WeChat video accounts have intensified efforts to control "quick payment": live broadcasts are prohibited from displaying multiple products quickly and continuously without interruption.

According to news from this site on August 6, Tencent issued a special governance announcement on [Quick Payment] violations on August 2. Recently, the platform found during a review that some video account showcase merchants and video account showcase experts passed " Improper marketing through "quick payment" method affects users' viewing and purchasing experience, seriously disrupting and destroying fair competition, equal transactions, and a healthy and stable market order. In order to improve the user experience and optimize the delivery environment, from now on, the platform will increase the investigation of "quick payment" violations. Video account showcase merchants and video account showcase experts need to conduct self-examination on related issues and stop using inappropriate Use legitimate marketing methods to interact and divert traffic to disrupt the order of the platform and avoid unnecessary losses. In response to such behavior, the platform will take punitive measures such as warnings, prohibiting live broadcasts, and blocking window functions in accordance with relevant rules. This website learned from the announcement that "quick payment" means that the video account window expert quickly displays multiple products continuously and without interruption during the live broadcast, and does not explain the products or only provides a very small amount of product information (such as only describing the products). name or price, etc.), resulting in users being unable to obtain sufficient product information and affecting the user's viewing and purchasing experience. Tencent officially requires that when explaining products, merchants and experts should display product information to users in a comprehensive and detailed manner, ensure that there is no fraud or improper marketing behavior in the explanation content, use the advantages and advantages of the products as selling points to attract users, and respond to users' questions in a timely and interactive manner , to help users fully and clearly understand product information, help users purchase products, avoid unnecessary after-sales disputes, and ensure a good user experience. In response to violations, the platform will, in accordance with the relevant provisions of the platform rules, take measures such as banning the video account showcase function and suspending the use of live broadcast capabilities against video account showcase merchants and video account showcase experts. For video account showcase merchants and video account showcase experts who have serious violations and have repeatedly violated regulations, Tencent will take measures such as permanently banning the video account showcase function and permanently banning the video account's live broadcast capability.

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