虚拟主播带货的治理挑战及规制路径

Governance Challenges and Regulatory Pathways for Virtual Influencer Commerce

摘要: 虚拟主播作为数字经济新兴业态快速发展，以CG等虚拟形象开展直播，分真人动捕驱动与AI自动生成两类，电商带货是主要应用场景，其带货模式多样且具续航久、成本低、内容创新空间大的优势，商业价值突出。但虚拟主播发展引发虚假宣传、知识产权侵权、消费者维权难等问题，现行法律对其主体资格、责任划分缺乏明确规范，导致司法实践中责任推诿、裁判标准不一，故厘清责任边界与探索治理路径至关重要。对此，需明确虚拟主播责任主体资格，构建网信、市监等多部门协同的行政监管机制，实施备案与投诉举报制度，强化执法及知识产权保护；同时完善相关法规与司法解释，明确知识产权侵权认定及责任划分，发布典型案例统一裁判标准，为虚拟主播带货行业健康发展提供切实制度保障。

Abstract: Virtual streamers, as an emerging business model in the digital economy, are developing rapidly. They conduct live streaming through CG-based virtual characters, which can be driven either by real-person motion capture or AI-generated automation. Live commerce is their primary application scenario, characterized by diverse models, long-term sustainability, low cost, and broad room for content innovation, thus demonstrating significant commercial value. However, the rise of virtual anchors has also triggered issues such as false advertising, intellectual property infringement, and difficulties in consumer rights protection. Current laws lack clear rules regarding the legal status and liability attribution of virtual anchors, leading to buck-passing and inconsistent adjudication standards in judicial practice. Therefore, clarifying the boundaries of responsibility and exploring governance paths is crucial. To this end, it is necessary to define the liability subject status of virtual streamers, establish a multi-departmental regulatory mechanism involving cyberspace and market supervision authorities, implement filing and complaint-reporting systems, and strengthen law enforcement and intellectual property protection. At the same time, relevant laws and judicial interpretations should be improved to specify the criteria for determining intellectual property infringement and the allocation of liability, while releasing typical cases to unify adjudication standards. These measures would provide practical institutional safeguards for the healthy development of the virtual anchor live streaming industry.