Weibo: Crack down on “paid hot searches”, and illegal corporate topics will not be included for 3 to 6 months

According to news from this website on July 2, Weibo official stated that it is actively carrying out a special crackdown on illegal Internet products. During the continuous verification of topics related to the previous central media report on "Internet trolls paid to search for hot searches", it was found that some companies have Behaviors such as purchasing illegal online products to boost sales and linking media to conduct illegal marketing in non-compliant ways.

Weibo stated that the site supports corporate users’ legal and compliant brand building, publicity and promotion, and co-construction and cooperation within the platform. Illegal marketing behaviors that damage the platform’s business network environment not only harm the legitimate rights and interests of the majority of users, but also harm other people. Infringement of corporate users’ compliance marketing rights.

This site is attached with a typical case officially announced by Weibo:

Case 1: An e-commerce app has been planning social topics with media accounts such as "XX Decision" for a long time to promote the company's public relations image, and placed an order for what the MCN organization calls a ranking list. Services, illegal commercial marketing in the form of machine brushing.
Case 2: After a senior executive of a live broadcast organization participated in a media program, the company illegally purchased MCN accounts, added a large amount of homogeneous content to the hot content topics derived from the program in a short period of time, and illegally diverted traffic to the brand live broadcast room.
Case 3: A certain coffee brand has a large number of similar marketing topics in its marketing node site. After checking the blog posts under the topic, it was found that a large number of machine accounts participated in the topic discussion and became a hot search through illegal means.
Case 4: A certain car brand purchased financial and business media accounts at the company’s key marketing nodes and financial reporting nodes, planned relevant hot topics, and illegally purchased so-called ranking services from external marketing companies. The marketing company used machine brushing to short-term Publishing homogenous content within a certain period of time violates the rules.
Case 5: An airline planned a travel-related content topic through a marketing account before the long travel holiday. After the topic was on the hot search list, the topic moderator conducted illegal diversion by editing the top blog post and adding product special sales.

Weibo official stated that in order to protect normal corporate marketing and promotion rights and further maintain the business network environment, in accordance with the "Weibo Business Code of Conduct", "Weibo Hot Search Management Rules" and other relevant regulations, we have discovered during the recent inspection review For the 16 corporate brands that have violated regulations, the site will deal with them as follows: without the participation of provincial and above media, the hot searches of relevant corporate topics for 3 to 6 months will not be included.

The above is the detailed content of Weibo: Crack down on “paid hot searches”, and illegal corporate topics will not be included for 3 to 6 months. For more information, please follow other related articles on the PHP Chinese website!