Livestream activities for brands and companies are stronger than ever. Recently, many social media and e-commerce platforms (such as TikTok Shop, Shopee, etc.) have been tightening their livestream policies to ensure a healthy business environment and protect consumers. This directly impacts the business operations of brands that use livestreams for selling or promoting products. What do these policies affect, and what should brands be aware of? Let’s explore with UpBase Blog!
Common Violations Brands Encounter
Redirecting Content
One of the most significant violations that brands' livestreams often face and need to be aware of is content that directs or redirects viewers to external platforms or other websites. This violation frequently appears in both the images and the product descriptions during livestreams or videos.
- Website links
- QR Codes
- Personal information (phone numbers, addresses, contact details)
- Instagram, Facebook, Shopee, Lazada, etc. (information related to third parties)
Avoid Displaying Sensitive Personal Information
- Sensitive and private information (including personal information of oneself, other users, customers, viewers, etc.)
- Avoid excessively suggestive content: actions/images related to sexual content (self-exposure, showing body parts, etc.)
- Avoid static content
Additionally, errors related to dangerous or violent content, irrelevant content, and inappropriate clothing are also issues that brands encounter during livestreaming.
Recent violations that platforms have tightened regulations on
The most tightly regulated issues include cross-platform navigation, static frames, and exaggeration of product claims. While general policies will not change significantly, enforcement will be stricter, leaving little room for loopholes.
Navigation Errors and Exaggeration Claims
Currently, live streams frequently face violations for the following two issues that brands must pay EXTREME attention to:
Navigation Errors:
- MANDATORY TO MENTION TIKTOK SHOP when directing customers to message/inbox/contact the store (still considered a violation if saying "message TikTok/Tóp Tóp," must specify "TIKTOK SHOP").
- When live streaming on two platforms simultaneously, avoid showing the phone to customers to prevent navigation errors.
- Avoid using terms like: phở bò, dép lào, zá lồ, sàn cam, sàn T... It is best not to direct customers to another platform.
Exaggeration Errors:
- Avoid making exaggerated claims about product efficacy, such as "number one," "best," "only," "first," etc.
- Only mention "VEGAN/VEGAN ORGANIC ingredients," and do not refer to vegan organic certification.
- Do not mention any specific associations, such as the Vietnam Association of Obstetrics and Gynecology, or hospitals that prescribe or recommend products.
Impact on Store:
- Fines of 4 points for violations, loss of cart, reduced store traffic.
Sensitive Content Errors
- Using sensitive keywords or actions to attract attention on Livestream: touching sensitive areas, revealing underwear, low neckline.
Pinning Errors
Common pinning errors include: introducing Product A while pinning Product B. This mistake often occurs in add-in live streams and occasionally in exclusive live streams.
Refer to additional policies here!
Impact on Brands/Businesses for Violating Livestream Policies
The main impacts on stores recently when violating platform policies include:
- Violation Points Deduction
- Loss of Cart and Livestream Suspension
- 7-Day Sales Ban
- Repeated Violations Will Result in Permanent Channel Ban
Specific Examples and Case Studies of Violations
Below are specific examples of violations by livestream collaborators at UpBase on both Shopee and TikTok Shop platforms:
General Rules for Livestreaming
Brands and livestream teams need to ensure the following important factors are present during a livestream:
- High image resolution with clear, stable, and non-shaky lighting.
- Ensure that important information such as the host’s face, product, and logo is not obscured during the livestream.
- Clear and stable audio.
- Neat and organized livestream layout.
- Presence of a real person in the livestream, avoiding static frames.
What Brands and Businesses Should Be Aware of and Do When Livestreaming on E-Commerce Platforms
General Considerations:
- Understand the New Regulations of Each Platform:
Each platform has its own rules regarding allowed livestream content, advertising methods, and handling violations. Therefore, it is important for brands to be aware of these regulations to avoid violations and penalties. - Ensure Livestream Content is Accurate, Realistic, and Non-Misleading:
The content of the livestream should clearly present information about the product, service, pricing, and related terms. Avoid false advertising, using images or videos that do not accurately represent the actual product, or making promises that cannot be fulfilled. - Use Appropriate, Polite, and Civil Language:
Avoid using vulgar, offensive, or uncomfortable language for viewers. Maintain a respectful and professional attitude in interactions with customers. - Comply with Sales Regulations:
Only sell products or services with clear origins, ensuring quality and safety for users. Provide complete information about return policies, warranties, and complaint resolutions. - Have Measures for Handling Violations:
Establish a clear process for handling violations by livestream sellers on the brand's channel. Strictly address any actions that violate legal regulations and platform rules.
