8 September 2026 Weibo

Ethical Contexts : State Administration for Market Regulation disclosed in a notification of typical cases of false advertising in online food sales that Beijing Shuangtaiyuan Maoyi (北京双泰元贸易有限公司) utilized an AI virtual person to livestream and promote goods in a nutrition and health products flagship store on an e-commerce platform, conducting illegal publicity for ordinary food “certain quan’an powder,” with the virtual person claiming in the livestream that the product possessed health benefits such as “helping to enhance immunity” and “resistance will improve after consumption,” thereby misleading consumers into making purchases; Beijingshi Changpingqu Shichang Jianguanju (北京市昌平区市场监管局) investigated and handled this matter in accordance with the Anti-Unfair Competition Law of the People’s Republic of China and the Live-streaming E-commerce Supervision and Management Measures, ordering the party to immediately cease the illegal conduct and imposing a fine of 5,000 yuan. This case was identified as the first typical case of false advertising by an AI virtual person livestreaming ordinary food with health benefits prosecuted in Beijing following the implementation of the Live-streaming E-commerce Supervision and Management Measures in February 2026, clarifying that AI virtual persons are not a “shield” against false advertising.