大逃亡开始了抖音对冒牌网红赶尽杀绝

赵云合 2026-07-06 09:32

赵云合 2026/07/06 09:32

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本文核心讲抖音电商正式上线肖像保护功能，全面打击盗用名人网红肖像仿冒带货的黑灰产，普通消费者能获得这些干货信息：

1. 目前直播带货领域常见的仿冒侵权套路一共有三种，分别是账号仿冒碰瓷、虚假宣传蹭流量、盗用肖像甚至用AI换脸合成造假，这些造假大多卖劣质三无产品，普通消费者很容易被骗，需要提高警惕。

2. 抖音的治理模式已经从原来等权利人投诉的事后处罚，升级为前置主动拦截，目前已经主动拦截9.2万个侵权账号、18万件侵权商品，很大程度上能减少仿冒假货流出。

3. 平台不会全盘禁止AI，只是打击违规滥用AI造假的行为，正规AI工具会开放给从业者，未来直播电商环境会更规范，消费者权益能得到更好保护。

本文介绍抖音电商治理侵权仿冒的最新政策和行业动态，品牌商可以获得这些干货内容：

1. 当前直播电商领域，AI技术降低了仿冒侵权的成本，黑灰产靠仿冒名人、蹭品牌流量售卖劣质商品，这类行为不仅侵害消费者权益，长期还会透支整个行业的信任，对正规品牌的口碑和销量都会造成负面影响。

2. 抖音上线肖像保护功能前置打击侵权，整体规范直播电商环境，能够减少仿冒劣品对正规品牌的冲击，对合法经营的品牌是长期利好。

3. 品牌商可以抓住平台的导向，合规利用AI工具提升运营效率，比如用AI数字人做24小时无人直播、用AI智能客服承接咨询，既能降本增效，也符合平台规范方向。

本文披露抖音电商最新的监管风向和行业机会，对卖家来说干货内容如下：

1. 抖音现在对仿冒蹭流、盗用肖像带货的违规行为采取零容忍态度，新上线的肖像保护功能可以不等待举报就主动识别拦截违规账号和商品，目前已经拦截9.2万个侵权账号，不要抱有侥幸心理做违规蹭流、AI仿冒带货，违规成本极高，会直接被切断财路。

2. 平台只是打击违规滥用AI的行为，不禁止合规使用AI，卖家可以合规利用平台开放的AI工具，在找灵感、选品、写脚本、做内容等环节提升效率，降低运营成本。

3. 平台整治黑灰产之后，正规经营的卖家会获得更好的流量环境，合规经营才是长期增长的正确方向。

本文围绕抖音电商治理直播侵权乱象展开，对供货工厂来说可以获得这些干货内容：

1. 当前直播电商领域，仿冒劣质商品靠着蹭流量低价冲击市场，平台现在大力整治这类黑灰产，会挤压劣品的生存空间，给正规生产的工厂留出更大的市场，正规工厂的正品优势会更加凸显。

2. 工厂在对接直播渠道、推广商品的时候，一定要取得相关方的合法授权，不要未经授权使用名人、达人的肖像和名义，否则会被平台主动拦截，影响商品正常销售。

3. 工厂布局电商渠道可以顺应趋势，合规利用AI技术提升运营效率，借助平台开放的正规AI工具完成内容生产、直播运营等工作，推进自身的数字化升级，抓住直播电商规范化发展的红利。

本文披露了直播电商行业的最新痛点和治理动向，对电商服务商来说干货内容如下：

1. 当前行业的核心痛点：侵权仿冒已经形成成熟黑灰产业链，借助AI技术可以低成本批量造假，原有靠权利人投诉的事后治理模式，存在维权滞后、覆盖不全、精准度不足的问题，头部达人、品牌都有很强的维权和治理需求，市场存在服务空间。

