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抖音电商严打价格宣传弄虚作假,带货达人与供货商家承担连带责任

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2023-03-09 18:04:50 转载来源: 网易科技报道 北京

3月9日消息,抖音电商发布公示,《抖音电商创作者价格宣传行为规范》(下称“规范”)经修订后正式生效。规范再次强调创作者的责任与义务,如因其虚假宣传行为导致消费者合法权益受损,与提供该商品或服务的商家承担连带责任

3月9日消息,抖音电商发布公示,《抖音电商创作者价格宣传行为规范》(下称“规范”)经修订后正式生效。规范再次强调创作者的责任与义务,如因其虚假宣传行为导致消费者合法权益受损,与提供该商品或服务的商家承担连带责任。若消费者举证有效,经平台认定商家无过错,由创作者承担虚假宣传责任。

规范明确要求,创作者在推广商品前,有义务核实其售卖价格、被比较价格、价保服务等与价格相关宣传信息,确保明码标价,确保宣传信息真实、客观、准确,不得进行虚假或引人误解的描述。对多SKU商品,创作者需明确告知所展示商品规格对应的价格。宣传商品提供价格保护服务之前,创作者应确保商家能够及时兑现,不得私自承诺。

据悉,“被比较价格”指创作者以比价方式宣传商品优惠力度时,所宣传优惠前的价格。针对消费者负面反馈较多的“虚构被比较价格”,规范规定:创作者宣传被比较价格,须在直播间或视频中展示被比较价格的相关证明凭证;或通过“商品参考价”功能发布参考价后,在直播间展示该信息。同时,创作者应保证其宣传价格真实准确,与展示的价格证明凭证或商品参考价保持一致。

其中,直播间或视频展示被比较价格的证明凭证,平台只支持商品吊牌价、官网零售价、商品定价、厂商建议零售价。通过“商品参考价”功能发布参考价,商家需前置上传对应价格凭证,由平台进行审核。创作者不得使用无依据或无从比较的价格,作为折价减价的计算基准或被比较价格。

规范明确规定,商品价格宣传时,不得利用家庭或团队矛盾、与品牌方砍价等行为进行演戏炒作。演戏炒作行为包括但不限于:故意撕扯推搡、摔东西、争吵、大喊大叫等恶意冲突;与“商家”或“品牌方”砍价、要求加赠商品或赠品,制造冲突改低价以展示“让利优惠”的行为;演绎离婚、出轨、婆媳矛盾、家暴、斥责败家等家庭成员冲突矛盾的行为;以直播连麦形式,炒作冲突矛盾剧情,或演绎煽动粉丝恶意举报、恶意差评等强迫改低价的行为。

除规范总则外,平台还修订了《价格不规范描述实施细则》《价格虚假实施细则》《虚构比较价格实施细则》《演戏炒作实施细则》等四部管理细则,对相关违规行为进行定义和判罚。 (一橙)

标签: 抖音 电商 严打 价格 宣传 弄虚作假 带货 人与 供货


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