Xiaohongshu releases a notice on the governance of black and gray accounts: disposing of over 3 million illegal accounts

Recently, the official account of Xiaohongshu, "Potato Butler," announced that since early November last year, Xiaohongshu has continued to carry out special governance of black and gray accounts, and has dealt with a total of 3208343 illegal accounts. At the same time, the governance of false marketing on Xiaohongshu is also ongoing. Potato Butler "announced that since December last year, the management team has punished 15 industries including beauty and personal care, food, 3C digital, and lifestyle services, as well as 1695 brands that have engaged in illegal marketing activities.

The person in charge of the governance of Xiaohongshu stated that black and gray accounts and false marketing have damaged the "real" color of the Xiaohongshu community, harmed user experience, affected the legitimate interests of brands and merchants, and disrupted community order. The governance team will continue to crack down on such behavior and chaos severely.

The announcement on the governance of black and gray production accounts states that black and gray production account maintenance and black and gray production malicious marketing are the two key areas of governance. Black and gray production gangs first use common methods to maintain their accounts, such as releasing homogenized film and television comprehensive second creation videos in bulk, and raising large-scale matrix accounts to high followers. Recently, black and gray production gangs have been using AIGC large models to generate homogeneous materials in large quantities, or adopting hot trend following methods to conduct large-scale matrix account maintenance, as well as highly covert real person account maintenance, seriously disrupting the community ecology.

Another type of illegal behavior that seriously damages user experience, brand, and legitimate interests of merchants is false marketing. The person in charge of governance at Xiaohongshu introduced that "false marketing often disguises itself as real UGC sharing", which has caused strong user backlash due to its deceptive, formulaic, and malicious nature. The main forms of false marketing include: fictitious experience and persona notes, fictitious authoritative notes, false interactive notes, and photo stealing marketing notes.

In these false marketing campaigns, bloggers often create stories, fabricate experiences, fabricate statements from authoritative figures or news reports to evoke emotional resonance and identification among users; Merchants mainly mislead users and attract traffic by disguising UGC accounts and posting notes, or by stealing images and store volume. In addition, merchants also organize fake interactive notes, which appear to attract users' attention and interaction through topics, but in reality, they set up water armies in the comment section to brush positive reviews, affecting users' consumption decisions.

The person in charge of the governance of Xiaohongshu stated that the serious governance in the past six months has achieved certain containment of the chaos of black and gray production and maintenance account marketing and false marketing. However, black and gray production gangs and illegal profit groups still exist. Xiaohongshu community will continue to "crack down on counterfeits" and firmly maintain the healthy development of the community's content ecology.

Resource: 潮新闻