Chinese create ‘wealthy’ online personas with ‘luxury’ photos but warned of legal risks

An online industry has emerged which allows people to create “wealthy” personal profiles on social media in China by buying “luxury lifestyle” photographs for as little as one yuan (15 US cents).The pictures feature travel scenery, gourmet dining, golfing, skiing and other activities on e-commerce platforms.The photographs are typically priced between one and eight yuan and are marketed as ready-made content for social media posts or for building a curated online persona.They are usually delivered via cloud storage links.Among the types of images used are those depicting people, like the above woman, on expensive trips. Photo: Getty ImagesIn one such online listing, the product priced at just 0.1 yuan claims to include over 7,000 high-definition “real-life” images covering travel and daily life.Beyond these low-cost bulk photograph packages, some sellers also offer a premium service known as “profile customisation”.This involves curating a collection of everyday lifestyle images combined with staged travel and business photographs to present clients as wealthy or successful people, enhancing their appeal for dating, networking or business opportunities.For example, one popular seller promoted a so-called “luxury influencer package” costing 3,999 yuan (US$590).Other photographs sold include ones like the above image of a wealthy young Chinese man. Photo: Getty ImagesThe package includes staged photos featuring surfing, yachts, helicopters, luxury cars, horse riding, underwater restaurants and swimming pools.“These locations are all very expensive. The price covers two days of shooting, with six to eight people sharing the cost, each paying 3,999 yuan. Most people take these photographs to impress women or for business, so they need to build a strong social media presence,” the seller explained.“We also guide them on how to post and present these images on social media platforms,” the seller added.Some buyers opt for photographs like the above image of a couple on a yacht. Photo: ShutterstockYue Shenshan, deputy director of Beijing Yue Cheng Law Firm, told the state broadcaster CCTV that if merchants use other people’s photographs for commercial purposes, they may potentially infringe on the owners’ portrait rights, copyright and even privacy rights.Further Reading“Selling photographs bearing the facial features of others infringes upon portrait rights. Photographic works are protected by copyright; unauthorised reproduction and dissemination or sale to the public via the internet infringes upon the copyright holder’s rights,” said Yue.Photographs showing the interior of expensive houses like the one above are also an option. Photo: Getty Images“If the photographs or information sold contain personal privacy information, it may even constitute an infringement of others’ privacy rights. In serious cases, administrative or criminal penalties may apply,” Yue added.The situation has sparked a heated online discussion.One person said: “The truly wealthy are afraid of others knowing they are rich. Only those with questionable intentions show off.”Another said: “What we should really reflect on is why there is such a demand for displaying wealth. It is precisely because showcasing a high-end lifestyle is so effective in attracting romantic attention. When everyone criticises fake rich people, it actually shows that people still admire real wealth.”