Xiaohongshu Marketing Content Violation Policy 2023 - Final
Avoiding Common Content Violations on Xiaohongshu: A Marketer's Guide
It is important for brands and enterprises to be mindful of the types of violations that can occur when managing a Xiaohongshu account, particularly when it comes to content marketing. In the following sections, we will provide information on these violations and the platform’s content marketing rules. Our aim is to help users comprehend these rules, avoid misrepresentations, and enhance collaboration efficiency.
The sections covered will include:
- Common Types of Xiaohongshu Content Marketing Violations ⇐ Part One
- Xiaohongshu Content – Key Industry Policy ⇐ Part Two
- Xiaohongshu Offensive Keywords Guideline ⇐ Part Three
- Xiaohongshu Content – Frequently Asked Questions
- Xiaohongshu Marketing Appendix
Xiaohongshu Content - Frequently Asked Questions
Q: How to modify brand cooperation notes?
A: Through “Advanced Options”, unbind the video content from the cooperation notes, delete the original notes, and after modifying the video, rebind the order according to the original link.
Q: Why are modified brand cooperation notes notified as not approved even if they were approved by the platform before?
A: Modifying notes will make them go through review again. There may be updates to the platform’s review rules, resulting in the previously approved content not meeting the latest rules. It is recommended that both parties communicate beforehand to avoid the notes going through review again, causing unnecessary losses.
Q: How long does it usually take to review brand cooperation notes?
A: The review time for brand cooperation notes is within one working day. Please arrange the note release time accordingly.
Q: How to correctly promote the effectiveness of beauty ingredients?
A: When promoting cosmetic ingredients, you can promote them according to their real effects. You should not exceed the scope of promotion or promise exaggerated effects. Avoid using words like “eliminate, repair, disintegrate, completely solve” to describe the cooperative products. Depending on the context, adjust to “diminish, improve, promote, help, relieve, stabilize” and other descriptions.
Q: Does Xiaohongshu limit the proportion of commercial orders?
A: On the premise of sincere sharing, there is no hard limit on the proportion of commercial orders for creators on Xiaohongshu. There is no absolute commercial note quota for commercial cooperation each month. Creators can freely arrange the creation and release of commercial content. However, we encourage everyone to control the proportion of commercial orders appropriately, take each cooperation opportunity seriously, avoid excessive orders and “just for the meal” orders, and affect the experience of fans and users.
Xiaohongshu Content - Marketing Appendix
Appendix 01. Rules for Special Access Cooperative Industries
Assuming that the brand has the relevant professional qualifications and product qualifications, the following industries are available for cooperation, including but not limited to:
◆ Special cosmetics: cosmetics that claim to have special effects such as whitening, spot removal, anti-hair loss, sun protection, hair dyeing/perming, etc.
◆ Health food: products that claim to have health food effects, such as enhancing immunity, antioxidation, assisting memory improvement, clearing the throat, improving sleep, improving skin moisture/oil, promoting digestion and bowel movements, etc.
◆ Medical devices: such as contact lenses, colored contact lenses, blood pressure/blood sugar monitors, nasal washers, ear thermometers, medical dressings, etc.
◆ Medical institutions: oral medical care, physical examination institutions, postpartum care centers.
◆ Pet medical services and veterinary medicine.
◆ Disinfection products: such as disinfectants, disinfectant liquids, hygiene supplies, etc.
◆ Vocational education: such as accounting and teacher training.
◆ Academic education: such as junior college, undergraduate, graduate, MBA, etc.
◆ Financial and tax services: such as asset evaluation, liquidation, auditing, etc.
◆ Intellectual property services: such as trademark and intellectual property protection services.
◆ Legal consulting services: such as law firms.
◆ Banks, funds, insurance, third-party payments.
◆ Mobile game applications.
Appendix 02. Prohibited Cooperation Industry Rules
The following categories of goods or services are prohibited from cooperation and must not be displayed in Brand Note:
◆ Medical-related categories, such as specific medical departments like obstetrics and gynecology, internal medicine, etc.; medical consumables like orthopedic supplies, dental materials, etc.; medical appraisal services like paternity testing, psychological evaluation, etc.;
◆ Illegal medical and health services, such as displaying and selling prescription drugs and selling other drugs that are explicitly prohibited for sale and use in other countries; products related to weight loss, breast enhancement, tonifying yang, and kidney replenishment, special medical-purpose infant formula food, infant and young child formula milk powder (0-12 months of age formula milk powder is prohibited);
◆ Illegal education services, such as ghostwriting essays, selling exam answers, handling fake certificates, document fraud, etc.;
◆ Off-campus subject training, such as math tutoring, English coaching, etc.;
◆ Illegal publications;
◆ Investment and franchise opportunities;
◆ Illegal online part-time jobs, such as brushing orders, making money with mobile phones, etc.;
◆ Illegal online services, such as paid posters, fake reviews, etc.;
◆ Illegal purchasing services;
◆ Online game private server cheats.
◆Financial-related services: Small loans, P2P financing, and other investment-related services such as auctions are not allowed.
◆Illegal financial services: Providing overseas insurance agency, involving foreign exchange, virtual currency trading, POS machine brushing, illegal bill-related services, circulation of RMB trading and collection information, and so on are prohibited.
◆Entertainment venues: Any entertainment-related services, including gambling and casinos, are not allowed.
◆Counterfeit products: Counterfeit or inferior products are prohibited from brand partnership.
◆Tobacco and related products: Any tobacco-related services, including public welfare campaigns, are not allowed.
◆Illegal automotive services: Any illegal services related to cars are not allowed.
◆Illegal social security services: Any services that violate social security laws are prohibited.
◆Infringement of others’ privacy: Services that violate the privacy of others are prohibited from brand partnership.
◆Wild animals and plants: Products related to ivory and tortoise shells, and wild animals and plants are prohibited from brand partnership.
◆Religion-related services: Naming companies and services related to religion are not allowed.
◆Gambling: Cheating tools, remote control mahjong machines, and other gambling-related services are not allowed.
◆Weapons: Any services related to weapons are prohibited from brand partnership.
◆Drugs: Any services related to drugs are not allowed.
◆Other prohibited services: This includes but is not limited to services related to overseas labor, success courses, wealth courses, etc.
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