With the explosion of generative AI technology, the life services sector is experiencing a transformation in content production. Recently, the "Douyin Life Services AIGC Creation Guidelines" were officially released, aiming to establish clear legal and ethical boundaries for AI-generated content (AIGC). One of the core requirements of the new regulations is to ensure consumers' right to know: creators must clearly label content that is AI-generated or deep-faked, proactively informing users of the technological nature of the content and not concealing it.

Copyright Red Lines: Strictly Crack Down on "Face-Swapping" and "Voice-Imitating" Infringement

In terms of personality rights and intellectual property protection, the guidelines signal a strict regulatory approach. The guidelines explicitly state that creators are strictly prohibited from using others' images, voices, or works for "face-swapping," "voice-imitating," or various forms of adaptation without legitimate, explicit, and traceable authorization. Additionally, regarding the long-standing issue of "content stealing" in the industry, the guidelines prohibit the use of unauthorized materials or others' scripts to train AI models and generate content, thereby protecting the core rights of original creators at the source.

Business Standards: Strictly Prohibit Fabricating Core Marketing Information

Regarding behaviors such as group-buying live-streaming that directly affect consumer decisions, the new regulations set a high standard for "truthfulness." Creators must ensure the accuracy of product and service information and are strictly prohibited from using AIGC technology to fabricate store scenes, product quantities, or service processes. Any exaggerated effects, unfulfilled service promises, or misleading false advertising will be considered violations. The platform emphasizes that promotional products must be highly consistent with the actual offline fulfillment content, ensuring users "what you see is what you get."

Traffic Management: Reject Lowbrow and Sensational "Eye-Catching" Content

To purify the content ecosystem, the guidelines also impose restrictions on traffic acquisition methods. The platform prohibits creators from using AI technology to create sensational plots, lowbrow content, or false hot topics unrelated to actual products or services. For those attempting to gain traffic by creating content that violates public order and good customs through AIGC, the platform will take corresponding governance measures, guiding content back to its positive value and genuine service essence.