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

In order to promote the better development of the public welfare industry, in response to some accounts trying to fabricate false scenes and carry out false public welfare under the pretext of "helping farmers", "helping the poor" and "helping the disabled", recently, Douyin's official account released the latest norms on the governance of Douyin's public welfare content.

The new regulations require that "if an account initiates charitable fund-raising on the platform, the subject must hold relevant qualifications and authenticate in accordance with the regulations." unqualified accounts shall not initiate charitable fund-raising on the platform in any form, including but not limited to the use of e-commerce sales and other means to raise donations in a disguised form. In addition, the new regulations clearly require that "public welfare accounts shall not carry out for-profit behaviors such as live rewards and e-commerce sales."

Strict authentication is required for the account to initiate charitable fund-raising.

The new regulations first put forward authentication and other requirements for public welfare accounts, including: if the account initiates charitable fund-raising on the platform, the main body needs to be registered with the national civil affairs department, can submit a legal registration certificate and certificate, and then authenticate in accordance with the regulations; if the government, media and other accounts initiate charitable fund-raising on the platform, they need to hold the relevant qualifications or carry out jointly with qualified institutions. For accounts without the above qualifications, the new rules require them to "not initiate charitable donations on the platform in any form, including but not limited to the use of e-commerce sales and other means to raise donations in a disguised form."

At the same time, in order to ensure the professionalism, seriousness and purity of public welfare activities carried out by users through the platform, the new rules require public welfare accounts not to carry out for-profit behaviors such as live broadcast reward and e-commerce sales.

In addition, in order to ensure the authenticity, fund-raising compliance and positive orientation of the authenticated public welfare account, the new regulations require that the account must be directly operated and managed by public welfare organizations and public welfare practitioners, and be responsible for the content quality and painting style of the account. "you may not entrust a third-party MCN organization or others to operate on behalf of the account, or mass produce and release homogenized content."

Seriously punish the behavior of fake public welfare and fake charity

Douyin has been forbidden to win attention, cheat fans, or make illegal profits on the grounds of public welfare. For example, the publication of false information such as posing, "poverty and misery", exaggeration to highlight social and family contradictions, or with the help of the publication of "helping farmers", "helping the elderly", "helping the disabled", "helping the poor" and other contents to seek commercial cash.

A relevant person in charge of the Douyin Security Center said that the platform continues to step up inspection, especially for publishing false "living difficulties", "dilapidated houses", "people left behind by young and old" and other contents, as well as focusing on the investigation of accounts that have profit-making behavior, and strictly deal with "fake public welfare" content and accounts that exist false fabrication, love fraud, and improper marketing. For example, fake such false phenomena as low-income people seeking rewards in the broadcast room, or daily income and living standards that are not in line with the actual broadcast situation, as well as the implementation of false propaganda and carrying goods through the publication of false content such as "selling badly" and "poverty".

It is reported that since April 2023, Douyin has removed 1131 related videos, banned 3518 accounts indefinitely, erased its improperly acquired new fans and revoked its cash-out function.

All parties join hands to standardize the content of network public welfare.

Wang Peng, deputy secretary-general of the China Rural Development Foundation, said that "pseudo 'public welfare' content and behavior not only take advantage of the kindness of the public, but also destroy the good ecology of public charity. The platform has the responsibility and the right to supervise the pseudo-public welfare behaviors that exist on the platform. Douyin through the release of new rules, active governance actions, is conducive to promoting the orderly regulation of online public welfare content."

"most of the false public welfare behaviors occur offline, and relying solely on the platform to identify them is very difficult and unrealistic, and requires joint governance by all parties," said Zhou Ronan, an associate professor at the School of Journalism and Communication at Sun Yat-sen University. "Douyin can introduce new rules. It's a qualitative change."

Since 2023, in view of the false information phenomena such as swinging, spreading rumors and counterfeiting on the Internet platform, as well as the false risks that may be brought about by the rise of artificial intelligence technology, Douyin has launched product tools on the one hand to improve its governance ability. On the other hand, platform norms such as "New rules for content creation of deductive works" and "platform Specification and Industry Initiative for content generated by artificial Intelligence" have been formulated and released one after another to crack down on and control false information.

"Douyin has long been concerned about and studied the dissemination of public welfare content on the platform, and is committed to building a better ecology of public welfare content, in the hope that more high-quality and real public welfare content will be recorded and delivered," said the person in charge of Douyin Security Center. "the impact of false content is bad, and the platform will continue to crack down."

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