2. 平台已经推出了肖像保护功能的前置治理方案，通过建立正版档案、权利人管理授权、系统主动拦截的方式解决痛点，这种模式为行业提供了成熟的解决方案参考。

3. 未来AI合规应用是行业趋势，服务商可以围绕权利人权益保护、合规AI应用落地开发相关服务，既满足客户需求，也能拓展自身的业务边界。

本文介绍了抖音电商在侵权仿冒治理上的最新实践，对其他平台商来说有这些参考干货：

1. 当前随着AI技术的普及，平台都面临AI滥用带来的新问题：不法分子靠AI换脸、声音复刻批量做仿冒侵权内容，原有事后处置模式难以应对，不仅侵害用户权益，还会影响平台整体口碑，需要提前布局技术防控解决问题。

2. 抖音探索的前置治理模式可参考：推出肖像保护功能，由权利人提交正版信息、管理授权，系统主动识别拦截侵权内容，既解决了维权滞后的问题，也能精准区分合规和违规主体，避免误杀，目前数据显示成效显著，主动拦截的侵权账号是既往处置量的近8倍。

3. 治理AI乱象要把握尺度，不能全盘否定AI，要做到打击违规和鼓励合规结合，一边管控乱象，一边开放正规AI工具赋能商家，实现规范和发展的平衡。

本文披露了直播电商产业的新动向和治理新探索，对产业研究者来说有这些干货内容：

1. 产业新问题：随着AI技术的落地应用，直播电商领域衍生出新的黑灰产形态，不法分子利用AI低成本、高仿真的特点，批量生产仿冒侵权内容，已经形成成熟的黑灰产业链，这类行为不仅侵害权利人和消费者权益，还会透支整个行业的社会信任，是数字技术应用带来的新治理课题。

2. 治理模式创新：平台将原有的被动事后处置，升级为主动事前防控的治理模式，通过技术手段前置拦截侵权，解决了原有模式的核心痛点，这种治理创新为互联网平台治理侵权问题提供了新的实践案例。

3. 产业新共识：对于AI在电商领域的应用，行业已经形成“打击违规滥用、支持合规发展”的共识，明确AI作为工具的中性属性，合理引导就能推动行业降本增效，这为研究数字技术与电商产业融合提供了新的研究样本。

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Quick Summary

This article focuses on Douyin E-commerce's official launch of its new portrait protection feature, designed to crack down on illegal actors that steal public figures and influencers' portraits to counterfeit official sales and promote products. General consumers can take away the following key insights:

1. There are three common counterfeiting and infringement schemes in live stream e-commerce: account impersonation, false traffic-poaching promotion, and portrait theft—even AI deepfakes for fraud. Most of these counterfeit operations sell low-quality unlicensed products that easily deceive consumers, so shoppers should stay vigilant.

2. Douyin has upgraded its governance model from reactive post-violation penalties that rely on rights holder complaints, to proactive pre-emptive interception. To date, it has proactively blocked 92,000 infringing accounts and 180,000 infringing products, significantly reducing the circulation of counterfeit goods.

3. The platform does not ban AI entirely; it only targets illegal misuse of AI for counterfeiting. Legitimate AI tools will remain accessible to industry practitioners. The live stream e-commerce ecosystem will become more regulated over time, and consumer rights will be better protected.

This article covers Douyin E-commerce's latest policies and industry trends for counterfeit infringement governance, with key takeaways for brand owners as follows:

1. In today's live stream e-commerce space, AI technology has lowered the cost of counterfeiting and infringement. Illegal actors impersonate public figures and poach brand traffic to sell low-quality goods. This practice not only harms consumer interests, but also erodes trust across the entire industry over the long term, negatively impacting both the reputation and sales of legitimate brands.

2. Douyin's new portrait protection feature enables pre-emptive anti-infringement action to regulate the live stream e-commerce ecosystem, which reduces the impact of counterfeit low-quality goods on legitimate brands and brings long-term benefits to law-abiding brands.

3. Brands can align with the platform's policy direction, and leverage AI tools compliantly to improve operational efficiency—for example, using AI digital humans for 24/7 unmanned live streams, or AI-powered customer service to handle inquiries. This approach cuts costs, boosts efficiency, and aligns with the platform's regulatory requirements.

