Xiaohongshu, a community platform with "lifestyle" as its core label, is setting off a "storm" against illegal marketing.

2025年4月起，小紅書宣佈將重點打擊違規營銷行為，特別是那些通過黑灰產批量註冊帳號、發佈虛假內容、利用水軍引流等手段進行的“騷操作”。此次治理力度空前，預計將封禁近100萬個違規帳號，刪除超過100萬篇違規筆記，清理超過1000萬條水軍評論。

In this article, we'll take a closer look at the background of Xiaohongshu's campaign, the violations it focuses on, and what this means for brands and creators.

The notes of placing an order through Dandelion in Xiaohongshu will also have problems?

The answer is "Saozuo", definitely: from 4 months this year, if the content or the account itself is suspected of being fake, even if the order is placed through Dandelion, it will still be officially identified as illegal marketing and will be deleted or even punished.

這兩天，小紅書官方帳號“薯管家”發佈了一則公告，宣佈平臺將重點打擊違規行銷，尤其是值得注意的是，經瞭解，這次的打擊重點是：黑灰產批量養的千粉以上小紅書帳號，這些帳號很多開通了蒲公英，且商家也能正常下單。

In the past two years, in the context of Xiaohongshu's continuous governance of underwater soft and wide, some intermediaries and black and gray industries have designed a "new path", that is, to raise fake accounts in batches, and then shop notes through these fake accounts through dandelions, camouflage the real while looking forward to winning natural traffic through the volume.

This governance officially opened fire on this kind of illegal marketing account.

根據官方透露的消息，小紅書這次對違規營銷的打擊力度是近年來最大的一次。從 4 月初開始，首輪治理就預計打擊近 100 萬違規帳號，超過 100 萬篇違規行銷筆記，和超過 1000 萬條水軍評論。

3 types of violations have been cracked down: fake accounts and illegal accounts, illegal marketing notes, and water army comments

According to the person in charge of the Xiaohongshu project, the crackdown on this round of governance has been extremely strict in recent years. "In the future, the platform will maintain strict governance of illegal marketing, and will increase the crackdown on illegal marketing at any time."

This time, three types of violations will be cracked down:

1. Fake accounts, and illegal accounts that direct users to off-site sites and pry customers through fake reviews;

The black and gray industry agency specializes in raising "Qianfan accounts", which on the surface seem to be compliant authors and dandelions that have settled in Xiaohongshu, but the accounts are registered in batches, fans are brushed, and notes are copied, and the data is naturally fake.

還有一些違規營銷的帳號也在治理範圍內，比如醫美等本地服務行業通過水軍導流接收客戶資料線索的帳號；攝影旅遊等行業，通過評論、私信撬客的帳號。這次對假號、違規號的首輪打擊力度將接近100萬個。

2. Break away from the platform and cooperate with intermediaries to lay a large number of underwater marketing notes on the platform, as well as cooperate with black and gray industries and intermediaries to lay dandelion notes through false accounts;

違規營銷機構還會批量發佈軟廣，或者通過和黑灰產的造假帳號合作，通過偽裝素人筆記為品牌增加曝光。這次對違規筆記的打擊量將超過100萬篇。

3. Organize the water army to post and forward specific comments in the comment area of the notes.

評論區里看起來是用戶互動，實則是水軍自導自演給品牌“貼金”，或者唱雙簧的違規引流，也是這一次的打擊重點。比如用水軍刷“我用過這個牌子太好用了”，“現身說法，特別值得買”，“你們要連結嗎”，“私我優惠”等，甚至不少還會表演雙簧：一個問，“姐妹，我搜xx怎麼沒搜到啊”，另一個回答“你怎麼不早說，連結私你了”。這次對水軍評論的打擊量非常巨大，預計將達1000萬條。

Xiaohongshu will carry out a normalized and strict crackdown on illegal marketing

If you search for "illegal marketing" on your Potato Butler account, there will be at least 14 announcements this year alone, covering illegal marketing behaviors in different dimensions.

