Short video e-commerce platform to ban doctors from bringing goods

Regarding the behavior of medical institution staff to bring goods through the short video e-commerce platform, Douyin has issued new regulations.

Recently, the Douyin e-commerce operation team issued a "Announcement on Adjusting the Product Sharing Function of Medical and Health Creators". "Key Points for Correcting Unhealthy Practices in the Field of Pharmaceutical Purchases and Sales and Medical Services", continue to promote the "Integrity Practice Action Plan" among medical institutions and their staff across the country, and seriously investigate and punish the staff of medical institutions to take advantage of their positions and identities to bring goods. Therefore, the platform will adjust the product sharing function of certified creators in the medical and health category.

It is reported that the Douyin e-commerce platform will close the product sharing function of the medical and health certification creator accounts on June 30, 2022, and prohibit the medical and health certification creators from opening the new product sharing function. Creators who have opened can withdraw their deposits and commissions before June 30.

At the same time, the Douyin e-commerce operation team also announced a notice of solicitation of opinions on the revision of the "E-commerce Creator Account Management Rules", the core change of which is "Restrictions on e-commerce permissions for special occupational certification groups: Prohibition of medical certification accounts to open e-commerce permissions. "

It is understood that there is another item in the rules worthy of attention, which is also an adjustment for medical and health certification accounts, that is, "the platform prohibits groups that are not suitable for commercial marketing (such as medical and health certification creators such as medical institution staff) from opening products. The sharing function has the right to close the product sharing function that has been opened by groups that are not suitable for commercial marketing, and take measures such as removing the shopping cart and stopping recommendation for the relevant content under their account."

Nine Departments: Strictly Check Doctors Bringing Goods Through Live Streaming

This operation of the e-commerce platform is easy to think of. Not long ago, the "Key Points of Correcting Unhealthy Practices in the Field of Pharmaceutical Purchase and Sales and Medical Services in 2022" issued by the nine departments mentioned that the use of medical institutions' staff will be seriously investigated and dealt with. The position and identity are convenient for live broadcast and delivery.

Although it is clear that the investigation and punishment is "live streaming", in fact, it is not easy to define the difference between live streaming and non-live streaming. Therefore, similar to Douyin's tightening of real-name authentication in the medical and health field, in terms of bringing goods, judging from this adjustment measure, Douyin also tends to adjust more strictly, and may directly close the hole.

It is understood that in recent years, with the rapid development of short video content platforms such as Douyin and Kuaishou, live streaming, as one of the forms of traffic monetization, has been sought after by many people, and many doctors and nurses have also joined the live streaming army. Lots of fans. Realizing cash by bringing goods has also become the choice of some medical staff.

(At 17:00 on June 17th, on a short video platform, the account certified as a general practitioner was live streaming with goods)

On the Douyin e-commerce platform, on the one hand, authenticated users can directly open a store, add products with goods in the window, or live broadcast with goods, and also present the broadcaster's delivery index and word of mouth.

On the Kuaishou platform, it is not uncommon for doctors to open small stores to bring goods.

The industry and society have always had different opinions on the behavior of doctors to bring goods through live broadcasts. Just after the nine ministries and commissions issued the document on the strict inspection of medical care and the delivery of goods, many media published commentary articles.

Workers Daily commented that on the premise of doing their jobs well, medical staff use short video live broadcasts in their spare time to publicize and popularize medical and health knowledge suitable for their positions, and conduct health education and guidance for patients and the public, which not only meets the needs of the public but also After fulfilling the responsibilities of a practicing doctor, they can also earn income through normal platform traffic sharing, rewards, etc., which can be said to serve multiple purposes. The crux of the problem is how to ensure that such a "multi-win" will not go wrong or out of shape.

Wang Xiuhua, the executive director of the Medical Legal Professional Committee of the Chinese Hospital Association and the chairman of the Hospital Newspaper and New Media Professional Committee of Shandong Hospital Association, wrote an article expressly objecting to the behavior of medical staff carrying goods live. He believes that as a doctor in a hospital, especially a public hospital, the Internet The wind of live streaming will not last long.

"Interfere with and affect the normal work of the hospital; for improving the treatment of medical staff, adopting the method of 'allowing live broadcasts to bring goods' is a side-by-side move of 'headache doctors' feet'; it is easy to mislead consumers and touch relevant laws and regulations. Red line; Fourth, it will form a positive challenge to medical ethics and medical style." Wang Xiuhua said.

With the advancement of the strict inspection policy of the nine departments, the Douyin platform has revised the rules for bringing goods to medical and health certified accounts, and whether other short video platforms will follow up and make adjustments, we will continue to pay attention.