This article shares Douyin E-commerce's latest regulatory direction and industry opportunities, with key insights for sellers as follows:

1. Douyin now adopts a zero-tolerance policy for violations including counterfeiting, traffic poaching, and portrait theft for sales. The newly launched portrait protection feature proactively identifies and blocks violating accounts and products without waiting for user reports, and has already blocked 92,000 infringing accounts. Sellers should not take chances on prohibited practices like traffic poaching or AI-powered counterfeit sales, as violation costs are extremely high and will result in being cut off from revenue immediately.

2. The platform only cracks down on illegal misuse of AI, and does not prohibit compliant AI usage. Sellers can legally use official AI tools opened by the platform to improve efficiency and reduce operational costs across workflows such as ideation, product selection, script writing and content creation.

3. After the platform cleans up illegal actors, legitimate sellers will gain access to a healthier traffic environment. Compliant operation is the only correct path for long-term growth.

This article centers on Douyin E-commerce's efforts to address infringement chaos in live streaming, with key takeaways for supplying factories as follows:

1. Counterfeit low-quality goods currently disrupt the market via traffic poaching and low pricing. The platform's intensified crackdown on these illegal actors will squeeze out low-quality fakes and create more market space for legitimate manufacturers, making the genuine product advantage of compliant factories more prominent.

2. When factories cooperate with live stream channels and promote products, they must obtain legal authorization from relevant parties. Factories that use the portraits and names of celebrities and influencers without permission will see their products proactively blocked by the platform, disrupting normal sales.

3. Factories building out e-commerce channels can align with industry trends, use AI technology compliantly to improve operational efficiency, and leverage the platform's official AI tools for content creation and live stream operations. This supports factories' digital transformation and helps them capture the dividends brought by the standardized development of live stream e-commerce.

This article outlines the latest pain points and governance trends in the live stream e-commerce industry, with key insights for e-commerce service providers as follows:

1. The core pain point facing the industry today is that infringement and counterfeiting have formed a mature illegal industry chain. AI technology enables low-cost mass counterfeiting, and the traditional reactive governance model that relies on rights holder complaints suffers from delayed enforcement, incomplete coverage, and low accuracy. Top influencers and brands have strong demand for rights protection and governance, creating untapped service opportunities in the market.

2. The platform has launched a pre-emptive governance framework via the portrait protection feature, which addresses pain points through a system of official copyright filing, rights holder-based authorization management, and proactive system interception. This model provides a mature solution reference for the wider industry.

3. Compliant AI application will be a core industry trend going forward. Service providers can develop new offerings centered on rights holder protection and compliant AI implementation to meet client demand and expand their own business scope.

This article introduces Douyin E-commerce's latest practices for counterfeit infringement governance, with key reference insights for other platform operators as follows:

1. With the popularization of AI technology, all platforms now face new challenges posed by AI misuse: illegal actors use AI deepfakes and voice cloning to create mass infringing counterfeit content, which traditional post-violation response models cannot effectively address. This issue not only harms user interests, but also damages the platform's overall reputation, so proactive technical prevention is required.

2. Douyin's proactive pre-emptive governance model provides a useful reference: the portrait protection feature allows rights holders to submit official copyright information and manage authorizations, while the system proactively identifies and blocks infringing content. This solves the problem of delayed enforcement and accurately distinguishes between compliant and non-compliant actors to avoid false penalties. Early data shows notable results: the number of proactively blocked infringing accounts is nearly 8 times the volume of previous reactive enforcement.

3. Platforms must strike the right balance when addressing AI-related chaos, rather than banning AI entirely. The correct approach is to combine crackdowns on violations with support for compliant use: curb malpractices while opening up legitimate AI tools to empower merchants, balancing industry regulation and growth.

This article presents new trends and governance innovations in the live stream e-commerce industry, with key insights for industry researchers as follows:

1. New industry challenge: With the commercial adoption of AI technology, new forms of illegal activity have emerged in live stream e-commerce. Bad actors leverage AI's low cost and high fidelity to mass produce infringing counterfeit content, and this practice has already formed a mature illegal industry chain. It not only infringes on the rights of rights holders and consumers, but also erodes public trust across the entire industry, making it a new governance challenge brought by digital technology adoption.

2. Governance innovation: Platforms have upgraded from the traditional passive post-violation response model to a proactive pre-emptive prevention model that uses technical tools to block infringements in advance, addressing core flaws of the old model. This governance innovation provides a new practical case for internet platforms tackling infringement issues.

