As per the new rules set by Douyin eCommerce, the platform has announced that a total of 78,176 people who brought goods on the platform were fined for violations.

The general rules went live on May 6 and they took effect starting from May 20. As per the new general rules, Douyin labels eCommerce creators as a new type of content marketing subject and proposes that the creators’ content must be authentic. If the company finds that a creator has violated this clause, the platform has the right to punish them. The transaction clause under the new general rule serves to protect consumer rights while also improving the content eCommerce scene. The rules also formulate detailed rules in terms of access qualifications, content creation, and code of conduct.

The general rules also talk about access qualifications that grant personal accounts must be authenticated by real names before activating the product sharing function. The platform owns the right to reject the application of those who use fraudulent or fake names. Out of consideration for the protection of minors, this general rule expressly prohibits minors from using the commodity sharing function.

A lot of content creators also use emotional marketing techniques to rope in more consumers. Keeping this in mind, the Douyin eCommerce platform has taken the decision to allow the content creators to follow 9 general principles, and 13 types of illegal marketing scenarios such as “performance and hype in violation of public order and good customs”, 5 types of content infringement, 2 types of unqualified publishing professional content, and 7 other types of illegal content are strictly prohibited from now on. The general rule also prohibits five types of cheating behaviors as “inducing to deceive consumers to like, collect, share, and follow”, two types of spam, three types of guiding illegal transactions, and four other types of violations.