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BackAI虚拟人代言产品“亲测有效”，是否站得住脚？专家说法
AI虚拟人代言产品“亲测有效”，是否站得住脚？专家说法
NEWS
中国新闻网4 hours agoLaw3 min readChinaView translation

AI虚拟人代言产品“亲测有效”，是否站得住脚？专家说法

ai虚拟人代言广告法

Quick Look

AI虚拟人在社交平台进行产品测评和带货，但未实际使用产品，专家指出其无法满足广告法意义上的“充分使用”要求，责任主体需进一步明确，否则可能构成虚假宣传。

AI-generated summary

Why It Matters

AI虚拟人在社交平台进行产品测评和带货，部分账号标注可接开箱、测评、沉浸式吃播，但产品未同步推出真人测评视频或文案，相关展示画面由AI生成。

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没有味蕾却大谈“好吃”、没有皮肤却力荐“舒适”

AI虚拟人代言产品“亲测有效”，是否站得住脚？

专家表示，虚拟人不能完成广告法意义上的“充分使用”，需进一步明确责任承担主体

本报讯(记者陈丹丹)“今天吃的是抹茶千层蛋糕，味道好香、好浓郁”“爆辣鬼椒面真的很辣，香迷糊”……近日，《工人日报》记者在部分社交平台检索“AI虚拟人”发现，个别账号推出了AI虚拟人吃播、测评视频，并在主页标注“可接开箱、测评、沉浸式吃播”。

记者注意到，AI虚拟人在部分推广视频中介绍产品，且产品未同步推出真人测评视频或文案。在某账号发布的吃播视频中，AI虚拟人测评冰皮月饼、螺蛳粉、火鸡面等食品，相关产品展示画面同样由AI生成。在该账号的橱窗中，附有同类商品的购买链接。

不久前，在某AI短剧制作方发布的商业广告视频中，AI虚拟人称“我的美瞳戴了一天都很舒服”，AI虚拟人能否“亲测好吃”“亲测有效”引发关注。记者了解到，目前，AI虚拟人代言的产品包含医疗器械、保健产品、服装、食品等，一些AI虚拟人以第一人称发布个性化感受。

记者下载AI虚拟人视频制作软件测试发现，软件可随机生成AI虚拟人的口播文案，部分软件一周的会员费用为28元，相关介绍称开通会员后可迅速、批量生成AI虚拟人带货视频。

对于AI虚拟人代言引发的争议，中国政法大学副教授朱巍表示，根据广告法相关规定，代言人应当自己使用过商品或接受过服务，或者近亲属充分使用过，才能作推荐、证明，而AI虚拟人不能完成广告法意义上的“充分使用”。他同时强调，以隐形眼镜为例，医疗器械广告的审核标准及程序与普通广告不同，不能因为使用AI虚拟人代言就绕开相关监管。

今年9月，市场监管总局发布了一批网络食品销售虚假宣传典型案例。其中一起案例中，当事人在直播间利用AI虚拟人宣传该普通食品具备“有助于提高免疫力”等保健功效，违反了反不正当竞争法相关规定。该案系《直播电商监督管理办法》施行后，北京市查处的首个AI虚拟人直播带货虚假宣传普通食品具有保健功能的典型案件，明确了AI虚拟人并非虚假宣传的“挡箭牌”。

朱巍进一步分析称，有一类虚拟形象对应着真实自然人，如一些明星的虚拟形象、可识别的声音、肖像或卡通形象等，将其用于代言并非当然不行。

“真正需要解决的重点，是承担责任的主体到底是谁。”朱巍认为，应进一步明确AI虚拟人代言的责任主体，比如AI背后的开发者、使用者是否需要承担连带责任等。

谈及责任划分，朱巍表示，对于没有对应真人的AI虚拟人代言，原则上要追究广告发布者的真实性保证责任，广告发布者如果不能承担相关责任，广告主、广告经营者应当承担连带责任。

《工人日报》(2026年10月12日 04版)

What to Watch

AI outlook — possibilities, not facts

  • 监管部门将出台更明确的规范，以界定AI虚拟人代言中的责任主体

    Likely · Within months

Open Questions

  • AI虚拟人代言的责任究竟应由开发者、使用者还是广告发布者承担？
  • 现有法律是否足以规范AI虚拟人在商业宣传中的应用？
  • 平台是否应对AI虚拟人带货内容承担审核责任？

Related Topics

ai虚拟人
People朱巍陈丹丹
Organizations中国政法大学工人日报市场监管总局
Places中国北京市
Topics代言广告法充分使用虚假宣传责任主体市场监管
This article was originally published by 中国新闻网.

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