On April 15, 2025, the Central Cyberspace Affairs Office launched a three-month special action "Clear and Bright·Rectify Malicious Marketing Chaos in the Short Video Field", targeting four major problems such as false posing, false information dissemination, and illegal diversion. This action aimed at purifying cyberspace is not only a deep "detoxification" of the short video industry, but also reflects my country's systematic layout of online and offline collaborative governance. From LED totem to street sales, from algorithm recommendations to content review, the rectification action is reshaping the marketing ethics in the digital age.

The explosive growth of short video platforms has given rise to a deformed ecology of "traffic first". In order to attract attention, some MCN agencies have fabricated false plots such as "takeaway riders take sick children to deliver meals" and "rural elderly people are in debt of millions", and used public sympathy to divert traffic and bring goods. What's more, some have forged false information in professional fields such as economy and medicine released by authoritative agencies through technical means such as "face-changing" and "P-picture", which seriously disrupts social cognition. This special operation directly hits the problem: the accounts that fabricate "bitter dramas" are "cut in half" in terms of traffic, and the "short video content fingerprint library" developed in conjunction with the Chinese Academy of Sciences can achieve second-level fake identification, and the platform is required to forcibly mark the interpretation content with the label "this content is interpretation". The cases of "Xiao Ma's full payment for the house" and "If you don't read it, you will forget it" recently investigated and dealt with by the Zhengzhou Internet Information Department show that the illegal accounts face permanent bans at most, and the institutions involved are included in the industry blacklist.

Online false marketing is accelerating its penetration into offline. Some lawless elements use LED totem as a carrier for the dissemination of false information, and play false advertisements such as "anti-cancer magic drugs" and "get rich quickly" in shopping malls, transportation hubs and other places. Yuexiu District, Guangzhou City recently found that some LED screens have illegal content such as "inducing downloads of high-risk apps" and "fictitious expert interviews". Some businesses even implanted Trojan programs by tampering with the advertising machine system. In response to this chaos, Zhejiang Province took the lead in establishing an "outdoor advertising supervision service" application to achieve digital management of the entire process from planning approval to content inspection. AI intelligent audit systems are being piloted in Shanghai, Shenzhen and other places. Through technologies such as OCR text recognition and image semantic analysis, the content of LED screens is monitored in real time. The intelligent management system introduced by a shopping mall shows that the accuracy rate of AI audit is 99%, and 98% of illegal content can be intercepted.

Faced with the chaos of online and offline marketing, technological innovation has become the key to breaking the deadlock. Platforms such as Douyin and Kuaishou have launched the "Real Creator Certification Program" to trace the source of content through blockchain technology; WeChat Video Account has developed a "content fingerprint comparison" function that can identify 98.6% of spliced and edited content. In the field of LED totem, the smart management platform matched by the manufacturer supports remote power off and adaptive brightness adjustment, and at the same time establishes a database of illegal content to achieve cross-device risk warning. Regulatory authorities are also working hard on the technical level. The Central Cyberspace Affairs Office and the Ministry of Public Security have jointly developed the "Internet Water Army Identification System" to track the cross-platform linkage of black market accounts; the State Administration for Market Regulation has promoted the revision of the "Standards and Rules for Online Short Video Content Review" and included "staged fraud" in the industry's entry ban clause.

The rectification action has forced the industry to accelerate its transformation. Douyin invested 2 billion yuan to establish a "Quality Content Support Fund", Kuaishou launched a "Knowledge Sharing Zone", and Bilibili launched a "Documentary Creation Plan" to promote the transformation of the content ecology to be real, professional, and warm. LED totem manufacturers are accelerating technology iteration, and various LED companies are accelerating research and development. They have been able to reduce energy consumption by 30%, and integrated ambient light sensors to automatically adjust the brightness according to the surrounding environment. Offline marketing models are also being reshaped. Shanghai's "Road Life Festival" has driven a 50% increase in sales of street merchants through the "short video drainage + offline experience" model; Hangzhou shopping malls introduced ARLED advertising machines, and consumers can experience virtual makeup trials by scanning codes, and the conversion rate has increased by 35%. These innovative cases show that compliant operations and technological innovation are becoming new driving forces for the development of the industry.

This governance action covering online and offline is not only a deep "detoxification" of the digital economy, but also a reconstruction of the social trust system. When LED totem begin to play real people's livelihood information and when short video platforms emerge with more works that record the times, what we see is not only the transformation and upgrading of the industry, but also the return of the value of digital civilization. As the head of the Central Cyberspace Affairs Commission said: "Operation Qinglang is not the end, but a new starting point for digital ecological governance." Driven by both technological innovation and institutional improvement, a healthier and more orderly marketing ecology is taking shape.