April 20, 2023

Xiaohongshu Marketing Content Violation Policy 2023 - Part Three

Avoiding Common Content Violations on Xiaohongshu: Best Practices

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
Xiaohongshu Content – Frequently Asked Questions
Xiaohongshu Marketing Appendix

Xiaohongshu Content - Offensive Keywords Guideline

The brand cooperation notes should be noted to avoid using words related to “most” and making absolute descriptions of products, including but not limited to: national-level, top-level, best.

If there is a scope limitation before the exaggerated adjective, it is moderately allowed, such as “the best moisturizer in my heart,” “the top-level car under the brand,” “I think this is the most suitable emulsion for my skin type,” and so on.

Expressions of time and space sequence, such as “recently,” “finally,” “the first time,” and so on, are moderately allowed.

Statements that only indicate the brand’s operating philosophy and corporate vision, such as “customer first” and “pursuing the most perfect quality,” are not in the category of absolutism and are not problematic.
Based on the relevant regulations in the “Advertising Law”, if the brand cooperation notes have further advertising needs, such as information flow advertisements, etc., the content of the notes must avoid…
The text appears to be a list of vocabulary related to marketing and advertising, specifically words and phrases that are used to create a sense of exclusivity or superiority in products.

与“级” “顶/鼎”“领”有关词汇，包括但不限于：极致、极品、极佳、终极、致极、国际级、世界级、全球级、千万级、特级、宇宙级、顶尖、顶级、问鼎、鼎级、TOP级、顶配、遥遥领先、领袖品牌、世界领先、领袖、领导品牌、引领等。
Words related to “level” or “top”, such as “ultimate”, “international level”, “world-class”, “top-notch”, “supreme”, “leader”, etc.
与“第一/1” “首”有关词汇，包括但不限于： NO.1、TOP/TOP.1、全国第一、全网第一、销量第一、首个、首选、首款、全国首家、全国首发、首次、首屈一指等。
Words related to being the “first” or “number one”, such as “NO.1”, “top/top.1”, “national first”, “best-selling”, “first choice”, “first release”, etc.
其他绝对化用语：笔记中不能使用以下词语对商品进行绝对化宣传，如销冠、开创、完美、100% 有效、万能、性价比之王、永久、独家、王牌、XX 之王、特供、老字号、独创、无可替代、仅此一次、MVP、XX领域天花板/天花顶、鼻祖等。
Words and phrases that should not be used to promote products in an absolute or exaggerated manner, such as “bestseller”, “perfect”, “100% effective”, “versatile”, “price-performance king”, “permanent”, “exclusive”, “unique”, “irreplaceable”, “once in a lifetime”, “MVP”, “pioneer”, etc.

夸张禁用语：笔记中不能使用以下词语进行虚假夸大宣传，包括但不限于：至臻、臻品、不可复制、绝无仅有、屈指可数、全民抢购、抢疯了、抢爆、再不抢就没了、业界/行业/全球公认等。
Words and phrases that should not be used to exaggerate or make false claims about products, such as “unique”, “limited edition”, “sold out quickly”, “recognized by industry”, etc.
承诺保证用语：笔记中不可对商品的效用/功能等进行绝对化承诺保证，如无效退款、不满意退款（符合真实性的情况下可使用）、零风险、特效、强效、速效、保证、彻底解决、1天见效、100%有效、无依赖、无副作用、彻底消除/清除等。
Words and phrases that should not be used to make absolute promises or guarantees about a product’s effectiveness or functionality, such as “money-back guarantee”, “no side effects”, “completely eliminate/clear”, “1-day effect”, etc. However, some of these claims may be used if they are truthful and backed up by evidence.
金融投资用语：笔记中不可涉及以下金融投资用语，包括但不限于：收益率、投资回报、保底收益、返本销售、无风险回报、快速回报、高收益回报、升值、众筹等。
Financial investment language that should not be used in product promotion, such as “return on investment”, “guaranteed returns”, “crowdfunding”, etc.
封建迷信用语：笔记不可涉及封建迷信用词，如增强第六感、化解小人、增加事业运、招财进宝、健康富贵、提升运气、护身、平衡正负能量、旺人、旺财、助吉避凶、算命、算八字、运势等。
Language related to feudal superstition that should not be used in product promotion, such as “enhance sixth sense”, “attract wealth and fortune”, “balance positive and negative energy”, “fortune-telling”, “eight-character fortune-telling”, “fortune luck”, etc.

Next, we will share about Xiaohongshu Frequently Asked Questions and Appendix. If you wish to know more about Xiaohongshu Marketing or China Marketing, please contact us with the form below!