央视新闻9月28日报道，网络平台上出现大量AI数字人冒充医生推广药品和保健品的现象1。这些虚拟形象声称产品"亲测有效"，涉及眼部疾病、白发养护等多类医药保健品，但实际存在严重虚假宣传1。制作成本仅为几元，却能实现几十万级别的传播量，患者容易被误导而放弃正规治疗1。
这类广告直接违反现行法律规定1。《广告法》明确禁止医疗、药品、医疗器械广告利用代言人作推荐或证明，医务人员形象也不得用于任何商业广告1。2月施行的《直播电商监督管理办法》对此进一步规范，要求使用人工智能生成的人物图像、视频从事直播电商活动时，应持续提示用户内容为AI生成1。
轻信这类营销话术而放弃正规治疗的患者，病情可能被耽误1。业界呼吁平台、监管部门和AI生成软件厂商加强把关，确保追溯完整的责任链条。
Artificial intelligence-generated digital personas are being deployed across online platforms to impersonate doctors and promote pharmaceutical and health supplement products with fabricated testimonials, according to a report by China's Central Television on September 28 1. These AI avatars claim products are "personally tested and effective," constituting false advertising that violates consumer protection regulations 1.
The scale of this deceptive practice is concerning due to its low production cost and massive reach. Creating a single AI digital persona costs only a few yuan, yet individual advertisements can achieve tens of thousands of impressions 1. Existing advertising law explicitly prohibits medical, pharmaceutical, and medical device advertisements from featuring endorsements or testimonials by advertising spokespersons, and commercial advertisements cannot use the likenesses of medical professionals 1. Despite these restrictions, the AI-generated avatars continue to circumvent oversight by impersonating healthcare providers.
The regulatory framework has begun to address AI-generated content in commerce. A direct live-streaming e-commerce supervision regulation that took effect in February requires continuous disclosure when AI-generated human images or videos are used in live e-commerce activities 1. However, enforcement remains inconsistent across platforms. Patients who are persuaded by these marketing tactics to abandon legitimate medical treatment may experience delayed diagnoses and worsening conditions 1. Experts call for enhanced oversight by online platforms, regulatory authorities, and AI software manufacturers to establish clear accountability and prevent further consumer harm.
评论
还没有评论，欢迎留下第一条。