近日，AI短剧《被裁掉的女孩》女主角“方桃子”抖音主页上发布美瞳广告视频引发热议。
An AI-generated character has become the focus of a growing debate over virtual influencers and product endorsements after promoting cosmetic contact lenses in a sponsored social media post.
据南都报道，8月7日，记者检索发现，“方桃子”主页的相关广告视频已无法搜索到。
“方桃子”账号发布视频宣传美瞳产品。
在8月初发布的一条商业推广视频中，“方桃子”口播该美瞳“戴了一天都很舒服”“做了高光定轴，眨眼不偏移”，以剧情种草的形式推广产品。
The character, "Fang Taozhi", is the protagonist of an AI-produced short drama series titled The Laid-Off Girl. Earlier this month, a promotional video appeared on her Douyin account in which she promoted a brand of cosmetic contact lenses, saying they were "comfortable to wear all day" and "stay in place without shifting when you blink".
According to a report by Southern Metropolis Daily, the promotional video had been removed from Fang's page as of Friday.
视频播出后，大量网友提出AI虚拟人没有真实的眼睛，根本无法试戴美瞳，不可能拥有“佩戴一天很舒服”的真实体验。那这种代言到底违不违法？出了问题谁担责？
The video quickly drew backlash from viewers, who pointed out that Fang, as a virtual character, has no real eyes and therefore could not have actually worn the lenses or experienced their comfort. The incident has raised broader legal and ethical questions, including whether AI avatars can legally endorse products such as contact lenses and who would be held responsible if a product promoted by a virtual influencer turns out to be problematic.
有媒体致电相关品牌属地市场监管投诉热线，询问医疗器械产品是否可由AI虚拟人代言。对此，接线人员表示，相关事项已移送属地管理部门滁州市琅琊区市场监督管理局处理。
In response to the controversy, a media outlet contacted the market supervision hotline in the brand's home jurisdiction. A representative said the case had been referred to the Langya district market supervision bureau in Chuzhou, Anhui province, for further handling.
北京瀛和（广州）律师事务所高级合伙人黄迪表示，《广告法》第二条将广告代言人界定为“广告主以外的，在广告中以自己的名义或者形象对商品、服务作推荐、证明的自然人、法人或者其他组织”。AI数字人本身不具备独立法律人格，无法成为广告代言人。AI角色为纯虚拟形象，本身不受《广告法》代言人条款约束，但广告主仍须对广告内容真实性负责，广告主需承担虚假宣传等法律责任。
来源：中国青年报综合南方都市报、21世纪经济报道、中国新闻周刊等
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