Massive Qianchuan delivery review mechanism and material specifications

Based on my own advertising experience, I would like to share the latest advertising review rules for Jueliang Qianchuan in 2021. After all, it is better to avoid these violations in advance than to modify the materials after they are rejected.

1. Reasons for Qianchuan’s refusal to hear the case

1. The product lacks a trademark registration certificate

2. The product lacks trademark authorization

3. The material involves third-party brands/trademarks

4. The brand in the material is not completely consistent with the trademark registration certificate

5. If there is no product trademark or the trademark is not obvious in the material, please add the trademark information in a prominent position

6. The material contains false advertising or misleading content

7. Content that exaggerates the actual efficacy of the product

8. The material contains content that implies negative connotations

9. The product lacks distribution authorization

10. Provide the Food Production License of the manufacturer of the product

2. Qianchuan Material Standards

1. We do not accept products without any quality certification, counterfeit or inferior products, or products that infringe intellectual property rights (including high-quality imitation products);

2. Any content that infringes or is suspected of infringing the legitimate rights and interests of Bytedance and its affiliates is prohibited; without authorization, it is prohibited to promote products or names of Bytedance and its affiliates, such as Toutiao, Douyin, Xigua Video, etc.;

3. The store name, store avatar and logo, user comments, and recommended products must not involve pornography, gambling, drugs, or politically sensitive content. The store name, avatar, and product images must not involve trademark and brand infringement;

4. The product page needs to add return and exchange rules;

5. The price description should be true and reliable, and no price fraud or false description should be allowed;

6. Regarding prices, only "selling price" or its synonymous descriptions may appear, such as "selling price, selling price", etc.; no "original price" or its synonymous descriptions may appear, such as "original price, pre-coupon price, tag price, scan code price, manufacturer's suggested price, counter price, genuine retail price, original selling price, wholesale price, current price, crossed-out price, discounted price, post-coupon price, preferential price, special price, fixed price, promotional price, new product discount, transaction price, best price, lowest price", etc.;

7. It shall not involve any false, exaggerated, or misleading user comments (including but not limited to screenshots of false comments in any form, any content, or any channel; screenshots of WeChat, QQ, text messages, and notification records), limited-time rush sales (including but not limited to false event start countdowns, event total countdowns, limited-time rush sales, flash sales, advance deposits, and other promotional activities), sales, ratings, etc. (including but not limited to self-made or any other channel, any form, any content sales screenshots, components; product or store ratings, etc.), and online certification icons such as Internet Information Office and Internet Security.

8. Requirements for gifts (including physical gifts and virtual gifts) are as follows:

① The value shall not be higher than the goods being sold;
② If the product involves a brand, special material or craftsmanship, authorization and quality inspection/identification report must be provided;
③ The product must not involve products that have not yet been connected; it must have the qualifications required to sell the free products;

9. No false descriptions are allowed, such as "pseudo-technology" words, non-health products promoting health benefits, "greatly reducing the sugar content of rice, stabilizing blood sugar and eating a full meal", "sugar-free rice cooker, no longer worried about not being able to eat due to high sugar content";

10. In case of copyright, portrait rights, etc., authorization from the relevant party is required;

11. If it involves description of special materials or process materials, a quality inspection report is required;

12. The creative content, product parameters, etc. in the advertisements should be objective and true. If exaggerated descriptions are involved, a certificate/identification/quality inspection issued by an authoritative third party must be provided. For example: "four-year aged/aged tea", "endorsement fee of 300 million", "pressed/brewed in 2013";

13. If the product as a whole is imported or of foreign origin, relevant qualifications for imported products must be provided; if only the raw materials and accessories of the product are imported, it is necessary to indicate "imported raw materials/accessories" on the landing page;

14. If the material involves brand description in any form, trademark qualifications must be provided;

15. For pre-sale products, the pre-sale period shall not exceed 30 days;

16. The product details page shall not contain any contact information other than the consultation component, such as personal mobile phone number, WeChat ID, QQ, group membership, etc.;

17. The source must be consistent with the "advertiser company name" or "landing page promotion brand plus product name"; other content or confusing language may not be used as the source;

18. Statistical data and information used for publicity related to industries, markets, enterprises, users, sales, etc., the real and valid data source or origin must be indicated below the corresponding materials;

19. If the video material is in a foreign language and Chinese subtitles are required;

20. For underwear/panties products, the entry pictures/videos shall not use real-life materials;

Author: Wei Yang - Live E-commerce Source: Zhihu