3. New industry consensus: For AI application in e-commerce, the industry has reached a shared consensus of "cracking down on illegal misuse, supporting compliant development", which clarifies the neutral nature of AI as a tool. Properly guided AI adoption can drive industry-wide cost reduction and efficiency improvement, and this development provides a new research sample for studying the integration of digital technology and the e-commerce industry.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

时机已到，抖音开始全面围剿。

出品 | 电商头条作者 |赵云合

抖音说出手就出手，一大批靠蹭名人流量带货变现的网红主播，财路直接被堵死。

之前，不少投机者一心只想走捷径，把目光盯在了自带高热度、号召力的明星、头部网红身上。

相比于普通人，名人带货有着天然的优势。他们靠常年经营的人设，沉淀了稳定的粉丝信任，直播电商里，信任就是实打实的流量，能转化为购买力。

在投机者眼里，名人积攒下来的人气就是免费的资源。为此，他们在没有取得任何授权的情况下，擅自盗用名人肖像带货变现，轻轻松松就能赚得盆满钵满。

可如今这条路算是彻底走不通了。抖音上线了“肖像保护功能”，那些盗用名人肖像带货的违规行为，将被系统识别拦截，再也无处藏身。

抖音电商正式上线“肖像保护功能”

日前，抖音电商在北京举办“侵权仿冒治理开放日”活动，正式宣布上线“肖像保护功能”，并已邀请部分带货达人试用。

长期以来，各类侵权仿冒乱象持续困扰带货达人。头部网红、明星、业界公众人物因流量与商家价值更高，更是成为不法商家重点仿冒、盗用的目标。

当前，市面上针对达人的侵权仿冒行为主要分为三类：

其一，账号仿冒碰瓷。大量违规账号盗用达人的头像、昵称、简介，冒充本人、助理、团队账号开播带货；还有商家利用谐音、变体名字恶意碰瓷名人，蹭流量售卖商品。

其二，虚假宣传。不良商家在商品标题、短视频文案中标注“达人同款”“明星推荐”“直播间正品”等误导性话术，同时商品的详情页中放上达人的图片，借用公众人物形象抬高商品吸引力，兜售劣质假冒货。

其三，盗用肖像素材。不良商家直接截取直播片段、视频画面，未经许可用真人肖像挂商品带货；或用AI换脸、人像合成、声音复刻，伪造真人直播画面，冒充本人推销产品；还会通过滤镜、特效制作近似人像、肖像变体，刻意躲避机器审核，冒用形象牟利。

在此前的治理模式下，平台主要依靠达人主动投诉举报开展处置。据披露，截至今年6月，平台已累计处置侵权仿冒达人账号超1.2万个，处置仿冒带货商品超4.8万个，处置仿冒带货内容超26.1万条。

只是，这套被动处置模式，本身存在难以回避的短板。

一方面，维权存在严重滞后性。往往达人完成取证投诉时，侵权短视频、直播早已大范围传播，损失已然形成；加之市面上假冒账号数量庞大，达人团队人力有限，举报工作根本难以覆盖。此前，演员温峥嵘的粉丝就吐槽，一天举报18个AI温峥嵘，根本举报不过来。

另一方面，平台缺乏统一的肖像授权管理工具。哪些商家获得达人许可、哪些属于私自盗用，系统无法自动区分，要么放任侵权泛滥，要么容易误封合规合作商家，治理精准度不足。

如今，“肖像保护功能”的上线，意味着平台的治理模式从过去 “出事再处理” 的事后处罚，升级为前置筛查、主动拦截的事前防控。

具体而言，带货达人需要主动向后台提交需要保护的名称、肖像照片等信息，相当于在建立了一份“正版信息档案”。

平台将利用模型识别、核验授权信息、阻断相似内容传播等功能，主动识别并拦截AI仿冒、盗用素材等交易类侵权内容。

此外，达人或权利人需要在功能后台实时管理授权对象，以帮助平台准确识别侵权内容。

该功能既能清晰划分合规商家与违规主体，避免正规合作账号被误判封禁；也能从源头压制仿冒售假商家的生存空间。

依靠盗用肖像仿冒达人带货牟利的行为，早已催生成熟黑灰产业链，从业者大多只为短期套利。尤其是借助低成本AI技术，不法分子能够批量搭建虚假直播间，违规成本极低。即便违规账号被达人举报封禁，黑灰产也能批量注册新号卷土重来。

