When a platform becomes bigger and bigger and has stronger communication power, in order to avoid risks, some restrictive rules will definitely be formulated. So what behaviors are easy to touch the line and violate the rules on Douyin?
The following is a discussion with everyone about the rules of Douyin. I hope that all people who play Douyin will take a good look at them, so as not to accidentally step on the thunder points and have their accounts reset or blocked by Douyin, which will not be worth the loss.
1 Community Self-discipline Convention
In order to maintain a healthy and harmonious network environment and create a clean and upright community ecology, the Douyin platform has formulated the “Douyin Network Community Self-discipline Convention”. The community self-discipline convention is also directly placed in Douyin. Douyin users only need to select the “Community Self-discipline Convention” option in the “Settings” interface (see Figure 9-4) to enter the “Community Self-discipline Convention” interface and view the specific content of the community self-discipline convention.
The “Douyin Network Community Self-discipline Convention” mainly includes three aspects, namely “upholding and promoting correct values”, “obeying common codes of conduct” and “assuming social responsibility to protect minors”.
“Adhere to and promote correct values” mainly requires that the behavior and works published by Douyin users on Douyin must conform to correct values.
“Abide by common behavioral norms” mainly explains some behavioral norms that Douyin users need to abide by, as shown in the figure.
“Assume social responsibility to protect minors” explains relevant behaviors from the perspective of protecting the legitimate rights and interests of minors.
In my opinion, although the Douyin Network Community Self-Discipline Convention seems to have many rules and regulations, since Douyin has listed them and specially displayed them on the platform, this is enough to show how much Douyin attaches importance to the community self-discipline convention. Therefore, Douyin e-commerce operators must understand the content of the community self-discipline convention and try not to violate the relevant content of the community self-discipline convention during the operation of Douyin.
2 Community content norms
Douyin has made some norms for the Douyin content posted by users, as follows.
(1) It cannot involve images or words such as national leaders, public security, judicial, military, national emblem and national flag.
(2) Commercial marketing and promotion cannot be carried out by taking advantage of negative social events, hot events, sensitive events, red songs, military songs, revolutionary martyrs, etc.
(3) Relevant elements such as cults, feudal superstitions, reactionary organizations, etc.
(4) Relevant elements such as illegal and irregular, vulgar pornography, bloody horror, etc.
(5) Relevant elements that violate public order and good customs and social values cannot appear, such as cheating, domestic violence, showing off wealth, discrimination, provoking war, smoking, swearing, pranks, spoofs, abuse, etc.
(6) Dangerous behaviors and dangerous actions cannot appear, such as content that easily causes personal safety risks.
(7) Personal privacy or personal information cannot be leaked or exposed.
(8) Relevant elements such as intensive phobia, bloody violence, and discomfort cannot appear.
3 Copyright legal risks
In order to avoid copyright legal risks, Douyin has made some regulations, as follows.
(1) Do not use the name, logo, image, picture, audio, video, etc. of an unauthorized third party. If you want to release related materials, you need to confirm it separately.
(2) Do not use materials related to artists and celebrities that are prohibited from appearing on the Douyin platform.
(3) Do not use unauthorized film and television dramas, variety show clips and other materials.
(4) Do not move videos inside or outside the site.
4 Regulations related to minors
In order to protect the legitimate rights and interests of minors, Douyin has formulated relevant regulations, as follows.
(1) Minors cannot shoot commercial marketing content as spokespersons.
(2) Minors can participate in the shooting of marketing videos, but they cannot appear alone.
(3) Any minor-related elements are strictly prohibited in high-risk industries (food, beauty, games, alcohol, medical, OTC drugs, medical devices, fur, etc.).
5 Content Marketing Standards
When conducting content marketing, Douyin e-commerce operators also need to abide by certain standards, as follows.
(1) Personal information cannot contain contact information, WeChat ID, QR code, WeChat link, and other traffic-generating words, such as adding WeChat to receive coupons, adding homepage WeChat if you like, recruiting agents and franchisees.
(2) Promotional activities, product prices, discount information, coupons and red envelopes, purchase guidance, off-site platform diversion, and other solicitation information are not allowed, such as buy one get one free from May 9 to 20, today’s free order event is limited to 10 people per day, do you want to make money easily by shopping like me?
(3) Detailed product descriptions or exaggerated effect introductions of goods, products, or services are not allowed. For example, the material is imported from France, which is the only one in Douyin. It is beautiful and practical, and can be easily transformed into a sofa bed by pulling it up and flipping it. This product guarantees to lose 20 pounds in one month, and a refund will be given if it is invalid.
(4) Activity introductions and product promotions cannot appear at the beginning or end of the video.
(5) The main display of goods, products, brands, logos, etc. cannot be displayed for a long time (about 4 seconds). The main display here means that the goods, brands, logos, etc. occupy the focus position in the video screen. The impromptu dance of the influencer in front of the store or shop, and the store name is displayed in the background, is not considered as the main display.
(6) The title cannot only display the brand name. It can be implanted and included, but it cannot have the effect of flattery.
6 Prohibited product categories
In addition to the Douyin content released, Douyin has also made some regulations on the products sold on the platform, and listed some product categories that are prohibited from sharing and selling. The products prohibited from sharing and selling on Douyin can be mainly divided into 13 categories.
The above categories that Douyin prohibits sharing and selling have been announced on the official Douyin platform. At the same time, in order to better regulate Douyin e-commerce operators and prevent Douyin e-commerce operators from sharing and selling goods in the prohibited categories, Douyin has given corresponding penalties for violations.
Once a violation is discovered, the shopping cart function of the prohibited goods will be closed at the least, and the showcase sharing function of the corresponding account will be permanently closed at the worst. Therefore, when Douyin e-commerce operators add goods to the product showcase, it is best not to add illegal goods with a fluke mentality, otherwise once the violation is discovered, it will be more harm than good.