TikTok e-commerce carries out special governance of false marketing in the liquor industry.

TikTok E-commerce Safety and Trust Center released a statement saying that during routine inspections, TikTok E-commerce found that some merchants and influencers were using well-known liquor brands such as "Maotai" and "Guojiao" for false advertising, "low-price" traffic diversion, and even suspected of selling counterfeit goods at abnormally low prices, seriously harming consumer rights. The platform has always adhered to the governance principle of "authenticity, verifiability, and traceability", focusing on cracking down on violations such as exaggerated promises, low-price traffic diversion, and lack of brand qualifications, and resolutely defending the legitimate rights and interests of consumers and market order. In accordance with the rules such as the "False Advertising: After-sales Service Not in Compliance Implementation Rules", the platform has carried out special governance measures. In the past three months, over 2000 non-compliant products have been disposed of, involving 690 non-compliant merchants.