编辑：林楠特 于琛 刚刚过去的这个"双十二"，除了各电商平台推出的促销活动，抖音出台严打"假揭黑真带货"等违规 行为的多项举措，也成为人们热议的话题。抖音根据《网络信息内容生态治理规定》《抖音创作者违规 经营账号治理规范》《抖音电商社区运营规范》等法律法规和平台规则，再次升级"违规蹭热不当获 利"内容治理规范，彰显平台企业营造清朗和谐网络环境的责任担当。 近年来，我国直播电商快速发展，从平台数量到从业人数、从参与行业到商品品类、从直播场次到 销售金额都呈现迅猛增长势头。直播带货强势崛起，成为中国平台经济发展的一道独特风景。 作为一种新的商业模式和经济现象，直播带货是信息技术进步、社会经济发展和生活观念转变等多 种因素促成的结果，这也意味着，直播带货和其他一些网络现象具有相似的发展规律。我们看到了直播 带货在促进消费、就业创业等方面发挥的积极作用，也听到了"违规蹭热"等营销行为破坏网购生态的不 和谐音。为获取更多流量和关注，有些账号以所谓"打假人""测评师"等名义，发布"打假""测评""揭 黑"内容，在缺乏事实依据的情况下，涉嫌恶意诋毁相关品牌及达人。同时，这些账号又通过开设橱 窗，售卖相关商品（包括课程）等实 ...

越是大V，越该严管。轻罚等于默许，沉默即是共谋。当违规成本远低于流量收益，谁还会 在乎规则？ 据极目新闻报道，有网友反映，拥有4400万粉丝的网红"刘二狗"在泳池办派对并全网直播，不少人认为 涉嫌低俗擦边。多位网友发布的直播切片视频显示，在一个冒着热气的泳池内，聚集了多名身着泳装的 男女。直播记录显示，直播进行了近三小时。16日，平台客服回应称，该用户存在作品违规，将禁止发 布新作品。 编辑 尹曙光 红星评论投稿邮箱：hxpl2020@qq.com 这种操作谈不上创意，更无半点真诚，只剩下直截了当的短视逐利。坐拥数千万粉丝的头部账号，本应 是内容生态的标杆，却带头将公共空间降格为私密娱乐的延伸。把泳池变成秀场，直播当夜店。显然， 如果"擦边"成为可复制的流量密码，内容生态便可能滑向价值塌方的深渊。 更值得警惕的是平台反应的迟钝与处置的轻描淡写。事件发生于12月上旬，平台16日才确认"违规"。这 么多天，足够相关内容四处疯传，也足以让模仿者闻风而动。若非舆论发酵，这场泳池闹剧恐怕会被算 作一次"成功"的流量实验，无人问责，更不会有叫停。 而所谓的平台"处理"，不过是禁发新作品。作为短视频平台，不能一边高喊支持网 ...

当地时间12月16日，美欧在数字经济领域积累已久的怨气再次被推到台前。美国贸易代表办公室 （USTR）公开警告称，若欧盟及其成员国继续以"诉讼、税收、罚款、指令"等方式削弱美国数字服务 提供商的竞争力，美国将动用"一切可用手段"进行反击，包括对欧洲企业征收额外费用，或限制部分欧 洲服务进入美国市场等。 表面看，双方争论焦点是欧盟数字税以及欧盟近年围绕平台治理和市场竞争的监管框架，但其实争论背 后的更深层分歧却是：谁来给跨境数字经济定规矩？谁来决定成本的承担者？"动用一切手段"，意味着 美国正在把矛盾从对"欧盟管得太严"的批评，升级为用贸易手段让欧洲付出代价的实质威胁。 △美国知名科技媒体网站Verge报道称，过去几年，谷歌、苹果、亚马逊、微软等美国公司都面临着欧 盟新的罚款、调查或法律诉讼。 △《卫报》报道，美国贸易代表办公室指责欧盟及部分成员国对美国服务商加以各种歧视性行为，相 反，包括DHL、埃森哲、Spotify、西门子等在内的欧洲公司，几十年来却一直在美国自由运营。 老问题新包装：数字税争端从未真正解决 从罚单到"重拳"：导火索只是借题发挥 在美国看来，数字服务税从来都不是单纯的税收技术问题，而是一种 ...

