The waiter interprets the changes in the rules for sending information indiscriminately, and all you want to ask is here.

Recently, Taobao rules issued the "Notice on Changes to the Rules for Distributing Information", and the rules change officially came into effect on October 18, 2016. It is reported that the change of the rules mainly makes relevant adjustments to the violation handling and violations of the "abused information" rule, so as to regulate and improve the standardization of the products on Taobao online shopping platform, promote the healthy development of the Taobao trading market, and protect the rights and interests of members.

Since the "indiscriminate message" rule involved in this time is a problem that sellers often encounter when publishing their babies , the changes mainly revolve around two aspects: violation handling and violations, and the adjustment is not small. In addition, some details are not interpreted and case descriptions, which makes it difficult for merchants to understand, which has attracted widespread attention and heated discussion.

In response to this, the reporter contacted Taobao Rules waiter as soon as possible and invited the exclusive interpretation of the "Notice on the Public Notice on Changes to the Rules for Distributing Information". In particular, the popular content that sellers are most concerned about, such as advertising information, information inconsistent with actual conditions, duplication of information, inconsistent product elements, avoidance of information, and special industry requirements, detailed Q&A was given, and the violation scenarios that sellers are prone to encounter were listed, and the precautions and specific operation methods were pointed out, which are worth learning from by merchants.

Interpretation of the "Notice on Changes to the Rules for Distributing Information"

1. Which rule is the change?

The rule of this change is called sending messages indiscriminately! So, what is messaging? The official version says this:

According to Article 57 of the Taobao Rules:

Indiscriminate information is the act of users not requiring the publication of goods or information in accordance with these rules and other management content published by Taobao (including but not limited to rules, specifications, category management standards, industry standards, etc.) and hindering the rights and interests of buyers, including the following circumstances:

(I) Advertising information;

(2) The information does not match the actual situation;

(III) Repeat information;

(IV) Inconsistent commodity elements;

(V) Avoid information;

(VI) Special requirements of the industry.

If any of the above situations exist, Taobao will take measures such as removing the products, deleting the products, deleting the store, removing the store decoration , restricting the store decoration release permissions, closing the store, reducing the right to search for a single product, blocking the search for a single product, blocking the store, store supervision, extending the transaction account period, restricting the release of the product, and deducting points.

So simply put it: there is something wrong with the information posted!

It includes but is not limited to the situation where it is published not an actual product but a mood story, the basic information or official qualification information of the published product or store does not match the actual information, the information in the title of the product release and the product attributes, etc. These all fall into the category of "indissipating information indiscriminately". Remember that it is not allowed, and it will be punished according to the severity of the situation!

2. What changes have happened to this rule?

In order to give members a healthier and fairer operating environment and give consumers a safer and clearer shopping experience, Taobao has made a large-scale change in the "abused message" rule. This rule change has mainly been adjusted in the handling of violations, and at the same time, the types of violations of changing babies have been added, and some violations have been adjusted.

(Specific adjustment official description: "Notice on the Public Notice on Changes of Rules for Distributing Information", the following is a detailed explanation of the most important content)

1. Regulation on illegal handling of information dissemination

Regulation on illegal handling of information indiscriminately

Four key points:

1) Send information indiscriminately and post on product pages (the number of violations of the same product in the same mis-issue situation), and do not deduct points if the first time you remove the product or delete the product, and 0.2 points will be deducted for the second time if you delete the product; post on other pages such as the store decoration area, deduct 4 points each time, and delete the store, remove the store decoration, restrict the store decoration and release for 7 days or close the store;

2) If the missend information is serious, if the goods are deleted according to the circumstances, 2 points will be deducted and all goods in the store will be removed from the shelves; among which the circumstances of "releasing a large number of illegal goods or information" will be severe, all goods in the store will be removed from the shelves and restricted from publishing products, 6 points will be deducted;

3) The circumstances of excessive information sending are particularly serious. According to the circumstances, measures such as deleting 6 points for deleting goods, removing the shelves/deleting all goods in the store, blocking the store, extending the transaction account period, restricting the release of goods, and store supervision;

4) For products suspected of sending information indiscriminately, individual product searches shall be blocked depending on the severity of the circumstances, or individual product searches shall be reduced until the product rectification is completed.

2. Adjustment of the situation of excessive message sending

Adjustment of excessive message sending

Four key points

1) The "price cheating" situation is adjusted to "avoid information" situation, and the "avoid information" is redefined;

2) If the original false transaction is adjusted to the "avoid information" situation of excessively issuing, the behavior of changing the product will no longer be regarded as a false transaction, but if there is an order for false transaction before or after the product is replaced, it will still be punished according to the false transaction rules;

3) Adjust the situational expression of "advertising information" and "information does not match the actual situation" to increase the situational cases;

4) Cancel the situations of "inconsistent marketing keywords" in "inconsistent product elements" and "special products in "special categories lack physical pictures of the goods sold themselves" in "special products in the products they sell".

3. Q&A answers to FAQs

How should we face specific problems when encountering advertising information, information inconsistent with actual conditions, information duplication, product elements inconsistent, information avoidance, industry special requirements, etc.? The waiter gave a detailed answer, pointed out specific changes, listed common violation scenarios, and pointed out the sellers the precautions and specific operation methods.

