According to reports, in order to further deepen the governance of malicious marketing in short videos and create a clear online space, the Cyberspace Administration of China (CAC) has launched a three-month special action called "Clear and Rectify the Chaos of Malicious Marketing in the Short Video Field" since April 15th. 1、 The work objective is to carry out a special action to focus on rectifying the prominent problems of malicious marketing in the short video field, strictly crack down on malicious false filming, spreading false information, violating public order and good customs, and illegal traffic diversion marketing, effectively safeguard the legitimate rights and interests of netizens, and promote the healthy and orderly development of the short video industry. 2、 The focus of the rectification is on websites and platforms that provide short video services. We will comprehensively rectify them from depth to detail, dispose of and punish them in accordance with laws and regulations, and continue to purify the content ecology. Focus on the following four types of issues: 1. Malicious false posing. Creating a tragic persona, impersonating the identity of the new employment group, fabricating "bitter love" scenes, and using public goodwill to sell tragic marketing. By means of self packaging, showing off, and other means, fabricating false characters and plots such as "social celebrities" and "successful people", exaggerating the experience of "cool dramas", and harvesting traffic for profit. Under the guise of "assisting agriculture" and "poverty alleviation", fabricate tragic scripts to attract and accumulate wealth. Create vulgar and vulgar character designs, staged and fabricated vulgar and vulgar content such as fights, insults, and harassment without any bottom line. 2. Issue of disseminating false information. Maliciously creating false information through methods such as "cutting and piecing together", "taking out of context", "intentionally blurring time and place", and "impersonating identity". Fabricating and exaggerating family conflicts, workplace conflicts, and violent incidents, creating social anxiety and online hostility, and inciting group opposition. Using methods such as "changing faces," "changing voices," and "P-pictures" to fabricate false content. Under the guise of "science popularization" and "interpretation", or by impersonating or "bumping into" authoritative institutions, experts and scholars, maliciously fabricating and disseminating false information related to professional fields such as economics, law, history, and medicine. 3. Violation of public order and good customs. Using methods such as "outdoor chat up" and "street interviews" to harass strangers with language and body language, or using topics such as "flirting with girls", "blind dates", and "seeking kisses" as gimmicks in interactive communication to induce interviewees to verbally disclose obscure pornographic content. Intentionally associating vulgar and "soft pornography" words or topics in the titles and captions of short videos, highlighting vulgar voices, revealing clothing, tempting actions, etc. in the content of short videos, deliberately creating sexual innuendos and teasing atmospheres to induce users to engage in vulgar interactions. 4. Illegal traffic diversion marketing issues. Using gimmicks such as "emotional communication", "traditional Chinese culture", "traditional Chinese medicine health preservation", and "quick wealth creation" to lure specific groups such as the elderly into irrational consumption. Use exaggerated and emotional "headline party" copywriting such as "exposing industry secrets", "exposing industry insider information", "reporting industry scams", "I am banned by the industry" to attract attention and attract fans. Under the banner of "fighting against counterfeits on the internet" and "rights defenders", false content such as "fighting against counterfeits", "evaluations", and "exploring stores" is published, misleading users' understanding of the brand image, product quality, and service level. 3、 Job requirements: 1. Clearly define the focus of work. We must adhere to a problem oriented approach, focus on key rectification issues, focus on protecting the rights and interests of netizens, and promptly identify and deal with various types of rebound, recurrence, and hidden mutations. We should continue to supervise and tackle key and difficult issues to ensure that the rectification work achieves solid results. 2. Consolidate platform responsibilities. Urge local short video service platforms to compare the key points of the special action rectification, clarify the standards for review and disposal, strengthen the management of key link content, improve the labeling function, improve algorithm recommendation and traffic distribution rules, optimize profit authorization management, smooth reporting channels, and ensure that the special action achieves effective and long-term results. 3. Strictly handle and punish. We will crack down on malicious marketing behavior in short videos and take strict measures to deal with websites, platforms, and accounts with prominent problems in accordance with laws and regulations. Timely public exposure of a batch of typical disposal cases to form a powerful deterrent. (New Society)