China AI Face Scandal Sparks Deepfake Controversy in Entertainment Industry, Leading to App Removals and Artist Protests Over Unauthorized Digital Likeness Use

A growing controversy over artificial intelligence-generated deepfakes in Chinese entertainment has intensified following reports of unauthorized use of celebrity likenesses in microdramas and livestream e-commerce, prompting regulatory scrutiny and industry debate.

The issue came to wider attention after Chinese actress Wen Zhengrong discovered multiple AI-generated impersonations of her face and voice being used simultaneously across different livestream rooms to promote products, a practice she described as deeply hurtful and potentially misleading to fans who might purchase counterfeit goods believing they were endorsed by her.

According to reports from China Media Group, Wen’s team filed complaints against approximately 50 impersonation accounts in a single day after discovering the forged content, with some accounts taken down only to reappear in new forms shortly afterward.

The forged videos were created either by clipping past livestream footage or by using earlier recordings processed through AI-based deep synthesis tools that altered both visual and vocal elements to produce convincing imitations.

Legal experts have warned that such use violates celebrities’ portrait rights and may damage their reputations if false or exaggerated claims are made in their name. Li Ya, a partner at Zhongwen Law Firm in Beijing, stated that using someone’s image for profit without authorization infringes on portrait rights, and misleading endorsements could harm a public figure’s reputation.

The incidents have added pressure on regulators to enforce existing rules, including China’s “Artificial Intelligence Generated Content Labeling Measures,” which took effect on September 1, 2025, requiring synthetic media to carry clear labels. However, experts note that labeling alone has not prevented misuse, highlighting enforcement challenges in the face of rapidly accessible AI tools.

Beijing’s market regulators responded earlier in November 2025 with the city’s first penalty for “AI false advertising” after an AI-generated likeness of TV host Li Zimeng was used to promote a product falsely advertised as deep-sea fish oil, which was later revealed to be ordinary candy.

The case involving Wen Zhengrong echoes similar concerns raised by other public figures, including actress Dilraba Dilmurat, whose likeness has appeared in AI-generated short films circulated online without clear authorization, sparking debate over the boundaries between creative expression and unauthorized use of celebrity imagery in China’s evolving virtual idol landscape.

Industry observers say these incidents test China’s ability to support innovation in artificial intelligence while upholding legal boundaries against misuse, particularly in livestream e-commerce and digital content platforms where synthetic media can be deployed at scale.

As AI tools become more accessible, entertainment companies and platforms face increasing responsibility to detect and remove unauthorized deepfakes, protect intellectual property, and ensure transparency in digital content that uses synthetic likenesses of real individuals.