TikTok Life Services has launched a new feature designed to protect the privacy of consumers who may be inadvertently captured on camera during merchant live streams.

The recently introduced "Live Stream Passive Appearance Consumer Portrait Privacy Protection" function automatically blurs the faces of individuals who appear in a live stream without their consent.

This initiative aims to safeguard consumer rights, including portrait rights and privacy rights.

The platform advises merchants to activate and utilize this feature promptly.

When enabled, the system will automatically blur the faces of any individuals not pre-registered for the broadcast.

If merchants are found to be engaging in unauthorized filming or disturbing consumers, the platform will take action in accordance with its rules.

Potential penalties include issuing warnings, interrupting the live stream, or suspending the broadcast room entirely.

A representative from TikTok Life Services stated that the platform encourages merchants to make full use of this privacy protection tool.

By doing so, merchants can achieve effective live streaming results and conversions while also enhancing operational compliance and fostering the healthy, orderly development of their business.