黑灰產相關的賬號損失慘重。這次違規營銷打擊前的2月份，小紅書剛宣佈3 個月內共處置了超過320萬個黑灰產帳號，其中 10 萬粉以上帳號有 401 個，1 萬粉以上帳號有 9215 個。

In addition, the crackdown also includes false qualifications, creating false heat, fictitious experiences, etc.

1月底，小紅書發佈了專業號虛假資質治理公告，打擊通過盜用其他企業資質、偽造資質等造假手段申請專業號入駐的行為。

2 月初，小紅書公告稱1695 個存在違規行銷的品牌被處罰，其中 199 個品牌因違規情節嚴重被封禁，他們的違規行為包括營造虛假熱度、虛構或誇大產品/服務體驗等。

In the short term, the black and gray industry team will definitely be dying - changing vests, changing words, and exploiting loopholes. But this series of attitudes also shows that Xiaohongshu has made its attitude clear, "Cracking down on illegal marketing is a protracted battle, and it will be fought to the end!" ”

Don't bet that the platform will "turn a blind eye"

When comparing various platforms privately, many brands generally believe that Xiaohongshu users are the most business-friendly, and they do not deliberately reject marketing behaviors such as planting grass, but pay more attention to whether the marketing content can solve their own needs and whether the sharing is authentic and credible.

Commercial content itself is also an important part of the community content, especially for a community with "lifestyle" as its core label: after all, most people's lives cannot be separated from business. Users need sufficient information to make consumption decisions, including what to use, where to play, and how to live; It also includes the information released by the business organization, thus generating demand.

As early as 2022, Xiaohongshu launched the "Community Business Convention", which expresses the business values of "sincere management and creation with heart", which is also in line with the background of "sincere sharing" in the community.

Xiaohongshu's series of governance measures has two tips for brands:

First, don't fantasize about replacing legitimate marketing with false underwater soft advertising. Some brands believe that commercial information is naturally not trusted by users, so they risk being punished and also do underwater delivery and send advertorials. This kind of behavior not only deceives users, but also is severely punished by the platform.

Second, we can't imagine that as long as we do marketing and put customers, we will be able to solve it, thinking that if you take a marketing pill, the customer order will rise in a straight line.

In fact, some black and gray industries and intermediaries have taken advantage of such psychological loopholes, creating fake accounts in batches to open dandelions, and squeezing brands to invest in these cheaper fake accounts. This kind of placement seems safe and cheap, but under the current official crackdown, it will only bring losses to the brand. Brands should spend more energy on the construction of a healthy and lasting content marketing system, and find marketing methods and high-quality creators that match the brand.

A brand that makes children's underwear has shared their experience in our community, and once cooperated with an intermediary agency for illegal marketing, and was banned by the platform for laying underwater notes. After learning the hard way, they chose a very professional organization and held a meeting together to discuss marketing strategies, and finally not only achieved explosive content and drove sales on various platforms, but also opened a Xiaohongshu store in one go, and sales increased month by month.

這個品牌的營銷負責人說，回想起被封號還有些後怕：大家都想當漏網之魚，但平台處罰落到自己身上時，就是百分百的損失。“千萬別賭平台會睜一隻眼閉一隻眼。”

Algorithm Era: Truth is the traffic password

Understanding Xiaohongshu's series of actions against illegal marketing this year, it is not difficult to understand that with the improvement of Xiaohongshu's content rules and business ecology, the platform's crackdown on false content and illegal marketing will become more and more severe.

If you invest hundreds of thousands of promotion fees in the black and gray industry, and you can still pay tuition, after being blocked by the platform, even the compliance channels are restricted - it is simply a loss to the wife and a soldier. Moreover, at a time when content is king, young people have a very strong ability to identify content, and real evaluations, dry goods tutorials, and segmentation scenarios are the traffic passwords.

The black ash production may be able to taste some sweetness, but the platform will be cold as soon as it is rectified. On the contrary, it is an honest business that makes content, with high user stickiness and a high repurchase rate, which is the long-term way. This is not only the observance of the rules, but also the respect for serious management.