Words Brands Should Avoid Using During Livestreams
Banned Keywords on Livestreams:
Brands need to be aware of and update their knowledge on banned keywords/phrases and must absolutely avoid mentioning these terms during livestreams:
- Superlatives and Absolute Claims:
- "Number 1 product"
- "100% natural"
- "Gold medal"
- "Globally famous"
- "Top"
- "Permanent/absolute"
- "Guaranteed effectiveness"
- "Guaranteed success"
- "100%"
- "Overnight surprise"
- Terms with absolute connotations (e.g., "prevent," "treat," "inflammation," "anti-")
- Violent and Racist Terms:
- Terms such as "mixed-breed," "black leather," "white trash," "male chauvinism."
- Content Offensive to Viewers:
- Negative energy
- Immediate
- Sexual relations
- Genitalia
- Home-wrecker
- Deceptive
- Pornographic elements
- Treating symptoms
- Curing completely
- Best in the country
Prohibited Information on Livestreams or Videos
The following information is prohibited from appearing on livestreams or videos:
- QR codes, barcodes, phone numbers, personal information
- Blurry images, poor quality visuals
- Extremely short clips, static images, and clips containing GIFs
- Logos of other platforms such as Shopee, Facebook, etc.
Notes When Selling Dietary Supplements
- Do not claim that the product has effects related to diagnosing, curing, treating, or preventing diseases.
- Avoid suggesting that the product has effects related to contraception, anesthesia, inhibition, cessation, or temporary or long-term enhancement of physiological functions.
- Refrain from using terms related to weight control: slim figure, slender, weight loss, weight gain, body shaping.
Cách kháng cáo nếu nghi ngờ TikTok đánh vi phạm sai hoặc có bằng chứng chứng minh điều mình nói là đúng
Nếu bị các nền tảng đánh vi phạm chính sách và có n ghi ngờ về việc đánh vi phạm sai, Nhãn hàng cần đảm bảo các thông tin và bằng chứng sau nếu muốn kháng vi phạm:
- Note rõ vấn đề mình không vi phạm chính sách, không đề cập đến việc tăng giảm cân nặng, mà sẽ hỗ trợ tuỳ thuộc vào cơ địa
- Chụp mô tả sản phẩm
- Giấy tờ chứng nhận
- Link sản phẩm 3 hình
Nếu là lỗi liên quan đến việc dùng 1 theme quá nhiều video khiến AI đánh Copy content. Thủ tục kháng cáo bao gồm:
- Photo chụp ảnh background
- Photo chụp sảnh sản phẩm
- Photo shop ảnh tất cả
- 1 short video quay khung cảnh sản xuất nội dung nhằm chứng minh Nhãn hàng trực tiếp sản xuất nội dung chứ không copy
Hoặc nếu Nhãn hàng đang làm việc và được hỗ trợ trực tiếp bởi các Enabler uy tín có thể nhờ sự hỗ trợ của Enabler để kháng cáo vi phạm.
How to Appeal if You Suspect TikTok Wrongly Flagged a Violation or Have Evidence to Prove Your Case
If you believe a platform has wrongly flagged a policy violation, and you have evidence to support your claim, follow these steps to appeal:
- Clearly state that you did not violate the policy, particularly focusing on not discussing weight loss or gain, but rather supporting based on individual needs.
- Product Description: Include screenshots or documentation of the product description.
- Certification Documents: Provide any relevant certification papers.
- Product Links: Share links to the product with three images.
If the Violation is Related to Excessive Use of a Theme:
- Background Photos: Submit photos showing the background used.
- Product Showcase Photos: Provide photos of the product display area.
- Edited Photos: Include edited photos to show the original content.
- Short Video: Create a short video showing the content creation process to demonstrate that the brand produces its own content and is not copying.
If you are working with reputable Enablers, you can seek their support to help with the appeal process.
Conclusion
The tightening of livestream policies is an inevitable trend aimed at creating a healthy business environment and protecting consumers. Brands need to proactively adapt to these changes to ensure effective and sustainable business operations.
In addition to the above considerations, brands should regularly update themselves on new legal regulations and platform policies to ensure compliance.
Stay tuned to UpBase Blog for the latest insights and practical experience from UpBase experts!
