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recently, according to a report by beijing youth daily, in response to the behavior of a few accounts attempting to make improper profits by publishing false information and riding on hot topics, douyin's official account has released the latest regulations for governing "illegal and improper profits" and will strictly deal with the overall behavior involving improper profits using "fake identities", "fake content", "fake marketing" and "fake traffic". specifically, "accounts shall not use hot events to imitate or improperly associate parties and brands involved, and improperly profit from attracting attention."

have you ever seen short videos like this: "no one should eat the mixed meat filling", "never buy washed fruits and vegetables", "the white and tender lotus roots are soaked in formaldehyde", "are you people who study lollipops immoral" ... when the viewers on the other side of the screen become anxious, the publisher immediately puts his own products on the shelves, calling it "buy with confidence, worry-free consumption".most of these short videos with so-called "exposing corruption" and "revealing secrets" content revolve around areas of great concern to all sectors of society, such as food safety and medical health. however, the works published lack the most basic rigor and truth-seeking. their main purpose is to sell their own physical products, paid knowledge and other goods, thereby completing the closed loop of the gray industrial chain.

food safety, medical health and other fields are of great concern to society, but some short video producers simply copy, plagiarize and piece together public information, and publish fictitious, one-sided or exaggerated false marketing information without actual experience. such illegal hype not only arouses viewers' anxiety, but also causes chaos in the market order, and must be taken seriously. everything has a traceable context, and short video platforms are no exception.sorting out and analyzing the starting points and destinations of violators, following the clues through the interest context, and cleaning up the "pollution source" at the publishing end is the "first move".

"adhere to putting social benefits first, achieve the unity of social and economic benefits, and create a clean and healthy network environment". from "everyone has a microphone" to "everyone has a camera", short video platforms have greatly improved the convenience of the public to obtain information, and at the same time have deeply affected the lives of hundreds of millions of people. precisely because of this extremely large base, we must strengthen supervision of short video works, and focus on rectifying problems such as creating hot spots and taking advantage of hot spots to create "information traps", and unscrupulous fans and traffic for profit. the central cyberspace affairs office has deployed a special action called "clear and bright, rectifying the unscrupulous traffic of 'self-media'", which has given a clear roadmap for action.

fake exposure of corruption in order to promote products, illegal use of the trend should be stopped. in the information age, short videos are undoubtedly a powerful force that cannot be ignored. e-commerce shopping on short video platforms has become the mainstream of the industry in recent years because of its visual, tangible and friendly experience, and "promoting products" has become a hot word.faced with such a "blue ocean", traffic should be a source of energy that benefits the people.we must truly improve the social welfare stance of producers and not be led by interests; we must also encourage website platforms to actively fulfill their main responsibilities and truly "have the responsibility to guard their territory."

(original title: "pretending to expose corruption but actually promoting products, stop violating regulations and riding on the hype" by xie weifeng from china youth network)