Screenshot from the false advertising generated by AI featuring a CMG female anchor

Beijing market regulatory authorities have handed down the first penalty in a case involving false advertising via AI technology, in which the image of Li Zimeng, a host from China Media Group (CMG), appeared during the live broadcast.

In February 2025, the Haidian District Market Supervision Administration received reports that a Beijing-based company had used its video account to promote a product called deep-sea polyene fish oil, claiming it could treat multiple diseases, which was suspected of false advertising, the report said.

Authorities found that in the company's livestream room, which had 880,000 followers, a promotional display prominently featured medical claims such as suitable for people with dizziness, headaches, numbness in hands and feet, and memory decline.

The livestream also featured the image of Li Zimeng, a CMG anchor.

After opening the case and conducting an investigation, law enforcement officers found that the fish oil sold by the company was actually candy with no disease-treatment function, The Paper reported.

Investigators also confirmed that Li's image in the video was entirely fabricated using AI technology, the report said.

Relevant individuals of the company have been subject to administrative penalties for violating the relevant provisions of China's Advertising Law, Beijing Broadcast Television (BRTV) News reported. 

This also marks the first penalty issued by Beijing market regulators applying China's Advertising Law to address the misuse of AI technology to usurp the images of well-known figures, BRTV News said.

Global Times