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WeChat Cracks Down on Deepfake Celebrity Ads Using GenAI

2024-12-16

WeChat, the widely used social media app by Tencent Holdings, has firmly committed to addressing the escalating issue of advertising scams that utilize generative artificial intelligence (GenAI) to create deepfakes of various celebrities. From Chinese doctor Zhang Wenhong to Hong Kong actor Raymond Wong Pak-ming, these scams have been a growing concern. According to a WeChat announcement on Sunday, targeted measures have been taken against "violations that misuse AI to impersonate well-known figures for improper marketing and [to] maliciously attract traffic." A total of 532 such content examples have been deleted, and 209 accounts using deepfake celebrities in marketing videos have been shut down. WeChat has vowed to intensify its efforts in this regard and further enhance its technological governance capabilities and levels to maintain a healthy ecosystem. It also urged content creators to comply with regulations and platform rules.

Chinese Doctor Zhang Wenhong's Encounter with Deepfake Videos

Chinese doctor Zhang Wenhong, a household name during the pandemic, was previously seen promoting protein bars in videos uploaded by a WeChat video account holder under the name of "Banhua 234." However, he denied being in those videos. In an interview with CCTV, he expressed his concerns that these circulating videos for weeks could harm consumers' rights. He had made multiple complaints to the platform regarding this issue.

Hong Kong Actor Raymond Wong Pak-ming's Deepfake Incident

Hong Kong filmmaker and actor Raymond Wong Pak-ming is another public figure who had to issue a statement to debunk deepfake videos of him promoting "an unknown ointment brand." In October, he stated on China's X-like social media platform Weibo that this behavior is purely fraudulent and aimed at misleading the public for profit.

Regulatory Measures against Generative AI

Chinese regulators have been intensifying their scrutiny of generative AI text and video in the face of new challenges arising from the use of this technology. In 2023, Beijing rolled out the Administrative Provisions on Deep Synthesis for Internet Information Service, which requires service providers and users to ensure any doctored content is explicitly labeled and can be traced back to its source. Based on these provisions, in September 2024, new guidelines were proposed requiring the labeling and identification of deepfake content, further mandating platforms to regulate any AI-generated content they distribute. Earlier this month, China's state broadcasting authority urged short video platforms like ByteDance-owned Douyin (the domestic version of TikTok) and Kuaishou Technology to clean up any "peculiar adaptations" of classic films or television dramas generated using deepfake technology.WeChat, with its firm stance against these scams, is playing a crucial role in safeguarding the interests of users and maintaining the integrity of the social media environment. As the most authoritative voice reporting on China and Asia for more than a century, the South China Morning Post (SCMP) brings you these important stories. For more SCMP stories, explore the SCMP app or visit the SCMP's Facebook and Twitter pages. Copyright © 2024 South China Morning Post Publishers Ltd. All rights reserved. Copyright (c) 2024. South China Morning Post Publishers Ltd. All rights reserved.