Why would the live streaming room for selling goods be blocked? What's the violation?

“Why can’t the product be put on the shelves?”

“Why was the product suddenly removed from the shelves?”

"The traffic in the live broadcast room has dropped drastically"

…

Recently, we often receive inquiries about users’ live broadcast rooms violating regulations. Live broadcasting seems to be an easy thing. All you need is an account and a mobile phone. However, many brands have actually started live broadcasting, only to find that the live broadcast room is constantly in trouble. The live broadcast room is not popular, and they don’t know what to say during the live broadcast. Some have even received violation notifications from Douyin officials. In minor cases, the live broadcast account will be banned for two or three days, and in serious cases, the live broadcast room may be permanently banned!

Next, we will help most anchors and merchants to clear minefields from two aspects: what are the violations in the live broadcast room and how to avoid or reduce violations.

1. What are the violations?

Taking the Douyin platform as an example, during a live broadcast, the most likely to be involved in violations are the anchor and the product. These two are uncertain factors relative to the scene layout of the live broadcast room. Next, let’s analyze Douyin’s restrictions on “people” and “goods” in live broadcast sales .

(Source: Publicly compiled from the Internet)

Regulations for anchors:

The regulations on anchors are mainly reflected in two aspects: one is to regulate the anchors' words, and the other is to regulate the anchors' behavior.

Standardize the anchor's speech:

Six things not to say:

1. Don’t use uncivilized language

2. Don’t say anything that might be considered deceptive

3. Don’t say words that stimulate consumption

4. Do not use violent or pornographic language

5. Do not use false advertising language about cosmetics

6. Don’t use medical terms

We have collected a comprehensive list of banned words in Douyin short videos and Douyin live broadcasts:

(Source: Publicly compiled from the Internet)

Regulating the behavior of anchors:

Three to avoid:

1. Avoid smoking and drinking or imitating other behaviors

2. Avoid products and demonstrations that may easily lead to misunderstandings

3. Avoid accidental exposure when changing clothes or experiencing products

In most cases, the live broadcast room will be directly banned if these behaviors occur

(Source: Publicly compiled from the Internet)

Three prohibitions :

1. Prohibit verbal lottery draws in Douyin live broadcast rooms

2. It is forbidden for minors to give gifts to the anchor in the Douyin live broadcast room

3. Prohibit improper attire in live broadcast rooms

(Source: Publicly compiled from the Internet)

Specifications for products:

If you want to avoid violations, you must first understand the platform's rules for determining violations. The Douyin platform launched the "Live Streaming Platform Product Sharing Community Standards" to regulate the live streaming rooms a long time ago. On this basis, Feigua Zhitou collected and sorted out a large number of user feedback, and helped the e-commerce team classify and summarize the six major product violations.

1. False advertising :

The price of the goods described/displayed in the live broadcast does not match the actual purchase price or the original price is advertised without basis. For example, the price of a piece of clothing displayed in the live broadcast room is 30 yuan, but the actual price indicated on the product details page is 100 yuan.

The live broadcast used extreme advertising terms such as "national level", "best", "first", "unique", etc.

The style/color/pattern/shape of the product described/displayed in the live broadcast does not match the information on the product details page. The shared product information should be consistent with the product displayed during the live broadcast, such as brand, style, fabric, etc.

The product effects described/displayed in the live broadcast are inconsistent with the information on the product details page, such as using a certain skin care product for XX days to completely eliminate spots, etc.

(Source: Publicly compiled from the Internet)

2. Private transactions/traffic diversion :

There are behaviors of guiding private transactions/diverting traffic to other platforms during live broadcasts, such as displaying or broadcasting accounts of other social software in the live broadcast room

3. Unequal transactions :

Violations such as "no attention/no interaction, no delivery" were committed during the live broadcast

4. The shared product does not appear in the video :

The shared products do not appear in the video content. For example, in a beauty live broadcast room, the yellow cart below has links to clothing products and guides fans to place orders for clothing products.

5. Illegal marketing :

The multiple videos posted violated the Douyin Shopping Cart Product Sharing Community Guidelines

6. Other issues :

The account has repeatedly been suspected of performing hype in videos/live broadcasts, and has contained unfriendly content such as deception, ridicule, provocation, and abuse.

(Source: Douyin e-commerce official account)

2. How to avoid or reduce violations?

The above introduces the main violations of anchors and products in Douyin live broadcasts. How to avoid or reduce violations during the live broadcast has become an important part of the anchor team's early live broadcast preparation work.

Faced with the endless emergence of new regulations on live streaming on the platforms, promptly detecting violations by anchors and products during live streaming has become an issue that the e-commerce team urgently needs to solve. Most live streaming teams are familiar with Douyin’s live streaming regulations, but during the live streaming process which takes hours, it is difficult for both the anchor and the field controller to always keep in mind the live streaming red lines. Many teams did not realize that they had stepped into the live streaming minefield until their live streaming rooms were warned or even banned.

Based on this situation, Feigua Smart Investment launched a violations section.

1. Field control warning and timely reminder

During the live broadcast, when the team violates the rules, the field control warning will promptly and quickly remind you and display the cause of the violation and the penalty result, helping the anchor and field control to quickly understand the specific information of the violation and adjust the rhythm and content of the live broadcast.

(Data source: Feigua Investment, the above data has been authorized by the customer and anonymized)

2. Storage of commodity violation records

The system also supports the storage of product violation records. If the product being explained has violated regulations before, the system will remind the anchor that this product has violated regulations. Please pay attention.

(Data source: Feigua Investment, the above data has been authorized by the customer and anonymized)

3. Review of violations

When the team reviews the live broadcast at the end of the live broadcast, all violations that occurred during the entire live broadcast will be recorded on the time bar in the form of dots. The team can easily review the specific circumstances and data details of the violations at that time by pulling the timeline.

In the "Violation" interface of the smart investment system, you can also clearly understand the time, type, reason, and punishment results of all suspected illegal products during normal live broadcasts, and give corresponding rectification suggestions to better help the anchor team avoid product violation risks.

(Data source: Feigua Investment, the above data has been authorized by the customer and anonymized)

(Data source: Feigua Investment, the above data has been authorized by the customer and anonymized)

As Douyin steps up efforts to promote its live streaming e-commerce business, it will also further regulate its own market order. In short, if brands and businesses want to continue to develop healthily on Douyin, violation monitoring is an indispensable part of the live streaming process.

Author: Feigua Investment

Source: Feigua Investment