编辑 | 文定 2026年2月10日，抖音电商安全与信任中心发布公告，宣布进一步升级对虚假价格宣传的专项治理力度。 公告明确指出，平台将重点打击"内容宣传价格与实际带货价格不一致"等问题，在日常巡查基础上强化主动识别能力，并依据相关规则开展专项整治，对 价格虚假宣传行为实行"零容忍"。 过去几年，电商竞争围绕流量与低价展开，一些商家通过夸大折扣、模糊到手价、拆分数字表达等方式制造"优惠感"，在规则边缘反复试探。这类操作短 期内可能带来点击和转化，但长期看却是在消耗消费者的信任。 近期多个主流平台都在强化合规边界，从价格展示到营销表达，从账号管理到变现路径，规则正变得更加细化和可执行。监管环境趋严、技术能力升级， 意味着行业正在告别"野蛮生长"阶段。 这轮整治终将淘汰一批依赖套路获利的商家，能在规则框架内稳定经营、承担责任的经营者，才能真正走得更远。 具体而言，此次治理聚焦几个核心方向： 一是明确要求商家与达人必须严格遵守平台规范，确保所宣传的价格真实、有效、可购买； 二是如宣传涉及短期活动价或需叠加优惠券方可实现的到手价，必须在视频、口播或文案中清晰、明确说明适用条件与期限； 三是活动结束或优惠券到期后，创作 ...

典型问题三：含有未经准入的风险成分。少数商品在检测中被发现含有未经我国相关法规许可的风险物 质或违禁成分，存在明显的合规及安全隐患。 典型问题一：核心成分含量不足。少数商品虽标示或宣传含有特定核心成分，但经检测，其实际含量明 显低于商品页面标示值或宣传值，存在误导消费者的风险。 典型问题二：实际成分与宣传内容不符。少数商品经检测发现，其实际成分与商品包装或页面宣传内容 不一致，或未检出所标示、宣传的成分。 人民财讯1月27日电，据抖音电商消息，抖音电商全球购近期针对跨境膳食补充剂类目开展专项治理行 动，引导商家依法合规经营，切实保障消费者的知情权与选择权。本次专项治理行动聚焦跨境保健品这 一重点风险领域，联合专业检测机构，对相关商品进行了抽检与核查，发现少数商品存在不同程度违 规，误导消费者。现将典型问题梳理如下： ...

Group 1 - Douyin E-commerce released a clothing industry operation guide on January 5, aimed at providing clear compliance requirements and operational suggestions to merchants and creators based on recent inspections that identified regulatory risk scenarios [1][3] - The guide explicitly prohibits the sale of non-new clothing in any form, except for trendy luxury items, due to potential health and safety risks, product wear, and size discrepancies that could lead to consumer complaints [3] - Merchants and creators are forbidden from using terms like "second-hand," "defective goods," or "tail goods" to imply that products are not in new condition, with violations resulting in product bans, store closures, or penalties [3] Group 2 - Douyin E-commerce warns operators against using "abnormally low prices" or "only 1 order per item" as marketing tactics, and prohibits non-standard methods like "proxy bidding links" to evade platform audits, which could lead to price and product information opacity [3] - The platform emphasizes the importance of accurately describing product conditions and pricing reasonably to avoid consumer impulse buying and subsequent disputes over product mismatches [3] - The guide also regulates the sale of clothing through blind boxes at unusually low prices, highlighting that such marketing practices lack transparency and can obscure key information about the product's condition, leading to consumer dissatisfaction and high return rates [3]

Core Viewpoint - Douyin E-commerce is taking measures to eliminate malicious logistics providers that engage in fraudulent practices, ensuring the integrity of the platform and protecting consumer rights [1]. Group 1: Actions Taken - Douyin E-commerce has identified and will terminate partnerships with four logistics providers: Zhongtong Cold Chain, Jishida, Shuiqu Daijia, and Tiezhong Express, effective October 29 [1]. - The platform discovered that these logistics providers were involved in creating false logistics trajectories and using third-party electronic waybills to mislead consumers [1]. Group 2: Violations Identified - The core methods of violation included the use of third-party electronic waybills to bypass Douyin's requirements and the construction of false trajectories [1]. - Violations included stitching together normal waybill trajectories with fake ones, and bulk uploading false tracking numbers to misrepresent the status of orders [1]. Group 3: Recommendations for Compliance - Merchants are advised to use Douyin E-commerce's electronic waybills to ensure traceability and avoid using third-party waybills [5][6]. - Logistics providers are urged to connect to Douyin's electronic waybill system to prevent facilitating fraudulent shipments [10][11]. - The platform emphasizes the importance of matching shipping locations with order information and avoiding the use of fake tracking numbers [7][8]. Group 4: Future Measures - Douyin E-commerce will continue to enhance fulfillment rules and risk control capabilities, aiming to create a compliant logistics ecosystem and combat fraudulent practices [12]. - The platform encourages merchants and logistics providers to report any identified violations to maintain a reliable e-commerce environment [12].

Group 1 - The core viewpoint of the article highlights the successful organization of a training session focused on compliance and intellectual property protection for e-commerce businesses in Yulin City [1][3] - The training is part of the initiative to create a "National Demonstration Zone for Online Market Regulation and Services," aimed at optimizing the business environment for local traditional industries [3] - The training covered two main themes: compliance in e-commerce operations and the protection of core assets such as trademarks and patents, featuring experts with both theoretical and practical experience [3] Group 2 - The training effectively enhanced the compliance awareness and intellectual property strategy of e-commerce enterprises, providing strong support for risk prevention and the transformation of innovative achievements [4] - This initiative is expected to further promote the quality improvement, efficiency enhancement, and sustainable development of Yulin City's e-commerce industry [4]