演员温峥嵘本人曾刷到AI温峥嵘的虚假直播间，她在直播间留言询问“你是温峥嵘那我是谁”，直接被拉黑了，足以窥见这类账号的肆无忌惮。而且，这种乱象在多个平台出现，温峥嵘防不胜防。

如今，在“肖像保护功能”的支持下，平台无需等待达人手动举报，系统可自动识别、拦截盗用名人肖像带货的批量违规账号，直接切断黑灰产牟利渠道。

据官方透露，抖音电商“肖像保护功能”已累计保护180余位头部达人，主动拦截侵权账号9.2万个，约为平台既往累计处置侵权仿冒达人账号数量近8倍；主动拦截商品18万件，主动拦截侵权内容26万条。前置治理成效显著。

“肖像保护功能”的上线，不仅解决了达人长期被仿冒侵权的痛点，同时守护消费者权益，重塑良性直播购物环境。

以往大量冒用名人形象的山寨直播间混淆视听，消费者误以为是网红或明星本人，实际并非真人出镜，而是冒牌的网红、明星。

但就彼时而言，消费者出于信任下单，最终买到劣质、三无产品，不仅白白蒙受财产损失，还极易因虚假宣传产生消费纠纷，长期下去更会透支大众对直播电商行业的整体信任。

如今，平台依靠技术前置管控肖像商用行为，大幅挤压仿冒侵权黑灰产的生存土壤。兼顾达人、消费者的权益，推动直播电商朝着规范、可持续的方向发展。

AI是一把双刃剑

在各类侵权仿冒带货乱象的背后，AI技术成为了关键推手。但AI本身没有好坏之分，其技术价值走向是好是坏，决定权在使用者手中。

不少投机分子盯上了AI低成本、上手简单的特点，靠换脸、人像合成、复刻声纹这类工具批量造假。

随便生成名人虚拟形象、模仿真人音色开直播卖货，直接把仿冒侵权的成本压到最低，造假手段还越来越隐蔽、逼真，普通消费者单凭肉眼根本分不清真假。

不光是仿冒带货，AI滥用早已蔓延到更多领域：AI肖像恶搞、AI著作权侵权、AI仿冒蹭热度等违规行为，在网络中随处可见。

面对愈演愈烈的AI侵权乱象，抖音电商很早就启动了专项整治。今年4月，据官方数据，平台已累计下架AI仿冒蹭热视频超36万条，处置AI肖像、AI声音类侵权内容8.5万条。

但抖音电商方面也明确表态，整治AI乱象不等于全盘否定AI技术。平台抵制的从来不是AI，而是拿AI钻空子、干违法违规勾当的从业者；与此同时，平台也大力支持商家、达人合规运用AI降本增效。

在本次“侵权仿冒治理开放日”活动现场，抖音电商内容生态AI应用业务代表表示，平台持续开放AI经营工具，帮助商家和达人在找灵感、选商品、写脚本、生成视频等环节提高效率，让AI逐渐成长为“全能经纪人”。

此外，放眼电商行业，AI确实在为从业者提供便利。比如AI数字人为品牌商家兜底无人直播时段，可以24小时循环带货；AI智能客服能够承接海量咨询，为消费者解决常规问题等等。

AI是一把双刃剑。一方面，技术滥用衍生多重乱象，扰乱电商市场秩序。平台需要正视问题，持续完善技术风控与规则约束，最大程度降低AI滥用的造成负面影响；另一方面，技术的迭代发展为电商行业带来多重利好，平台要善于引导从业者使用AI工具提质增效，让AI真正服务于电商的良性发展。

注：文/赵云合，文章来源：电商头条(公众号ID：ecxinwen)，本文为作者独立观点，不代表亿邦动力立场。

文章来源：电商头条

大逃亡开始了 抖音对冒牌网红赶尽杀绝

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