WeChat, the popular social media platform owned by Tencent,is intensifying its efforts to combat the misuse of generative artificialintelligence (GenAI), particularly targeting deepfake scams that use AI toimpersonate celebrities. In a recent crackdown, WeChat took down over 500instances of AI-generated deepfake content and shut down 209 accounts involvedin misleading marketing efforts.

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This move comes in response to a growing concern over theuse of deepfakes to exploit public figures, such as Chinese doctor ZhangWenhong and Hong Kong actor Raymond Wong Pak-ming, to promote products. Thesedeepfakes have been used in fraudulent advertising campaigns that misleadconsumers and damage trust in both the platform and the celebrities involved.

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Addressing Fraudulent Marketing with AI

WeChat’s announcement highlights a crackdown on the misuseof AI technology for impersonating celebrities to boost traffic or promoteproducts inappropriately. The platform has removed 532 deepfake videos andtaken action against accounts that were using these AI-generated clips inmarketing. With this decisive step, WeChat is reinforcing its commitment tomaintaining a healthy online environment, emphasizing the importance ofregulatory compliance and responsible content creation.

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In one of the high-profile cases, Dr. Zhang Wenhong, awell-known infectious disease expert in China, found that a deepfake videofeaturing him promoting protein bars had gone viral. The doctor quickly deniedany involvement and voiced concerns that these videos were misleadingconsumers. He had already reported the fraudulent content to WeChat, stressingthat the videos could harm consumer rights. Similarly, actor Raymond WongPak-ming also debunked a deepfake video that falsely depicted him promoting aquestionable ointment brand.

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Stricter Regulations Around AI Content

This crackdown is part of a broader regulatory trend inChina, where deepfake content is coming under increased scrutiny. In 2023,China introduced the Administrative Provisions on Deep Synthesis for InternetInformation Service, which mandates that all altered content, includingdeepfakes, must be clearly labeled and traceable to its source. Theseregulations aim to curb the spread of misleading content and ensure thatconsumers can trust the content they engage with online.

Further tightening took place in 2024, when Chineseregulators proposed new guidelines that call for explicit labeling ofAI-generated content. These guidelines are pushing platforms like WeChat toadopt stronger measures to prevent the spread of deepfakes and hold contentcreators accountable.

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The Growing Challenge of Deepfakes

The rise of AI tools capable of generating convincing fakevideos has created new challenges for both regulators and platforms likeWeChat. While deepfake technology has legitimate uses in entertainment andmedia, its misuse in fraudulent marketing has led to significant concerns overconsumer trust. This has prompted not only WeChat but also other platforms suchas Douyin (the Chinese version of TikTok) and Kuaishou to take action againstmanipulated content.

For businesses, this shift highlights the growing importanceof ensuring transparency and authenticity in marketing. The ability to quicklydetect and address AI-generated deepfake content will become increasinglycrucial for maintaining brand credibility and consumer trust. Platforms andcontent creators will need to stay vigilant and adhere to evolving regulationsto avoid being part of the deepfake problem.

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‍Looking Ahead: The Future of Generative AI Governance

As generative AI continues to evolve, the need for robustcontent governance becomes ever more pressing. WeChat’s recent actions reflectthe growing recognition of this challenge, with platforms taking a moreproactive role in curbing misuse and ensuring compliance with emergingregulations.

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For businesses and tech entrepreneurs, staying ahead ofthese regulatory changes is essential. Generative AI can offer powerful toolsfor innovation, but it also comes with risks. If you are thinking aboutimplementing A.I. into your custom software solution, click on the link to booka free consultation. We have helped dozens of Startups and SME’s to safelynavigate A.I.-deployment.

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