Last month, Xie Mengwei, the actor who played "Ga Zi" in "Little Soldier Zhang Ga", brought his mobile phone to Douyin Live stream, which caused heated discussion among netizens. A phone called Philips S706 is priced at 1,999 yuan, down from 8,999 yuan. But netizens pointed out that the original price was less than 1,999 yuan.

On March 9, Douyin E-commerce released a public notice, and the Code of Conduct for Price Publicity of Douyin E-commerce Creators (hereinafter referred to as the "Code") came into effect after being revised, clearly stipulating that the people carrying goods must not make up the price comparison of goods.

The regulations again emphasize the responsibilities and obligations of creators. If the legitimate rights and interests of consumers are damaged due to their false publicity, the creators shall bear joint and several liabilities with the merchants who provide the commodities or services. If the proof provided by the consumer is valid, the platform determines that the merchant is not at fault, and the creator shall bear the responsibility for false publicity.

The specification clearly requires that, before promoting the commodity, the creator shall have the obligation to verify the selling price, the compared price, the price insurance service and other price-related publicity information, to ensure that the price is clearly marked, to ensure that the publicity information is true, objective and accurate, and shall not give false or misleading description. For multi-SKUs goods, the creator shall clearly inform the price corresponding to the specifications of the goods displayed. Before providing price protection services for advertising commodities, the creator shall ensure that the merchant can fulfill the promises in time and shall not make any private promises.

"Compared price" refers to the price before the promotion when the creator advertises the preferential power of the product by means of price comparison. As for the "fictitious compared prices" with more negative feedback from consumers, the regulations stipulate that when the creators advertise the compared prices, they must show the relevant certificates of the compared prices in the live broadcast or video; Or publish the reference price through the "Commodity reference price" function and display the information in the broadcast room. At the same time, the creator shall ensure that the publicity price is true and accurate and consistent with the displayed price certificate or commodity reference price.

The platform only supports tag price, official website retail price, commodity pricing and manufacturer's suggested retail price. To publish the reference price through the function of "Commodity reference price", merchants need to upload the corresponding price voucher in advance, which will be reviewed by the platform. The creator shall not use an unwarranted or uncomparable price as the basis for calculating the discount or the price to be compared.

The rules also clearly stipulate that when promoting the price of a product, IT is not allowed to use family or team conflicts, bargaining with the brand side and other behaviors to act as hype, IT House found. Acting hype behavior includes but is not limited to: intentional tearing, pushing, throwing things, arguing, Shouting and other malicious conflicts; Bargaining with "merchants" or "brand parties", asking for additional goods or gifts, creating conflicts and changing the price to show the behavior of "conceding benefits"; Interpretation of divorce, cheating, mother-in-law and daughter-in-law conflict, domestic violence, scolding family members conflict behavior; In the form of live streaming, they hyped conflicts and contradictions, or incited fans to make malicious reports and bad reviews to force the price change.

In addition to the general rules, the platform has also revised four management rules, including the Implementation Rules for Non-standard Description of Prices, Implementation Rules for False Prices, Implementation Rules for Fictitious Comparison Prices, and Implementation Rules for Acting and hyping, to define and punish relevant violations.