fake "popular science", fake "exposing corruption", but real sales promotion? the platform takes action to rectify!
2024-08-28
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"no one should eat the mixed meat filling," "never buy washed fruits and vegetables," "the water you buy from the internet celebrity cup in the live broadcast room is not water, but life"... in recent years, these shocking information have appeared on the internet from time to time, and the bloggers who posted this information, after gaining traffic, have started to sell goods themselves, selling the products that have just been criticized for having problems, and finally made a lot of profit. this kind of fake "popular science" and fake "exposing scandals" and real selling behavior is expected to be strictly regulated by the platform.
recently, the douyin platform released an announcement on "updating the content governance norms for "illegal promotion and improper profits". the new regulations clearly require that "it is not allowed to use the so-called "exposing scandals" and "revealing secrets" as a gimmick to publish false marketing information to discredit industries, merchants or products. in particular, it is not allowed to create panic and anxiety by publishing false marketing information, and then sell physical goods, knowledge payment (courses) and other products in the above-mentioned fields to make improper profits". the above-mentioned content management regulations have begun trial operation and will officially take effect on october 1, 2024.
the behavior of profiting by using "fake identity", "fake content", "fake marketing", "fake traffic", etc. is often in a gray area in platform governance. although the possibility of violating the law is low, the potential social harm deserves attention.
the 53rd "statistical report on the development of china's internet" shows that as of december 2023, the number of internet users in my country will reach 1.092 billion. as an important form of the digital economy, online shopping continues to play a role in stabilizing growth and promoting consumption. in 2023, the national online retail sales reached 15.4 trillion yuan, ranking first in the world for 11 consecutive years.
it is not difficult to see from this that online shopping has become a popular consumption method in our country, but behaviors such as "illegally taking advantage of the trend" for marketing have obviously seriously damaged the normal ecology of online shopping consumption.
for example, taking advantage of hot events, counterfeiting, improperly associating the parties and the brands involved, or fabricating identities such as "masters", "experts", "successors", etc., and making improper profits after attracting attention, can be clearly seen as a deceptive act. in serious cases, it may constitute crimes such as fraud in the legal sense. online shopping and other behaviors based on such a foundation are obviously unhealthy.
another example is using the so-called "exposing corruption" or "revealing secrets" as a gimmick to release false information to discredit industries, businesses or products. especially in areas of great concern to all sectors of society, such as food safety and medical health, the release of false information creates panic and anxiety, and then sells physical goods, paid knowledge (courses) and other goods in the above-mentioned areas to make improper profits. in essence, it is to make improper profits by creating social panic or inciting the masses, which is very likely to bring a devastating blow to a legitimate and legitimate business or bring huge negative impacts to the entire industry in a short period of time.
furthermore, behaviors such as "illegally taking advantage of the popularity to make improper profits" not only damage the online shopping environment, but also have a huge impact on the entire network ecology.
the central cyberspace administration's "clear and bright action" also clearly requires the launch of a special action called "clear and bright: rectifying the "we media" that seeks traffic without any bottom line." it focuses on rectifying issues such as creating hot spots and taking advantage of hot spots to create "information traps" and attracting fans and traffic for profit without any bottom line.
if behaviors such as "illegal riding on the popularity" are allowed to proliferate, it will lead to the widespread dissemination of false information. a network ecology built on "true and false, false and true" will make the public lose trust in the internet, which is not conducive to the long-term economic and social development.
the new regulations released by douyin this time are undoubtedly another step forward in the platform's systematic management of false information.
first, through technologies such as big data and mechanisms such as user feedback, the platform can be the first to understand which behaviors may involve "illegal and improper profiteering" and deal with them in a timely manner, thereby minimizing all types of risks and avoiding damage to the business reputation of legitimate businesses or defamation of the reputation of parties involved in hot events.
secondly, timely handling of false information, bad information, etc. that appear in the behavior of "illegally taking advantage of the popularity to make improper profits" can greatly reduce the occurrence of false online incidents from the source and create a clean and healthy online environment.
it is also worth noting that the new regulations released by douyin this time not only talk about "illegal hype" but also emphasize "improper profit". in fact, they grasp the core issue that the ultimate purpose of these fraudulent behaviors is to gain fans' attention and then make improper profits through e-commerce sales. only by starting from the source, sorting out the interests of the publishers or disseminators of false information, and comprehensively managing it can we maximize the effect.
in addition, it needs to be emphasized that the improper acquisition of benefits through the release and dissemination of false information, illegal and irregular information is an important issue at present. in addition to the platform fully leveraging the "front-end governance" function, the platform and relevant law enforcement departments, regulatory departments, etc. should also fully form a joint force to promptly investigate and deal with illegal activities, form a comprehensive governance mechanism for online false information, and continuously purify the network ecology.
