抖音电商持续重拳出击仿冒治理 主动拦截侵权内容超17万条

This article centers on Douyin E-commerce's special campaign against counterfeiting and intellectual property infringement, and general readers can take away the following key takeaways:

1. Four common types of infringing and counterfeit live-streaming promotions are prevalent on Douyin: using AI to replicate celebrities' images and voices for promotions, falsely claiming celebrity endorsements, impersonating celebrity accounts, and selling products using AI-generated variant portraits. General consumers are advised to stay vigilant to avoid being misled, and can report violating content via the platform's official reporting channel.

2. As of now, the campaign has yielded notable results: the platform has proactively intercepted over 170,000 pieces of infringing content, penalized more than 12,000 violating accounts, and removed over 48,000 counterfeit products, demonstrating a strong enforcement effort.

3. If ordinary creators or rights holders find their image has been impersonated for sales promotion, they can use Douyin E-commerce's newly launched portrait protection feature and the exclusive rights protection channel to safeguard their legitimate interests.

Douyin E-commerce's anti-counterfeiting campaign provides multiple actionable insights for brands, as outlined below:

1. E-commerce infringement has evolved with new trends: AI and special effect technologies have made counterfeiting more covert, with many violators using homophonic puns and portrait variants to evade regulation. These practices not only infringe on rights holders' interests but also squeeze the market share of legitimate brands. Brands should stay alert and proactively search for infringing content that counterfeits their brand or falsely claims brand partnerships.

2. The platform has issued clear compliance requirements: when conducting marketing activities, brands must not use others' names, portraits or voices for promotion without authorization, nor use misleading expressions that imply endorsement. Violations will result in penalties including product removal, fund freezes, store suspension and even permanent account termination.

3. Brands can leverage the platform's portrait protection feature and exclusive rights protection channel to proactively safeguard their brand interests. The platform's ongoing anti-counterfeiting efforts will optimize the industry environment, creating a fairer competitive landscape for compliant, legitimate brands.

For sellers, this article summarizes Douyin E-commerce's latest anti-counterfeiting policies, along with relevant risk and opportunity notes:

1. Douyin E-commerce's crackdown on infringement and counterfeiting is an ongoing, long-term initiative rather than a one-off campaign. In July 2025, the platform launched a platform-wide special governance campaign focusing on malicious account cloning, homophone-brandjacking, malicious clip infringement and other violations, maintaining consistently high-intensity regulation. Sellers must fully understand the platform's regulatory requirements.

2. Clear corresponding penalties have been specified for different types of violations: minor violations lead to product removal and account information reset, while serious violations or intentional efforts to evade regulation will result in frozen funds and commissions, indefinite revocation of e-commerce access, or even permanent ban from selling on the platform. Sellers should conduct timely self-audits to avoid violating regulations.

3. If sellers themselves face infringement and counterfeiting, they can report the issue via the platform's exclusive rights protection channel and apply for the portrait protection feature to reduce infringement risks at the source. Compliant sellers will gain more growth opportunities in the cleaned-up platform ecosystem.

This article offers key insights for factories operating e-commerce businesses and seizing industry opportunities:

1. Platform regulation against infringement and counterfeiting is growing increasingly strict. When supplying goods to partner sellers or operating online sales directly, factories must confirm the compliance of product promotions. They must not participate in creating any infringing or counterfeiting promotional materials, such as generating promotional content that impersonates others' images—violations will lead to product removal, damage to business reputation, and disruptions to future operations.

2. The platform's technology-driven governance approach offers inspiration for factories' digital transformation in e-commerce. When building online channels, factories can also use intelligent tools to protect their own intellectual property and brand image, proactively detect infringing content, and safeguard their rights.

3. After the platform removes violating and infringing content, legitimate and compliant factories will gain access to a fairer competitive environment, and consumers will have greater trust in authentic products. Factories should seize this opportunity to adhere to compliant production and operation, build their own brands, and expand their market share.

This article outlines industry trends and market demands in e-commerce infringement governance, providing the following key insights for service providers:

1. With the development of AI and special effect technologies, infringement and counterfeiting in e-commerce has taken on new forms with increasingly covert tactics, giving rise to new types of infringement such as portrait variants, homophone-brandjacking, and AI-generated counterfeit images. Traditional infringement identification and governance solutions can no longer meet current needs, creating new pain points for the industry.

2. Currently, only large leading platforms have built their own intelligent governance systems. The strong demand for anti-infringement and rights protection from a large number of small and medium-sized brands and independent creators has not been fully met. Service providers can develop products focused on accurate counterfeit identification, real-time infringement monitoring, and rights assistance to align with unmet market demand.

3. Industry demand for counterfeit governance will continue to grow. Service providers can leverage the platform's open capabilities, connect to the platform's official rights protection channels, and provide integrated rights protection solutions for clients to capture new growth opportunities in the industry.

Douyin E-commerce's anti-counterfeiting and infringement governance practices offer many valuable references for the operation management and risk prevention of other e-commerce platforms:

1. Following the popularization of AI technology, infringement and counterfeiting in the e-commerce industry has taken on new, more covert forms that are far more difficult to govern. Platforms need to update their governance systems in a timely manner to address new violations, mitigate industry compliance risks, and prevent the emergence of a problematic ecosystem that could damage the platform's public credibility.

2. In terms of operation management, platforms can draw on Douyin's model: on one hand, clarify violation types and penalty standards in advance, and publicize typical cases to remind merchants and creators to maintain compliance; on the other hand, increase investment in technology, optimize algorithm identification models, and launch proactive interception functions and rights holder protection tools—such as opening portrait protection services to eligible rights holders—to reduce infringement risks at the source.

3. Governance requires ongoing enforcement rather than one-off campaigns. Platforms need to establish a multi-dimensional governance mechanism that combines artificial intelligence identification, manual review, user reporting, and rights holder complaints, and maintain sustained high-intensity regulation, to build a healthy and orderly platform ecosystem and enhance user trust.

This article presents new trends and new issues in the governance of live-stream e-commerce in the AI era, with the following research value for academic and industry researchers:

1. In terms of new research problems, the widespread adoption of AI generative technology has brought new challenges to e-commerce intellectual property governance, giving rise to new types of covert infringement such as AI-generated counterfeit images, portrait variants, and homophone-brandjacking. The definition, identification, and governance of these infringements differ greatly from traditional infringement, making them a new topic worthy of in-depth research.

2. In terms of new industry governance trends, leading e-commerce platforms have now launched ongoing special governance initiatives targeting new types of infringement, explored new technology-enabled governance paths, and built a governance system that combines intelligent identification, proactive interception, and self-service protection for rights holders. This creates a valuable practical governance sample for research.

3. Researchers can conduct studies on the impact of platform governance rules on the e-commerce ecosystem, the legal definition of new types of infringement, and paths for multi-stakeholder collaborative governance of e-commerce infringement. This article provides the latest industry practice cases and basic data that can serve as research support.