近日，不少网友反映，曾因频繁"炫富"遭封号、并因偷税749万元被处以1330万罚款的网红"柏公子"， 以"王子柏"账号在社交平台复出，11月已直播超19次。账号显示，目前他的地理位置显示在美国，粉丝 数已达23万。 11月24日下午，涉事社交平台官方客服接线人员明确回应，此前已被封禁的主播通过更换账号进行直播 这一行为是不被允许的，表示目前已将该情况记录并向上反馈，之后会有工作人员对该账号进行监管。 截至发稿，在平台已搜索不到其账号。（据11月25日大象新闻） 极目新闻评论员 屈旌 劣迹网红之所以贼心不死，总想着死灰复燃，关键就在于复出实在很简单，改个名字、换个平台或是借 亲友账号搭桥，就能绕过监管，重出江湖，继续捞钱。 值得玩味的是，几乎每次劣迹网红探头复出，都是网友先发现、举报，媒体曝光跟进之后，平台才后知 后觉地"亡羊补牢"。 "王子柏"都直播了19场，如果不是媒体怼到平台脸上去问，恐怕还能继续直播下去。反应如此滞后，实 在让人费解。按理说，被永久封禁的账号主体应是平台重点监控对象，为何连实名认证、IP属地这些基 础信息都未能形成有效拦截？"网友倒逼式"的监管模式，暴露的是主动防控机制的严重缺失。 劣迹 ...

Core Viewpoint - Douyin has identified a significant issue with black market accounts that lure users into illegal transactions involving counterfeit Moutai liquor through various deceptive methods [1] Group 1: Black Market Activities - Black market accounts are using Moutai liquor images and live broadcasts to attract users for off-platform illegal transactions [1] - These accounts operate by purchasing, renting, or utilizing others' information to register multiple Douyin accounts, often featuring Moutai images as profile pictures [1] - The black market groups guide users to private transactions after initial contact, making it difficult for the platform to enforce compliance or address disputes [1] Group 2: Douyin's Response - Douyin has banned 600,000 accounts involved in such illegal diversion activities this year [1] - The platform emphasizes the importance of using legitimate channels for shopping and encourages users to report any suspicious activities through internal or email reporting systems [1]

Core Viewpoint - Douyin's recent initiative to combat false advertising related to low-priced Moutai highlights the broader issue of market governance in the platform economy, where traditional market structures are being redefined [2][3]. Group 1: Market Governance Challenges - The rise of platform economies complicates market transactions, transforming simple supply-demand disputes into multi-party contractual disputes involving platforms, merchants, and logistics [3]. - The definition and delineation of power and rights within platform governance present significant challenges, particularly regarding who has the authority to determine infringement in disputes [4]. Group 2: Platform Governance Issues - If platforms lack the authority to address public externality disputes, they risk creating a market environment where poor quality drives out good quality, known as market lemonization [4]. - Platforms like Douyin may have the capability to efficiently adjudicate disputes, which could complement rather than conflict with regulatory authorities, potentially enhancing the overall governance framework [4]. Group 3: Proposed Solutions - There is a need for a balanced power delegation mechanism that ensures accountability and transparency in dispute resolution, allowing platforms to manage certain disputes while being overseen by regulatory bodies [5]. - The evolution of market governance should align with technological advancements, promoting a collaborative approach to rights and power management in the digital economy [5].

Core Viewpoint - The article discusses the complexities of market governance in the context of platform economies, highlighting the challenges posed by the dual nature of public and private rights within these platforms [2][3]. Group 1: Market Governance Challenges - The recent actions by Douyin (TikTok) to combat false advertising related to low-priced Moutai have sparked a broader discussion on market governance issues, particularly in platform economies [2]. - The rise of platform economies has transformed traditional market structures, complicating the relationships between consumers, merchants, and platforms, leading to multi-party contractual disputes [2]. Group 2: Legal and Regulatory Implications - There are significant risks associated with determining infringement qualifications, particularly regarding who has the authority to recognize infringement in disputes between consumers and merchants [4]. - The governance of platforms is critical; if platforms lack the authority to address public externality disputes, it could lead to market degradation, where poor quality drives out good quality [4]. Group 3: Platform Authority and Responsibility - Platforms like Douyin have a legitimate role in evaluating disputes and defining false advertising, which can enhance the efficiency of market regulation without undermining regulatory authority [5]. - Granting platforms initial technical recognition rights for public externality disputes involves a power-sharing issue, necessitating a balanced responsibility framework to prevent abuse of power by platform operators [6]. Group 4: Future of Market Governance - A transparent mechanism for delegating dispute resolution authority to platform operators is essential, alongside a regulatory framework to oversee platform governance practices [6]. - The evolution of market governance is seen as an internal logic that adapts to market dynamics, with technological advancements facilitating lower transaction costs in addressing public externality issues [6].

