Kuaishou launches special crackdown on illegal promotion of weight loss benefits!

php editor Xigua reported that the Kuaishou platform recently launched a special management action against illegal promotion of weight loss effects. This measure aims to standardize marketing behavior, prevent false propaganda from misleading users, and protect users’ health rights. Kuaishou said it will strengthen audit supervision, seriously deal with violations, and maintain the healthy development of the platform and user experience. We hope that users will treat weight loss products rationally, not believe in exaggerated propaganda, and maintain scientific and healthy weight loss concepts.

In order to maintain the ecological environment, from now on, the platform will specifically deal with merchants and experts who illegally promote such products. Merchants and experts are asked to check it themselves and make corrections immediately.

1. Interpretation of illegal examples

1. How to understand "illegal promotion of weight loss effects"?

During the product promotion process, merchants/experts use various methods (including but not limited to: oral broadcasts, props, background boards, selling point copywriting, store pages, product details pages, chat tools, short videos, etc. ) Promote that ordinary foods have weight-loss effects, and health-care foods exaggerate weight-loss effects/promise product effects. Common situations are as follows:

When promoting ordinary foods and health-care foods, the words "oil-discharging", "fat-discharging", and "discharging" are used. Words such as "garbage", "oil-blocking", "sugar-blocking" and "starch-blocking" are used in violation of regulations to falsely promote products and imply medical effects.

When promoting ordinary food and health food, the use of words such as "full refund if invalid in one week", "challenge waist in one week", "falling off the scale" and other illegal terms are used to guarantee and promise the effectiveness of the product.

When promoting ordinary food and other products that do not have weight loss effects, use words such as "weight loss", "quick fat loss", "weight will not regain", "you can lose weight without maintaining a healthy and reasonable diet and exercise" Illegal publicity.

2. Examples of violation scenarios

2. How to avoid violations

It is necessary to do product research before promoting products to prevent ordinary food and Illegal promotion of other products that do not have weight loss effects.

If the product cannot be judged to have weight loss effects through specific proof or basis, it is recommended to avoid publicity.

When promoting health foods with weight loss effects, avoid false propaganda statements: For example, regular living habits such as reasonable diet and exercise are not required to achieve rapid fat loss, weight loss, and body shaping effects without weight rebound. ; Prevent constipation; can completely replace normal diet, etc.

3. Violation handling?

During the special rectification period, if merchants/experts violate [False Promotion of Functions] violations, the platform will handle them according to the following rules: "[Publishing False Promotional Information] Implementation Rules (Experts)", "[False Promotion of Product Information] Implementation Rules (Merchant)". If there is a violation [the product itself involves false advertising], the platform will handle it according to the following rules: "Kuaishou Store Restricted Product Management Rules". If there is a violation of [Inconsistent product quality or description], the platform will handle it according to the following rules: "[Inconsistent product quality or description] Implementation Rules (Merchant)", "[Inconsistent promotion product quality or description] Implementation Rules (Experts)".

In addition to taking the disposal measures according to the above rules, in order to avoid damage to consumer rights and interests, the platform has the right to follow the platform agreement and rules such as "Kuaishou Store Master Violation Management Rules", "Kuaishou Store Merchant Violation Management Rules" Rules" and relevant provisions in the "Kuaishou Store Merchant Service Agreement", the following special control measures shall be taken individually or simultaneously, including but not limited to: suspending the use of shopping carts, increasing the deposit of experts/merchant, freezing the rights of illegal experts/merchant Partial or full payment.

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