Recently, CCTV Business Channel unveiled a concerning practice among some merchants on food delivery platforms: the use of AI technology to fabricate fake store images, giving the false impression of 'high-end in-store dining establishments.' Take, for instance, a delivery-only restaurant that proudly touts '5,000 monthly orders, a 4.9-star rating, and no pre-cooked meals' on its platform profile. Its homepage photos depict a vibrant scene with prominent storefront signage and a lively crowd of diners. Yet, when a reporter visited the actual location, they found it tucked away in a dimly lit, second-floor corridor, with a dilapidated environment and no seating for dine-in customers—a stark contrast to the glamorous images presented online.

Such deceptive practices are far from isolated incidents. Some merchants go even further, manipulating storefront signage and synthesizing videos to create highly realistic fakes. These counterfeit visuals are not only cheap and easy to produce but also pose a serious threat to consumer trust, as they severely mislead customers and infringe upon their right to accurate information and informed choice. In response to this growing issue, the State Administration for Market Regulation has drafted a consultation document. It suggests that platforms should implement labels for restaurants lacking dine-in facilities, aiming to restore order and transparency in the market.