抖音整顿打假乱象，边打假边带货行不通了

Core Viewpoint - Douyin e-commerce is implementing new regulations to combat the misuse of "anti-counterfeiting," "evaluation," and "exposing" tactics that lead to inappropriate profit-making from controversies [1][3]. Group 1: New Regulations - The new regulations state that accounts publishing unfounded "anti-counterfeiting," "evaluation," or "exposing" content that receive multiple complaints will have their content promotion and commercial monetization features disabled, including but not limited to content promotion, e-commerce sales, and advertising collaborations [3]. - The regulations will officially take effect on February 1, 2026, after a trial run [3]. Group 2: Industry Context - Douyin e-commerce's focus on addressing "fake anti-counterfeiting" issues is not surprising, as the health of the platform's ecosystem has become a crucial factor in market competitiveness amid a shift from incremental competition to stock game [5]. - E-commerce platforms are increasingly adopting a neutral role, moving from consumer-centric policies to collaborative management strategies [5]. Group 3: Impact of "Fake Anti-Counterfeiting" - "Fake anti-counterfeiting" acts as a parasitic entity that exploits negative content to attract consumer attention and anxiety, ultimately leading to unfair competition and resource misallocation [7]. - This practice damages the reputation of competitors and undermines the trust between consumers and merchants, which is essential for Douyin e-commerce's strategy of "full-domain interest e-commerce" [7][9]. Group 4: Challenges Ahead - While the initiative to regulate "fake anti-counterfeiting" is justified, Douyin e-commerce faces challenges in distinguishing between legitimate rights protection and malicious claims, as well as ensuring fairness and precision in rule enforcement [11]. - The balance between protecting consumer rights, maintaining merchant interests, and fulfilling regulatory responsibilities is critical, as missteps could lead to new conflicts [11].