Group 1 - The core issue of market governance is highlighted through Douyin's response to rumors about penalties for selling Moutai below market price, indicating a crackdown on false advertising and potential counterfeit risks [1] - Douyin's initiative reflects a broader challenge in platform governance, as the rise of platform economies complicates traditional market structures and relationships among various stakeholders [1][2] - The complexity of public and private rights within platform economies poses risks in governance, particularly regarding the authority to determine infringement and the role of platforms versus regulatory bodies [3] Group 2 - The delegation of initial technical recognition of public externality disputes to platform operators is seen as a potential solution to enhance governance efficiency, provided it does not infringe on regulatory authority [4] - A balanced power-sharing mechanism is necessary to ensure accountability and prevent the abuse of power by platform operators, which involves transparent processes and regulatory oversight [4] - The initiative by Douyin against false advertising illustrates that market governance is an evolving internal logic rather than a fixed external mechanism, emphasizing the importance of rights autonomy in addressing public externality issues [5]

Core Insights - Douyin E-commerce has launched a special initiative to combat unauthorized impersonation of celebrities by merchants and influencers using AI technology for marketing purposes, which misleads consumers and disrupts normal trading order [1][2] - Since the initiative began in October, Douyin E-commerce has taken action against 11,000 accounts and over 6,700 products for violations, including suspending live streams, removing infringing content, freezing transaction amounts, and banning accounts [1][2] Summary by Sections - **Initiative Overview** - Douyin E-commerce's special initiative focuses on addressing unauthorized impersonation of celebrities in marketing [1] - The initiative aims to protect consumer rights and maintain platform order [1] - **Actions Taken** - A total of 11,000 accounts and over 6,700 products have been dealt with since the initiative's launch [1] - Specific actions include interrupting live streams, removing infringing videos and products, freezing transaction amounts, and banning accounts [1][2] - **Case Examples** - Notable cases include influencers using AI to impersonate celebrities like Wen Zhengrong, resulting in over 10,000 infringing videos being removed, including 6,900 marketing videos [2] - Other influencers misrepresented endorsements from celebrities such as Li Meiqin and Luo Yonghao, leading to similar punitive actions [2] - **Platform Commitment** - Douyin E-commerce emphasizes a strict prohibition against the use of AI for impersonating celebrities or virtual figures for false advertising [2] - The platform encourages merchants and influencers to report unauthorized use of their likenesses and offers support to prevent the spread of infringing content [2] - Douyin E-commerce will continue to enhance governance efforts to ensure consumer rights are protected and to improve market order and integrity [2]

Core Insights - Douyin E-commerce has implemented nine merchant support policies, resulting in a total cost savings of 22 billion yuan for merchants in the first three quarters of the year [2] - The platform has extended the commission-free period for various categories until November 30, 2025, with a significant increase in the number of merchants benefiting from these policies [2] - Douyin E-commerce has enhanced its advertising cost reduction measures, with a more than 40% month-on-month increase in promotional fee refunds in September [3] Group 1 - In the first three quarters, Douyin E-commerce has saved merchants over 22 billion yuan through various support measures, including commission waivers and reduced shipping costs [2] - In September alone, the cost reduction amount exceeded 2.5 billion yuan, indicating a strong monthly performance [2] - The total commission waivers for the product card service have surpassed 10 billion yuan, with a 13% month-on-month increase in September [2] Group 2 - The commission-free period for categories such as men's clothing and daily necessities has been extended, with the number of merchants benefiting from these waivers continuing to grow [2] - In September, the number of merchants under the fresh produce commission waiver increased by 17% [2] - Douyin E-commerce has introduced a new algorithm to optimize advertising costs, leading to a reduction in refund rates by 5%-15% and an increase in settled GMV by 5%-10% [3] Group 3 - The platform has launched 13 governance announcements to combat issues such as AI content abuse and fraud, enhancing trust and safety measures [3] - Douyin E-commerce has taken action against 41 merchants and removed 23,000 related products since the launch of its special governance initiative [3]