Advertising information related

1. How to avoid advertising information violations

Please carefully study the above advertising information. It is recommended that when editing and publishing product information, editing store decoration area or Taobao portal page, do not sell non-actually sold products or information such as mood stories, store introductions , appreciation only, contact information, etc. as independent products or information; do not publish wholesale, agency, investment promotion, recycling, replacement, purchase products or information outside the supply and marketing platform or designated categories; try not to promote other stores or external networks (except Taobao customers on the site ). Currently, it is not allowed on Taobao websites, so please do not make such attempts.

Do not publish information such as names, LOGOs, QR codes, hyperlinks, contact accounts, etc. of external websites such as social networking, shopping guides, group buying, promotions, shopping platforms. Unless otherwise agreed in specific markets (such as Red Mansions).

2. I am a distributor and I took the data packet from the supplier to publish it. Why did I violate the rules?

The data packets provided to you by the supplier cannot guarantee 100% compliance~ For example, hidden external network links may exist in the product data given to you. Therefore, please check the baby before using the baby to publish the data packet, and then release it after confirming that there is no problem.

3. I have never posted a link to the Internet, why are I still punished?

If you do not set up an external network link yourself but are still punished, then it is very likely that there is a problem with the pictures in your product information. If you are not using your own pictures, but use them directly from the Internet, be careful. It is very likely that there will be external network links or Taobao links on this kind of picture.

We recommend that you try to master the source of the film and use real pictures to ensure safety.

The information does not correspond to the actual

1. Why am I punished for “sending information indiscriminately – the information does not match the actual situation”?

If Taobao verifies that you publish the following information on the product, store decoration area or Taobao portal page, your product or store will be processed:

1) Exaggerate, excessive or falsely promise the product effect and extent;

2) The basic information of the goods, store or official qualification information does not match the actual situation;

3) The barcode information filled in when the product is released does not match the actual situation.

It is recommended that you can find the corresponding illegal products through "Seller Center-Physical Examination Center" and click "View Reason" to query.

Relevant information

1. Why am I punished by “indiscriminate information – duplication of information”?

If Taobao verifies that you publish the following information on the product, store decoration area or Taobao portal page, your product or store information will be processed:

1) Repeat the goods, that is, if two or more items of the same product are sold in the store at the same time;

2) Repeat distribution-style store opening, that is, opening more than two stores and selling the same products.

It is recommended that you can find the corresponding illegal products through "Seller Center-Physical Examination Center" to check.

2. If a member can only have one account for goods for sale, why do you still open two stores?

The store opening mentioned here is the concept of "management" store, that is, Taobao verifies through various channels or methods that actually manage two stores by one member.

3. Will distributors and suppliers of distribution platforms be punished for selling the same goods?

There may be penalties. If the same goods are sold between distributors of the distribution platform or between distributors and suppliers, and the two stores are managed by the same person, they will be punished.

4. If a member opens more than two stores to sell the same product, the sub-store will be closed. How to determine which sub-stores are?

If a member opens more than two stores to sell the same product, we will think that the store with the highest credit points is the main store run by the member, and the other ones with relatively low credit points are the sub-stores, and the sub-stores will be closed.

Product elements are inconsistent

1. Where can I find any inconsistent postage when writing free shipping for products?

Please verify whether the product title has been written as "free shipping", but in the actual description, the buyer needs to bear the freight. If so, there is a violation of inconsistent postage. Please ensure the consistency of the postage description in the product.

2. Where does my product have problems with inconsistent types of treasures?

Please verify whether the "Baby Type" option you selected when the product is released is inconsistent with the description of the baby type in the product details. If you choose "second-hand" for the product when you release the product, but it indicates that it is "brand new" in the product details description, there is indeed a problem of inconsistent type of the product.

Related information avoidance

1. Sometimes some sizes of the products are out of stock. Can pre-sale, order or out-of-stock be indicated on the size?

If some size or color of the product is out of stock, please remove the size or color or set the stock to 0. Avoid unnecessary transaction disputes and corresponding penalties.

If you really need to publish products that ask buyers to pay the deposit first and then pay the final payment, it is recommended to use Taobao’s pre-sale tool to publish them.

2. I want to give gifts to buyers when selling goods. If I can’t write them in Sku, how should I publish them?

Gifts are not recommended to be published in a single baby. You can explain the gifts given by the product in the baby details. If it is necessary to display it as a single baby, please post it in the category path: Others >> Giveaway.

3. If it is a product such as samples, packaging, accessories and accessories, how should I publish it?

Samples must be published in the corresponding product category in the form of a single treasure. The title must include the word "sample". "Sample" is not recommended to appear in the SKU to avoid SKU cheating violations.

Packaging suggestions are published in the corresponding packaging categories: such as: office equipment/consumables/related services, etc.

Accessories and accessories must be published under the corresponding product category and cannot be placed under the category of its main parts. For example, the remote control of the lamp must be published under the lamp accessories category, and cannot be directly published under the leaf category of the lamp lighting.

4. What are the common judgment criteria for the changes in commodity elements?

Based on the common sense of ordinary people, it becomes another product by editing the product's key attributes such as category, title, picture, detailed description, price, brand, model, etc.

5. What is the boundary between changes in product elements and other rules for mis-issuing information?

The core of product elements changes is the replacement action and the result of becoming another product after replacement. For examples of paper towels and sofas above: if the seller does not delete the "paper towel", the product is a SKU cheating in the mis-sending message; if the seller deletes the "paper towel", the product is a change in the product elements.