电商平台虚拟数字人网络直播营销的法律规制路径

The Legal Regulation Path of Virtual Digital Human Live Streaming Marketing on E-Commerce Platforms

摘要: 目前生成式人工智能技术推动了虚拟数字人的更为广泛应用，在提高产品推广效果的同时保障了成本。但是虚拟数字人频繁使用同样带来了各类法律问题，虚拟数字人网络直播营销的行为性质以及虚拟数字人在数字营销当中的角色仍有待商榷，数据隐私和用户信息保护等问题也层出不穷。本文将从法律法规的角度分析，界定虚拟数字人的行为性质及角色并提出对各类问题的规制方案，通过完善相关法规、核查数据来源及落实平台责任等，以配置应对相关挑战的各类措施。

Abstract: At present, generative artificial intelligence technology has promoted the wider application of virtual digital people, improving the effectiveness of product promotion while ensuring costs. However, the frequent use of virtual digital people has also brought about various legal issues. The nature of virtual digital people’s online live marketing and the role of virtual digital people in digital marketing are still under discussion, and issues such as data privacy and user information protection are also emerging. This article will analyze from the perspective of laws and regulations, define the nature and role of virtual digital people, and propose regulatory solutions for various issues. By improving relevant laws and regulations, verifying data sources, and implementing platform responsibilities, various measures to cope with related challenges will be configured.