WeChat targets deepfake celebrity ads in crackdown on generative AI misuse

The platform recently removed 532 posts and shut down 209 accounts involved in using deepfake celebrity impersonations in promotional videos, according to the South China Morning Post. The actions are part of targeted measures to combat "violations that misuse AI to impersonate well-known figures for improper marketing and [to] maliciously attract traffic" WeChat said in a statement on Dec. 15.

It pledged to strengthen efforts to address the issue, and urged content creators to comply with regulations and platform guidelines. "[We will] further enhance our capabilities and levels of technological governance and maintain a healthy ecosystem."

WeChat app. Photo by Reuters

The crackdown follows increasing public concern over deepfake videos on social media, particularly the use of AI-generated celebrity impersonations in marketing schemes.

Chinese infectious disease expert Zhang Wenhong previously filed multiple complaints to WeChat after videos depicting him promoting protein bars circulated widely. He denied appearing in the videos and warned such misuse could harm consumers, according to Chinese national broadcaster CCTV.

In September 2024 regulators proposed additional measures requiring platforms to further regulate the distribution of AI-generated content.

Earlier this month the state broadcasting authority urged short-video platforms, including ByteDance and Kuaishou Technology, to take down any "peculiar adaptations" of classic films or television dramas generated using deepfake technology.