电商平台下声音权益的保护路径研究

Research on the Protection Path of Sound Rights and Interests under E-Commerce Platforms

摘要: 随着生成式AI (AIGC)和深度伪造技术的普及，声音作为一种生物识别特征和商业资产，其被盗用和滥用的风险显著增加。声音作为具有身份识别功能的人格要素，既承载着重要的精神利益，也蕴含着显著的经济价值，尤其在网络直播、广告营销等场景中，声音的商业化利用已日益普遍。尽管声音与人格权益联系紧密，但在电商环境下，其保护更应贴近《中华人民共和国反不正当竞争法》中的商业保护模式。在这一场景中，声音权益的保护应更侧重于其商业化价值，而非仅强调自然人的人格属性。本文探讨如何在现行法律框架下，特别是针对电商这一高商业价值场景，通过法律适用找补《民法典》人格权保护的短板，对于完善数字时代的知识产权与人格权保护体系具有现实意义。

Abstract: With the widespread use of generative AI (AIGC) and deepfake technology, the risk of misuse and theft of voice as a biometric feature and commercial asset has significantly increased. As a personality element with identification functions, voice not only carries important spiritual interests but also holds substantial economic value, particularly in scenarios such as live streaming and advertising, where the commercial use of voice has become increasingly common. Although voice is closely linked to personal rights, its protection in the e-commerce environment should align more closely with the commercial protection model outlined in the Anti-Unfair Competition Law of the People’s Republic of China. In this context, the protection of voice rights should focus more on its commercial value rather than merely emphasising the personal attributes of natural persons. This paper explores how, under the current legal framework, particularly in the e-commerce context with high commercial value, the application of law can address the shortcomings in personal rights protection under the Civil Code, which is of practical significance for improving the protection system of intellectual property and personal rights in the digital era.