主动拦截侵权账号9.2万个，抖音电商上线“肖像保护功能”

This article reveals Douyin E-commerce has launched a new portrait protection feature to combat new AI-enabled infringements in e-commerce scenarios. For general readers, key takeaways are as follows:

1. Common AI infringement pitfalls: Bad actors now use AI to generate deepfakes of influencers’ portraits and voices, splice influencer content with product information, and obfuscate content with filters to evade detection. They also create non-existent products and fake news scenarios to mislead consumers, who should be more vigilant when encountering such content.

2. How influencers can activate the feature: Influencers with over 10,000 followers, a history of original content featuring themselves, and no recent account violations can apply for the service via Douyin Security Center. After submitting personal information such as name and portrait materials for protection, they can manage a real-time whitelist of authorized accounts and stores. The platform will proactively identify and remove infringing content.

3. Current governance outcomes: As of June 2026, the feature has protected over 180 top-tier influencers, proactively blocked 92,000 infringing accounts, and removed 180,000 infringing products, delivering far greater efficiency than traditional post-violation disposal.

This article covers Douyin E-commerce’s new initiative to combat AI-enabled infringement, and key takeaways relevant to brand operations are as follows:

1. New characteristics of current infringement: E-commerce infringement has expanded beyond traditional counterfeiting to short-video and live-stream selling scenarios. AI-powered infringement is highly covert and spreads rapidly; many violators misuse the portrait rights of influencers brands cooperate with for counterfeit promotions. This not only harms influencers’ rights but also misleads consumers and damages brand reputation, requiring brands to stay highly vigilant.

2. Rights protection pathways: Douyin E-commerce has upgraded its infringement governance framework from "post-complaint disposal" to "right holder authorization declaration + proactive platform interception". After collaborating with influencers, brands can leverage this portrait protection feature to standardize authorization management, proactively block counterfeit infringing content, and maintain a legitimate operating environment for authentic products.

3. Operational opportunities: The platform supports compliant use of AI to cut costs and boost efficiency, and has opened AI operational tools to merchants of all sizes, covering use cases from inspiration sourcing to product selection and content creation. Brands can leverage these compliant AI tools to reduce operational costs and improve operational efficiency.

Against the backdrop of Douyin E-commerce’s updated infringement governance rules, here are key takeaways to guide sellers’ operations:

1. Upgraded platform governance rules: Douyin E-commerce has shifted its infringement and counterfeit governance model from the traditional "right holder report + platform verification and disposal" framework to "proactive right holder authorization declaration + proactive platform identification and pre-emptive interception", greatly increasing the enforcement intensity and response speed for AI-enabled infringement.

2. Clear operational risk reminders: The platform explicitly prohibits misleading infringing promotion practices including AI deepfaking of others’ portraits and voices, splicing influencers’ content without permission, creating non-existent products, and fabricating fake news scenarios. Such content will be intercepted and removed in advance, and violations will directly negatively impact accounts and product traffic.

3. Accessible operational opportunities: The platform encourages compliant AI use, and has opened full-stack AI operational tools covering product selection, script writing and content generation that are available to small and medium-sized sellers. These tools can help sellers reduce operational costs, improve content production efficiency, and boost overall operational performance when used compliantly.

Douyin E-commerce’s latest governance developments and AI application directions offer the following insights and business opportunities for manufacturing factories:

1. Notes for production-side players: AI-enabled infringement in e-commerce promotion has become a widespread risk today. As product suppliers, factories need to remind cooperating partners to run promotional activities compliantly, to avoid having products removed by the platform due to partners’ unauthorized AI use, which would disrupt normal shipments and damage factory reputation.

2. Directions for digital upgrading: The platform supports compliant AI adoption by merchants of all sizes to cut operating costs, and offers a wide range of AI tools for design and content production. Factories can also trial compliant AI adoption in product design and promotional material creation to reduce design and marketing costs and improve production efficiency.

3. Long-term operational opportunities: Douyin E-commerce’s pre-emptive infringement governance will clean up the platform’s operating environment, creating more room for legitimate authentic products. Factories that stick to producing authentic, compliant products will unlock more growth opportunities when partnering with e-commerce channels, and will have a smoother path to e-commerce transformation.

From the industry information revealed in this article, service providers can draw the following key takeaways to guide their business direction:

1. New industry development trends: The popularization of AI is reshaping e-commerce content creation and operating models, while also giving rise to new industry issues such as AI-enabled counterfeiting and infringement. With its characteristics of covert operation, fast spread, and complex authorization relationships, traditional post-violation disposal can no longer meet market demand, making proactive pre-emptive protection the new direction for infringement governance.

2. Core pain points of market clients: Currently, influencers, brands, and merchants all face rights damage and operational disruptions from AI-enabled infringement, creating urgent demand for efficient pre-emptive infringement protection solutions. At the same time, demand from merchants for compliant AI tools continues to rise.

3. Reference for business direction: Douyin has already developed a proven collaborative governance model of "right holder declaration + AI identification and interception", which clearly distinguishes between illegal and compliant AI applications, and calls for multi-stakeholder co-governance. Service providers can expand their business around infringement compliance consulting, supporting development of compliant AI tools, and other related areas to meet market demand.

Douyin E-commerce’s latest exploration in AI-enabled infringement governance offers the following key insights for other e-commerce platforms:

1. Changing platform operational needs: The demand from merchants and influencers for platform infringement governance has shifted from post-violation disposal to pre-emptive prevention. Given AI infringement’s characteristics of high covertness and easy evasion, platforms need to upgrade their original governance models to meet user demand.

2. Douyin E-commerce’s latest practice: Douyin launched its portrait protection feature with a collaborative governance model of "proactive right holder authorization declaration + platform AI model identification and proactive interception". As of June 2026, it has proactively blocked 92,000 infringing accounts and protected over 180 top-tier influencers, delivering far better outcomes than the traditional post-violation disposal model.

3. Insights for platform operation: AI-enabled infringement governance requires multi-stakeholder collaboration, rather than relying solely on the platform. Platforms must also clearly distinguish between illegal and compliant AI applications: while cracking down on infringement, they should open up compliant AI tools to help merchants cut costs and boost efficiency. This approach not only maintains a healthy platform ecosystem, but also improves the platform’s appeal to merchants and influencers, supporting merchant acquisition and long-term operation.

This article reveals the latest industry developments in e-commerce infringement governance, and researchers can focus on the following core content:

1. New industry developments: With the popularization of AI in e-commerce, e-commerce infringement governance has expanded beyond traditional counterfeit governance to cover AI deepfake infringement of portraits and voices in short-video and live-stream scenarios. The governance model has also upgraded from passive post-violation disposal to proactive pre-emptive multi-stakeholder collaborative governance, and "combating AI with AI" has become a new practical governance direction.

2. New industry challenges: AI-enabled infringement, with its characteristics of covert operation, easy evasion, fast spread, and complex authorization relationships, has become a shared governance challenge across the industry. It cannot be fundamentally solved by platforms acting alone, and requires multi-stakeholder co-governance.

3. Reference for research: Experts have clarified that unauthorized AI generation of others’ portraits and voices for marketing constitutes infringement. They note that while building a pre-emptive prevention mechanism is currently not a legal obligation for platforms, it is a useful exploration to improve governance efficiency, providing a reference case for follow-up research on policy improvement and business model innovation in AI infringement governance.