The headline is original, it is forbidden to carry, and offenders will be investigated! Before reading this article, I worked hard to click "Follow" in the upper right corner, which is not only convenient for you to discuss and share, but also can bring you a different sense of participation, thank you for your support!
- Source/Night Deep Finance
- Author/Night Deep Finance
Introduction: Douyin, as the head platform of short videos in China, can cause an uproar with its small actions.
Recently, Douyin issued a notice on the adjustment of the authorization function of the Douyin account, which was instantly "fried" on the Internet as soon as the notice was released.
Many netizens interpreted this notice as Douyin no longer supports the release of current politics, finance, law, or medical content. This interpretation frightened Douyin to quickly respond.
Douyin's new rules are misinterpreted by netizens?
Is it misread by netizens, or is the notice released by Douyin not clear enough?
On May 13, Douyin issued a notice stating that in order to optimize the creator experience, Douyin no longer supports accounts that mainly publish social current affairs, finance, law or medical content, or accounts with high followers and high influence to establish an authorization relationship with commercial promotion accounts that include the ability to publish content. If the creator's account has previously had such authorizations, the licensing relationship will be phased out starting May 15.
Source: Douyin Creator Center
The notice is indeed a bit of a mouthful, and it is no wonder that some voices on the Internet have misinterpreted it as Douyin wanting to restrict the publication of current political, financial, legal and medical content.
In this regard, the relevant person in charge of Douyin responded to the media that the online restrictions on the release of current political, financial, legal or medical content are false information. The relevant adjustment is to the authorization function of commercial material release, which does not affect the creator's other monetization or commercialization capabilities, including self-publishing of commercial materials, advertising, e-commerce, etc., and does not involve content creation.
Douyin's official customer service further explained that Douyin's adjustment this time is the account authorization function in the commercial promotion scenario, including no longer supporting government media institutions or publishing social current affairs, finance, legal or medical content, as well as accounts with a high number of fans and greater influence, and commercial promotion accounts (including a large number of advertising accounts, a large number of Qianchuan accounts, a large number of local push accounts, etc.) to establish an authorization relationship that includes content publishing capabilities.
Source: Douyin @ People's Daily Henan Channel
To put it simply, it is possible to publish content, but the marketing and promotion of current politics, finance, law or medical content are regulated. In the past, these contents could be bought for traffic promotion, but in the future, streaming will not be allowed, and current politics, finance, law, and medical accounts will not be supported to use Douyin's order-taking system.
Whether it is a misinterpretation or other reasons, in this way, in the future, those bloggers who have "ulterior motives" and want to make "cakes" in the financial and medical fields and eat human blood steamed buns will have a hard time, while creators who really focus on providing high-quality content still have a broad space for development.
In fact, such adjustments are not unique to Douyin.
Prior to this, Channels has implemented corresponding entry thresholds and specifications for the live broadcast and publication of financial and medical content, the purpose of which is to ensure the professionalism of the content, protect the rights and interests of users, and avoid the spread of misleading information.
Source: "Channels Financial Science Popularization Live Broadcast Access Standards"
Douyin's adjustment is to make the platform's content ecology more healthy and orderly, although it may have a certain impact on some people, but in the long run, it is conducive to the healthy development of the entire industry.
People with ulterior motives exaggerate the facts?
Previously, Douyin has actually issued many regulations, but why can it spark heated discussions in public opinion this time?
There must be some bloggers or self-media who try to eat human blood steamed buns in vain.
These people clearly know what content and behaviors Douyin's new rules are targeting, but why do they all say that they are worried that it will affect their content publishing?
After a little thought, you can understand that taking words out of context, wantonly adding fuel and vinegar, and creating anxiety are not exactly the tricks of these people to get traffic?
Baidu's vice presidents Xuan Jing and Mrs. Dong, who recently overturned, are not using these means.
Source: Douyin
It is worth mentioning that the reason why Douyin has introduced relevant policies must be closely related to the content ecology of its platform, after all, there are too many shocking examples in front of us.
Not long ago, there was a medical misleading and even fraud incident that shocked the whole network.
