How to prevent violations during live broadcasts?

At this time, users choose to place an order directly with the least amount of time based on their trust in the anchor. If the product matches the description in the live broadcast, then everyone is happy.

If the goods do not match the description or the name does not match the actual goods, then it is a violation of regulations, and users will call it a fraud. Their trust in the anchor will disappear and they may even become black fans.

Therefore, the platform will punish live broadcast rooms that violate the rules. This not only highlights the platform's supervisory responsibilities, but also has a certain protective effect on the live broadcast rooms and users. In particular, live broadcast rooms must not go further and further down the road of violations.

Now let me show you how violations on the Douyin platform are defined. What other behaviors trigger rules?

First of all, the false advertising prohibited by the platform rules includes:

01) The influencer makes false/exaggerated descriptions of the product information and parameters shared;

For example: the product was clearly packed with ice, and the product specifications said 3 kilograms, but after it was thawed, only 2.3 kilograms were left, which was obviously short-weight; some fruit products were sent, and the cardboard box alone weighed half a kilogram, so the net weight was obviously insufficient and the parameters were falsified.

02) Making excessive promises about the product’s effects, or promoting the effects, or publishing false activity information;

The live broadcast room was only selling a concealer. In order to create an effect, the anchor exaggerated the product during the promotion, saying that it would make your skin as white as flour after using it. But after buying it and using it, it was found that there was no such effect. At this time, the anchor was over-promising on the effect.

03) Any behavior that may cause users to misunderstand the true situation of the product/service, such as maliciously disparaging a third party or third-party products.

Some live broadcast rooms have low traffic, and spending money to buy traffic has little effect. When they see that a certain merchant in the same industry is selling well and has a good reputation, they will mention the same merchant in the subtitles or text of each video, and use derogatory language to say bad things about the merchant, in order to ride on the popularity and gain traffic. This is really a malicious operation and absolutely false propaganda.

When a live broadcast room receives penalties such as false advertising warnings, shopping cart removal notifications, ban on product promotion functions, ban for ten minutes or more, or even permanent suspension, people are sometimes confused and don’t know where they went wrong. Therefore, they must first learn the rules before they can use the rules to serve themselves.

Below I will talk about 5 common types of false advertising

01) Extreme words – mainly words that are prohibited from use in advertising laws.

02) The promotion is inconsistent with the actual situation - that is, the narration in the live broadcast room uses exaggerated modifiers, and it is said that a product that originally only has the function of supplementing vitamins has the function of health care; it is originally just PU leather, but it is promoted as real leather. This causes users to believe the host's words and buy products that do not match the rhetoric. If the live broadcast room is reported by someone, it may be punished.

03) Fake activities - the live broadcast room has been promoting special offers of 9.9 yuan, but when you click in, you see the unusually bright "Sold Out". When you ask the customer service, they say that only the first X people can get it or you have to draw a lottery to get it. This is a typical case of "building rockets in publicity and digging ditches in practice".

04) Illegal promotional terms - The live broadcast room strictly promotes professional terms such as health preservation, health care, and treatment, which is strictly prohibited

05) False discounts - The prices during live broadcasts are actually the prices that were recently increased and then discounted. They may be slightly higher than the prices before the increase. Perhaps they are still increasing prices in disguise using marketing gimmicks to deceive consumers.

In addition, we should also mention the special shooting link. If the live broadcast room receives the news that the special shooting link has been removed from the shelves, it is also a trigger received due to being found to be in violation.

Let’s first understand what a special auction link is: it refers to the promotion of products without an accurate description of the product’s shape, quality, parameters, etc., and is only sold in the form of flash sale links, special auction links, postage links, price links, etc.

Characteristics of special auction links: Violation of the platform's product release rules, the product main picture does not contain the actual product, the title does not have the product name, the necessary specifications and attributes are not fully filled in, or information such as investment agents are released in violation of regulations.

The three most common types are shown in the figure below:

Public platforms should be places to promote positive energy, but some videos or live broadcasts have been promoting negative and pessimistic emotions. This is a bottom-line topic, but a decisive topic.

Therefore, try not to post content with negative emotions during live broadcasts. More seriously, content that goes against social progress, such as pornography, gambling, and drugs, is strictly prohibited by Douyin. Once it appears, your account is likely to be blocked.

In the Xinjiang cotton incident, if many brands talked about this incident in the live broadcast room with obvious anti-social sentiment, banning the live broadcast for a few days is a trivial matter and is basically resolved by blocking the account. In China, the interests of the people are above all else.

1. Do not use uncivilized language, including offensive online homophones such as "sissy", "doutoubi", and "green tea".

2. Do not use words that are suspected of deceiving users, including: free of charge, free collection, etc.

3. You cannot use words that induce consumption, such as "flash sale" and "crazy rush". These are the same as the sensitive words that cannot appear in the rules of live streaming videos mentioned above.

Live broadcasts with skulls, tattoos, and other things that cause discomfort

If you want to survive well in the Douyin live broadcast ecosystem, you must understand its rules very well. As the saying goes, only by knowing yourself and your enemy can you be invincible.

I hope that friends will do their best to provide training before the live broadcast, so that the anchors can memorize the illegal words and often use the compliant words. After a period of proficient use, low-level mistakes will not occur.

Businesses must also seek truth from facts, impress consumers with their products and services, and not think about making quick money through crooked means.

A little knowledge in each article

Will step-by-step delivery that takes more than 48 hours affect the experience score and reputation score?

The 48-hour delivery rate will mainly affect the advertising of short video products, with the index being no less than 70% as the benchmark;

If the data of the previous day does not meet the index range requirements, the advertising rights for that day will be closed;

After 24 hours of closure, if the delivery rate meets the index range requirements, it can be restored;

If the delivery rate indicator still does not meet the indicator range requirements after 24 hours, the advertising permission will continue to be closed.