Beijing firm used AI-generated fake TV host to promote health product as medicine
A Beijing company used AI-generated video impersonating CCTV host Li Zimeng to falsely advertise an ordinary food product as capable of treating medical conditions. Regulators found the deepfake promotion violated advertising law and imposed administrative penalties in what they characterized as their first enforcement action against unauthorized AI impersonation for false advertising.
What happened
In February 2025, Haidian District Market Regulation Bureau received a consumer complaint about a Beijing company promoting 'deep-sea polyene fish oil' through a video account with 880,000 followers, claiming it could treat multiple diseases.
The company's livestream displayed medical claims such as 'suitable for dizziness, headaches, numbness in hands and feet, and memory decline.' In the livestream, an AI-generated image of CCTV host Li Zimeng appeared, created by editing known video of the host and adding new audio.
Investigation found the product's actual standard was candy, making it ordinary food with no disease treatment function. The company violated advertising law and accepted administrative penalties.
Reported impact
Consumers were misled into purchasing an ordinary food product while believing it had medical treatment capabilities based on false medical claims and the impersonation of a trusted public figure.
Index analysis
The use of deepfake video to impersonate a well-known broadcaster amplified the deceptive advertising by leveraging public trust in established media personalities.
Governance controls
Beijing market regulators characterized this as their first enforcement action using advertising law against unauthorized use of AI technology to impersonate public figures for false product promotion.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.