May 9th
Released by the operation center of the WeChat public platform platform
Norms for Over-Marketing Content
Douyin Security Center released
"Douyin about the development
Announcement on the special governance of "homogeneous network water army"
The full text is below
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WeChat public platform
Specifications for over-marketing content
Recently, the platform found that the marketing content published by some operators contained descriptions that did not match the actual situation, which could easily mislead users and even cause property losses.
In order to ensure the user's reading experience and maintain a healthy content ecology, the platform will continue to conduct inspections, and will deal with violations according to the specific degree of violations.
Specific types of violations include, but are not limited to:
Posting fake recruitment articles
In the name of "employers", under the banner of recruitment, they claim to be able to provide jobs or part-time jobs with "zero threshold and high returns". In fact, it is to induce users to buy relevant courses by exaggerating the description and promoting the benefits or results that do not match the actual reality.
Examples of violations
The title uses recruitment vocabulary or directly describes the job details, but the actual purpose of the content of the text is to sell education and training courses, and leave contact information to guide users to inquire and purchase.
Posting fake AI course articles
Using AI technology and other gimmicks to advertise that it can generate or produce popular articles in batches. However, it is actually by exaggerating the description and promoting the benefits or results that are inconsistent with the actual situation to induce users to purchase relevant courses or services.
Examples of violations
Vigorously promote the advantages and functions of AI technologies such as "generating articles in batches and creating explosive models", fabricate income information that is inconsistent with the facts, and guide users to consult or purchase on third-party platforms at the end of the article.
Publishing articles about illegal medical services
Individuals and business entities that do not have medical qualifications, or do not have Internet diagnosis and treatment qualifications, use the platform to publish promotional information. However, in fact, it is to exaggerate the promotion of a certain medical institution, a certain physician or its treatment methods, and even provide online consultation, sales of drugs and other services in violation of regulations.
Examples of violations
In the case of introducing a certain type of disease, treatment, or treatment case, the user is directed to a third party for paid consultation or purchase of related services, but the account is not the corresponding medical institution or doctor itself, depending on the account entity.
All operators are requested to abide by relevant norms, improve the quality of content, work with the public platform to ensure a good reading experience for users, maintain a healthy and sustainable content ecology, and create a clearer online audiovisual space.
Douyin special governance
Homogenization of the network water army
Douyin about the development
Announcement on the special governance of the "homogeneous network water army".
Recently, during the inspection of the platform, it was found that some users used low-quality similar materials to produce videos in batches on the platform, and monetized them through various marketing methods after gaining traffic.
After the platform's investigation, it was found that such accounts only publish some low-quality and homogeneous content on the surface, but there are actually black industry gangs behind them, in the name of "online earning" and "apprenticeship", large-scale inducing ordinary users to join the "team", and then remotely control and direct all kinds of accounts to mass-produce "low-quality", "homogeneous", "hot" and other types of videos, which already have the characteristics of an online water army. The above-mentioned behaviors not only damage the healthy ecology of the platform and affect the experience of other users, but are more likely to breed illegal and criminal problems.
Take the account "Shao** Tu" as an example, the account has been publishing homogeneous and low-quality content for a long time, so as to accumulate some fans. But in April this year, the account, along with 4,715 other accounts that had been posting low-quality content for a long time, simultaneously posted homogeneous content of the "Three Strange Phenomena of China", using AI-generated fake images of foreign "economists" to promote and hype a liquor. In fact, these "economists" are all false, from their images to their names.
Some accounts, under the organization of water gangs, publish homogeneous and low-quality content to win traffic and fans, and then publish content that deceives users, especially parents and elderly users, in batches. In April this year, there were 2,858 accounts that usually post low-quality content, and at the same time posted homogeneous videos, saying that their children in the third year of high school scored in the top ten because they ate some kind of health products.
The above-mentioned online trolls have seriously affected the platform's healthy online ecosystem. In order to maintain the order of the platform and create a clear cyberspace, from now on, Douyin will carry out special governance actions against violations such as "homogeneous online water army". For illegal content and accounts, the platform will take measures such as content removal, account banning, and cancellation of profit-making permissions. For water gangs suspected of committing crimes, the platform will collect clues and report to the police.
At present, the platform has identified some of the content characteristics and behavioral characteristics of the above-mentioned "homogeneous online water army", such as publishing some low-quality content to win traffic and accumulate fans before carrying out water army behavior. Therefore, the platform will focus on the governance of the following content and accounts that meet the characteristics:
1. Deceptive likes: Set fake inducement buttons in the screen, such as "youth mode", "close transfer", etc., to lure users to click on the fake "close" multiple times to deceive the effect of likes.
2. Induce interaction: publish a large number of similar simple help-seeking content, and deceive user comments in the form of "what to do" and "online".
3. Win the traffic class of specific people: use the same copy, only modify individual sentences, and win the traffic of specific people. For example, "Blessed are the Roosters, you are kind and hardworking", "Blessed are the Ox, you are kind, hardworking............", "Aquarius is so good, they reply in seconds", "Taurus is so good, they reply in seconds", "People with the surname Li are very smart", "People with the surname Wang are very smart".
4. Low-quality editing and splicing: the content is simple editing and splicing of film and television, small game screens, or video screens are film and television, small games, and manual decompression, and the audio copy is online novels.
Most of the content that meets the above characteristics is produced and published by ordinary users after receiving the "guidance" of the water gang, which is used to win traffic and accumulate fans. As the number of followers increases, the relevant accounts will participate in the water army hype more and more frequently.
Douyin reminds users not to believe in the editing of "online earning" projects, listen to "commands" and publish similar and low-quality information, so as not to be inadvertently used by online water gangs, damage their legitimate rights and interests, and waste energy and money. Douyin will continue to identify and govern all kinds of "online trolls" including "homogeneous" content. The platform also calls on the majority of netizens to supervise together, and if relevant illegal content is found, you can report it on the site or send details to the report mailbox: [email protected], the platform will verify and deal with it as soon as possible.
General: WeChat public platform operation center, Douyin security center
Source: Henan Traffic Broadcasting