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recently, douyin medical released new regulations to strictly manage "profiting from false and similar content". specifically, "it is forbidden to exaggerate or even fabricate one's own medical level, create a "miracle doctor" or "famous doctor" persona to deceive users and make illegal profits."

douyin medical said that in order to more strictly regulate and manage illegal and irregular behaviors such as "using false and similar content to divert traffic for profit", the platform has specially updated the governance rules in accordance with the "internet information service management measures", "douyin community self-discipline convention", "douyin community medical convention" and other relevant laws and regulations and platform rules:

1. improper marketing is strictly prohibited

it is not allowed to publish homogeneous and low-quality content without actual medical science information in batches through a single account or multiple matrix accounts, exaggerate or even fabricate one's own medical level or healing effects, and use this as a means of "self-promotion" and "self-marketing", and then induce and deceive users to follow, like, collect and share the above-mentioned accounts and content, or even illegally divert traffic for profit.

2. improper interpretation is strictly prohibited

it is not allowed to fabricate the identity of doctors, medical cases or scenes through interpretation, staged photography, etc., and not to make statements to mislead users. in particular, it is not allowed to deliberately create or exaggerate doctor-patient conflicts by fabricating doctor-patient stories, recovery experiences, etc., in order to incite public emotions (such as sympathy, grief, anxiety, etc.) to gain attention, or even illegally divert traffic for profit.

3. improper use of the platform is strictly prohibited

it is prohibited to publish false information to hype up hot medical events or medical cases that attract public attention, and to gain attention or even illegally divert traffic for profit. for hot medical events or cases that are not personally experienced by the original author, when quoting them in the article, it is necessary to clearly mark "the content is taken from the internet" and other information to avoid misleading users.

4. vulgar content is strictly prohibited

it is not allowed to publish a large number of vulgar and borderline content without any actual medical science information under the pretext of popularizing "gender knowledge" in order to gain attention and make illegal profits.

5. illegal diversion is strictly prohibited

it is not allowed to use the above-mentioned content and behaviors to induce users to leave the platform through other related accounts (such as large and small accounts) through comment interaction, live broadcast and other means, illegally guide medical consultations, sell medicines and health products, and make illegal profits.

over the past year, douyin's policies and management of medical-related content and accounts have continued to shrink:

on march 6, 2023, douyin health released the "douyin medical announcement on the governance of content chaos in mcn institutions", which mentioned that during the platform's inspections, it was discovered that some mcns and individual accounts had published low-quality medical homogeneous content, used false medical stories, and extreme cases to gain traffic. the platform has implemented centralized governance, dealt with 81 illegal accounts, and implemented joint measures such as violation warnings for relevant mcn institutions.

in april 2023, douyin officially announced that during its inspection, the platform found that some certified doctors had engaged in illegal diversion of traffic, which harmed the interests of users. in order to protect the safety and interests of users, the platform will launch special governance activities against illegal diversion of traffic, and severely punish improper behaviors such as attempting to evade platform regulations and repeatedly violating platform rules. the most serious punishment will be an indefinite ban and revocation of certification qualifications.

at the same time, douyin health issued an announcement stating that it does not support the operation of medical and health certification accounts by mcns. the announcement pointed out that during the governance of the douyin platform, it was found that some mcn organizations used their medical and health certification accounts to publish low-quality content such as eye-catching content to deceive and mislead users, and obtained profits through illegal behaviors such as exaggerating effects and inducing off-site medical treatment.

such behavior has violated platform rules and may infringe on user rights, damage industry reputation, and pollute the network ecology.

in response to this, douyin medical issued a statement: the platform does not support or encourage the outsourcing of medical and health certification accounts to mcns or the binding of mcns. it is recommended that medical and health certification accounts be operated and managed independently.

at the same time, creators who hand over their medical health certification accounts to mcn for operation are required to complete self-inspection and self-correction before april 30, 2023, and make timely rectifications.

on november 24, 2023, douyin released the "douyin medical account daily operation specifications", which clearly prohibit the publication of content and behaviors that generate illegal traffic diversion, clarify illegal marketing content/behaviors, and clarify that medical and health accounts do not support or encourage mcn agency operations, binding to mcn institutions, and do not support medical accounts from publishing content that brings goods and e-commerce windows and private messaging behaviors.

data shows that in the past year, douyin has added 13,000 new medical creators and 3.7 million new medical popular science contents. various medical videos have received a total of 1.31 billion collections and 3 billion likes.

"the platform encourages medical creators to produce and share rigorous, professional and useful popular science content in their respective fields," said douyin's medical director. "we will also continue to upgrade product technology, formulate new strategies, and continue to manage and crack down on false and similar content and illegal diversion of traffic for profit."

in addition, douyin medical has also launched a "peer review" method in conjunction with the health communication working committee of the chinese medical association. through an authoritative association, an expert group has been formed to formulate rules for the quality of popular science content, evaluate and certify popular science capabilities, and encourage more high-quality creators to join.

recording, sharing and learning medical science knowledge through short videos has become a daily choice for doctors and users. it is hoped that through the introduction of various regulations, the short video content ecosystem can form a virtuous circle and truly "popularize health knowledge and improve the health literacy level of the whole people."

written by | mays medical

editor | alaska treasure