On April 19, netizen "Roll Over Huahua" posted a video on Douyin saying that her mother was diagnosed with lung cancer last year, and it took her a year and even 200,000 yuan in debt to make up her mother's surgery fees, "I work in the company during the day and deliver food at night."
Source: Douyin @ Tumbling Bar Huahua
However, her mother's health deteriorated, and she later learned that her mother had used the money she had saved to buy skincare products that claimed to "contain collagen peptides" and "prevent cancer".
"Let your family never touch this word again, two points, one wide, three mouths, and a mountain of mountains." In the video intercepted by "Roll Over Huahua", although the anchor Zhang did not directly say the word "cancer", he hinted to everyone that the product could prevent cancer, and the word "cancer" was also typed uniformly in the comment area.
Source: Douyin @ Tumbling Bar Huahua
In the video comment area of "Roll Over Huahua", many people said that they or their relatives had also suffered similar deceptions.
After the incident fermented, the content of the Douyin account of the anchor involved has been emptied, and the account has also been banned.
Douyin officially responded to the matter, saying: A report has been received and feedback will be submitted, but it is impossible to inquire about why the specific account was banned.
The reason why those who have been deceived can swipe the fake propaganda videos or live broadcast rooms is because these anchors who eat human blood steamed buns voted for dou+ and Qianchuan, so it is very important for Douyin to restrict the promotion of such content in the public domain.
It can be seen from Douyin's response that creators in relevant fields can still create content related to social current affairs, finance and other fields, but they can only rely on natural traffic, that is, private domain traffic.
This restriction is mainly aimed at the use of commercial promotion tools and functions (public domain), and its purpose is to regulate commercial cooperation and advertising behavior, reduce the spread of potentially misleading information, protect users from false advertising or misinformation, and maintain the quality and security of the platform's content.
As long as it is not those bloggers who eat human blood steamed buns, this new regulation will not actually have an impact on bloggers who are normally engaged in current affairs, medical and other fields.
The state has taken action to rectify and the supervision has become stricter
In addition to being closely related to the content ecology of its own platform, Douyin's release of the new regulations is largely due to the country's actions.
At the regular policy briefing of the State Council held on April 9 this year, when the State Administration for Market Regulation and other departments introduced the relevant situation of the "Regulations for the Implementation of the Law on the Protection of Consumer Rights and Interests", they clarified the premise and bottom line of live streaming in response to irregularities in the development process such as live streaming.
That is, "live streaming must be clear about 'who is bringing goods' and 'whose goods', and let the anchor, live broadcast room and platform know that they are 'everyone's responsibility'".
Specifically, according to the "Regulations for the Implementation of the Law on the Protection of Consumer Rights and Interests", which will be officially implemented on July 1 interpreted by the State Administration for Market Regulation, the following important provisions have been made for live streaming:
First, livestreaming must prominently indicate or explain its real name and marking;
Second, if the live broadcast is illegal, the platform, the live broadcast room, and the anchor will all be liable;
Third, livestreaming platforms have the obligation to assist consumers in protecting their rights;
Fourth, illegal live broadcasts will face warnings, confiscation of illegal gains, fines, suspension of business for rectification, revocation of business licenses and other punishments.
Among them, the second and third points are closely related to the platform, and the current politics, finance, law or medical fields are high-risk areas such as false information and other problems in Douyin, in order to avoid being involved in it as much as possible, it is not difficult to understand that Douyin issued this regulation.
On December 12 last year, the official WeChat account of the Cyberspace Administration of China (CAC) issued the Notice on Carrying out the Special Action of "Clearing and Rectifying the Problem of Poor Short Video Information Content".
In response to the frequent chaos in the field of short videos, this special action focuses on rectifying the following three types of problems of poor content orientation of short video information:
First, short videos spread false information;
second, the short video shows inappropriate behavior;
Third, short videos spread misconceptions.
These regulations issued by the state and the new regulations of the platform itself are regarded by many industry insiders as an important reason for the retirement of head anchors such as Xiao Yang Ge and Simba.
In short, the release of Douyin's new regulations is not only a positive adjustment of its own content ecology, but also a positive response to national regulatory requirements.
Although it has caused some waves, it is conducive to creating a healthier and more standardized network environment in the long run.