摘 要 ：
深度合成技术与自然人形象的结合产生了不同于传统人格权的制度需求。现行法律框架下，无论是侧重于精神利益保护的人格权制度，抑或是旨在激励创新的知识产权制度与维护市场公平的反不正当竞争法，在面对深度合成技术所带来的精准化、大规模非合意商业化利用时，均呈现出明显的规制盲区与功能局限。我国形象权制度的构建，需要在借鉴美国财产化模式与德国人格化模式的基础上，探索符合中国法律体系与数字经济发展需求的平衡路径。将形象权纳入人格权制度下作为一项具体人格权，形成以技术治理为核心，平台、行业与公众协同共治的形象权综合保护体系，有利于保障主体对其形象要素商业化利用的自主决定权与经济利益，实现技术发展与权益保障的平衡。
关键词：深度合成技术；形象权；人格权；治理模式
Abstract:
The integration of deep synthesis technology with the image of natural persons has generated institutional demands distinct from those of traditional personality rights. The current legal framework—whether focusing on the protection of moral interests through personality rights, incentivizing innovation via intellectual property regimes, or maintaining market fairness through anti-unfair competition law—reveals noticeable regulatory gaps and functional limitations when confronted with the precise and large-scale non-consensual commercial exploitation enabled by deep synthesis technology. The construction of China's right of publicity system must explore a balanced approach aligned with China's legal system and the needs of its digital economy development, drawing insights from both the propertied American model and the personality-based German model. Incorporating the right of publicity into the personality rights framework as a specific personality right, and establishing a comprehensive protection system centered on technology governance with collaborative participation from platforms, industries, and the public, will effectively safeguard subjects' autonomy in deciding on commercial utilization of their personal attributes and protect their economic interests, thereby achieving equilibrium between technological advancement and rights protection.
Keywords: Deep Synthesis Technology; Right of Publicity; Personality Rights; Governance Model
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