and enriched cultural and entertainment offerings. However, some merchants have also misused the technology—for example, using digital avatars to impersonate real people, fabricating product performance claims, or employing AI face-swapping and voice-cloning to fake endorsements by celebrity hosts. These practices mislead consumers and harm their interests. Mandatory AI labeling helps consumers distinguish between genuine and AI-generated content and make informed decisions.