虚拟数字人直播带货面临的法律问题及对策

Legal Issues and Countermeasures of Virtual Digital Person Live-Streaming for Product Promotion

摘要: 随着AIGC技术与电商直播的深度融合，虚拟数字人已成为直播带货领域的新趋势。其在高效促进商品营销、显著降低运营成本的同时，也滋生了知识产权侵权频发、虚假宣传误导消费、用户隐私泄露等多重风险。本文系统梳理了虚拟数字人直播带货在主体责任界定、知识产权保护、消费者权益保障三大维度的核心法律问题，并针对性提出应对策略：包括制定专项规范指引以明确多元主体责任、强化知识产权保护并推动技术与内容合理共享、建立分级分类监管体系及跨部门协同机制等，旨在为虚拟数字人直播带货的合规发展提供保障。

Abstract: With the deep integration of AIGC technology and e-commerce live streaming, virtual digital person have become a new trend in the field of live streaming sales. While effectively promoting product marketing and significantly reducing operational costs, they also raise multiple risks, including frequent infringement of intellectual property rights, misleading consumers through false promotion, and user privacy leakage. This article systematically examines the core legal issues surrounding virtual digital person live-streaming for product promotion in three key areas: legal responsibility definition, intellectual property protection, and consumer rights protection. It also proposes targeted strategies to address these issues, including formulating specific regulatory guidelines to clarify the multiple responsibilities, strengthening intellectual property protection and promoting the reasonable sharing of technology and content, establishing a hierarchical and classified supervision system and cross-departmental collaboration mechanism. These strategies aim to provide guarantees for the compliant development of virtual digital person live-streaming for product promotion.