虚拟数字人直播带货中侵权隐患与规制研究

Study on the Hidden Danger and Regulation of Infringement in Virtual Digital Live Streaming

摘要: 虚拟数字人作为全球数字经济的新风口，其应用场景日益扩展，相关风险与挑战也在与日俱增。文章以虚拟数字人直播带货商业模式为例，分析虚拟数字人直播带货的技术机理与行业特征，着重从平台、主播、直播内容三个维度探讨虚拟主播直播带货时的侵权风险，并提出虚拟数字人直播带货规制路径优化策略，包括规范与监管的双重保障、平台运行机制的完善以及主播自我监督的强化，旨在维系平台主播与用户间和谐共存的信任关系，推动虚拟数字人产业经济的良性发展，创造健康稳定的虚拟现实媒介生态。

Abstract: As a new focal point in the global digital economy, virtual digital humans have seen a rapid expansion in application scenarios, alongside a growing array of associated risks and challenges. This paper examines the live commerce model featuring virtual digital humans, analyzing the technological mechanisms and industry characteristics of virtual influencer-driven live commerce. Focusing on three dimensions—platform, host, and live content—the paper explores the infringement risks arising from virtual influencer-led live commerce. It proposes strategies for optimizing regulatory pathways, including dual safeguards of regulation and oversight, improvement of platform operation mechanisms, and enhancement of self-monitoring by influencers. The aim is to sustain a harmonious trust relationship among platforms, influencers, and users, fostering the healthy development of the virtual digital human industry, and contributing to a stable and well-regulated virtual reality media ecosystem.