2月25日，抖音电商安全与信任中心发布了首份年度报告，全面呈现过去一年该平台在治理虚假宣传、 假冒伪劣，以及提升物流履约、售后保障等方面的举措与努力。 报告显示，过去一年，抖音电商着重治理虚假宣传，全年累计处置违规商家超20万个、违规商品132万 个，清退严重违规达人超27万名。平台还持续打击假冒伪劣，全年拦截风险商家超400万家。同时，通 过升级技术手段，平台不断提升服务体验，全年主动服务人数近1亿，消费者满意度提升至78.4%。 抖音电商相关负责人表示，平台始终将消费者体验放在首位，围绕"安全与信任"持续提升购物体验，打 造更健康的交易环境，并始终把治理透明化作为长期选择。 严打虚假宣传，保障内容真实可信 直播电商的信任基础，首先来自内容的真实可信。报告显示，围绕功效夸大、售后承诺不实、材质虚假 等典型场景，该平台持续开展专项治理，重点解决消费者被误导下单的问题。 例如，针对消费者关心的功效夸大宣传问题，2025年平台累计处置商家4.3万个，处置达人14万名。在 材质虚假方面，针对珠宝、羽绒服、羊绒羊毛等重点品类强化审核与识别能力，累计处置商家4228个、 达人16.9万名。 报告还提到，不良商家及达人违 ...

Core Insights - Douyin E-commerce has identified fraudulent practices among some merchants, including sending empty packages and false shipping information, which harm consumer rights and disrupt platform operations [1] - In response, Douyin E-commerce has initiated a special governance program to address these violations, implementing strict penalties for non-compliant orders, influencers, and merchants [1] Summary by Categories - **Fraudulent Practices** - Some merchants are engaging in deceptive practices such as sending empty packages and creating false shipping labels [1] - **Governance Actions** - Douyin E-commerce has launched a special governance initiative based on the "Merchant-Logistics Anomaly" implementation rules to combat these violations [1] - The platform has already dealt with 13,000 non-compliant merchants since the program's inception in September [1] - **Penalties Imposed** - A total of 4,200 non-compliant merchants have been either expelled or subjected to business suspension as part of the enforcement actions [1] - The measures aim to ensure a better logistics experience for users on the platform [1]

Core Viewpoint - Douyin E-commerce has launched a special initiative to combat false advertising related to health products, addressing the frequent occurrence of misleading claims that misrepresent ordinary food as health products or exaggerate the efficacy of health products [1] Group 1: Actions Taken - In the past three months, Douyin E-commerce has removed 43,000 influencers for false efficacy claims [1] - The platform has also expelled 793 non-compliant merchants selling health supplement products [1] Group 2: Future Plans - Douyin E-commerce will continue to enforce relevant regulations and strengthen monitoring and risk control measures to maintain a safe and trustworthy consumer environment [1]

Core Viewpoint - Douyin E-commerce is implementing stricter standards to regulate business practices and combat false advertising in food products to protect consumer rights [1] Group 1: Regulatory Actions - Douyin E-commerce has identified multiple instances of false advertising and illegal sales related to food products during recent inspections, which have negatively impacted consumer experience [1] - The platform has taken action by banning a total of 404 products and addressing 468 influencers involved in these violations [1] Group 2: Future Measures - The company plans to enhance data analysis, monitoring, and inspections to ensure compliance with food safety responsibilities [1] - Merchants who fail to rectify issues related to false advertising or illegal sales will face strict penalties according to the "Douyin E-commerce Creator Serious False Advertising Implementation Rules" [1] - Douyin E-commerce will collaborate with relevant authorities to report severe cases for legal action, aiming to maintain a safe and trustworthy consumer environment [1]

Core Insights - Douyin E-commerce has reported multiple cases of "low-price non-delivery" and "fraudulent delivery" by merchants, indicating a significant issue with consumer trust in the platform [1] - The platform has adopted a zero-tolerance policy towards fraudulent activities, leading to the removal of over 1,000 non-compliant merchants and more than 200 influencers [1] Group 1 - Douyin E-commerce's announcement highlights the use of below-market pricing to attract customers, followed by non-fulfillment of orders or deceptive practices such as false logistics and shipping fraud [1] - The company has implemented strict penalties against violators, including the freezing of funds and revocation of permissions [1] - The reported cases have raised concerns about consumer protection and the integrity of the e-commerce environment on Douyin [1]