Shulou(Shulou.com)11/24 Report--

Thanks to CTOnews.com netizens ironoxides, grass Luo Yuzi for the clue delivery! CTOnews.com, March 11 (Xinhua) Last month, the incident of Xie Mengwei, who played "Gazi" in "Little Bing Zhang Ga", brought goods to his mobile phone during a live broadcast on Douyin caused a heated discussion among netizens. A phone called Philips S706 is priced at 1999 yuan, which is said to be 8999 yuan. However, some netizens pointed out that the original price of the phone was less than 1999 yuan.

On March 9, Douyin e-commerce issued a public notice that the Code of Conduct for price promotion of Douyin e-commerce creators (hereinafter referred to as "the Code") came into effect after revision, clearly stipulating that those who bring goods with them are not allowed to fabricate price comparisons of goods.

The norms once again emphasize the responsibilities and obligations of the creator, such as damage to the legitimate rights and interests of consumers as a result of their false propaganda, and bear joint and several liability with the merchants providing the goods or services. If the consumer proof is valid and the platform determines that the business is not at fault, the creator shall bear the responsibility of false publicity.

The specification clearly requires that before promoting goods, creators have the obligation to verify the price-related publicity information, such as the selling price, the compared price, the price protection service, etc., to ensure that the price is clearly marked, and to ensure that the publicity information is true, objective and accurate, no false or misleading description. For multi-SKU goods, the creator needs to clearly inform the price corresponding to the specifications of the goods displayed. Before publicizing the goods and providing price protection services, the creators should ensure that the merchants can fulfill them in a timely manner and shall not make private promises.

"compared price" refers to the price before the discount advertised by the creator when he advertises the preferential strength of the commodity by way of price comparison. In view of the "fictional compared price" with more negative feedback from consumers, the specification stipulates that the creator publicizes the compared price and must display the relevant proof of the compared price in the studio or video; or display the information in the studio after publishing the reference price through the "commodity reference price" function. At the same time, the creator shall ensure that the advertised price is true and accurate, which is consistent with the price certificate displayed or the reference price of the commodity.

Among them, the live room or video shows the proof of the compared price, and the platform only supports commodity hanging price, official website retail price, commodity pricing and manufacturer's suggested retail price. The reference price is released through the "Commodity reference Price" function, and the merchant needs to upload the corresponding price voucher in advance, which will be examined by the platform. The creator shall not use a price that is unfounded or cannot be compared as the basis for calculating the discount reduction or the price to be compared.

CTOnews.com found that the code also clearly stipulates that when promoting commodity prices, it is not allowed to take advantage of family or team conflicts, bargaining with brands and other behaviors for acting hype. Acting hype includes, but is not limited to: malicious conflicts such as deliberately tearing and pushing, breaking things, quarrelling, shouting, bargaining with "merchants" or "brand parties", asking for additional goods or gifts, creating conflicts to change prices to low prices to show "preferential benefits"; acts of interpreting conflicts among family members, such as divorce, cheating, conflicts between mother-in-law and daughter-in-law, domestic violence, scolding the defeated family and other family members. In the form of live joint broadcasting, hype the plot of conflict and contradiction, or perform acts that incite fans to report maliciously, maliciously bad reviews and other behaviors that force them to change the low price.

In addition to standardizing the general principles, the platform also revised four management rules, including the implementation rules for the description of non-standard prices, the rules for the implementation of false prices, the rules for the implementation of fictitious comparative prices, and the rules for the implementation of acting hype, to define and punish relevant violations.

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