技术滥用下的虚假广告治理困境与路径创新——以2025 AI仿冒央视主持人虚假广告案为例

The Dilemma and Path Innovation of False Advertising Governance under Technology Abuse—Taking the 2025 AI Counterfeit CCTV Host False Advertising Case as an Example

摘要: 近些年来，生成式人工智能飞速发展，语音合成、AI换脸等技术的操作门槛不断变低，越来越多法律意识淡薄之人利用该技术进行虚假广告的创作，新的违法营销模式油然而生。在2025年，北京查出一起AI仿冒央视主持人李梓萌的虚假广告案，这是国内的第一例AI虚假广告案例，该案直接揭露了技术迭代背景下虚假广告的新特征以及原有治理体系的不适用性。本文就以该案例为切入点，剖析AI虚假广告的生成逻辑、危害范围和法律困境，并结合现有的监管实践和技术发展，提出“法律完善、技术防控、平台追责、社会共治”的多元治理路径，希望能够为遏制AI技术误用滥用、守护社会主义市场经济秩序与人民群众的信任提供理论参考。

Abstract: In recent years, generative artificial intelligence has developed rapidly. The operational thresholds for technologies such as voice synthesis and AI face replacement have been continuously lowered, and an increasing number of people with weak legal awareness have used these technologies to create false advertisements, giving rise to new illegal marketing models. In 2025, Beijing handled a legal case involving a false advertisement that impersonated CCTV host Li Zimeng using AI. This was the first AI-related false advertisement case in China, directly revealing the new characteristics of false advertising under technological iteration and the inapplicability of the existing governance system. This article takes this case as an entry point to analyze the generation logic, scope of harm, and legal dilemmas of AI false advertisements. Combining current regulatory practices and technological developments, it proposes a diversified governance path of “legal improvement, technical prevention, platform accountability, and social co-governance”, aiming to provide theoretical reference for curbing the misuse and abuse of AI technology and safeguarding the order of the socialist market economy and the public’s trust.