On January 5, the reporter learned from Xiaohongshu that in response to the special action of "Qinglang Crackdown on Traffic Fraud, Black Public Relations, and Network Water Army", Xiaohongshu recently launched a new round of "false marketing" governance projects, and after the first batch of banned 29 brands suspected of illegal marketing, the platform carried out the second batch of governance, and 39 consumer brands, medical beauty institutions and medical beauty supplies brands suspected of illegal marketing were banned.
It is understood that compared with the first batch of banned brands, the second batch of governance scope of Xiaohongshu has been extended to offline commercial entities, from consumer goods brands to offline medical beauty institutions and medical beauty product brands. Among them, 15 medical beauty institutions such as Este, Fuai, Shanghai Ganghua, Star Extreme Beauty, Mei Bell, Milan Baiyu, Zhen Yansong, Elaome and other 15 medical beauty institutions and Angel of The Times, Haimei, Yifuquan and other 3 medical beauty product brands.
This means that when users search for these brands or institutions in the Xiaohongshu site, the relevant note content will no longer be displayed. The reporter found that the search results page only displayed the prompt that "the brand is suspected of illegal marketing, and the relevant content is not displayed".
According to the person in charge of the Xiaohongshu "false marketing" governance project, the reason why medical beauty institutions are the first batch of banned offline commercial entities is because "they are the hardest hit areas of offline illegal marketing, and once this information causes adverse effects and misleading to users, the consequences are very serious." The scope of subsequent platform governance will cover more different types of offline merchants."
Because of the strong mind of planting grass, Xiaohongshu has been targeted by many brands. Through external intermediaries or platforms, brands find a large number of ordinary people in the form of product/service replacement or cash, and lay out illegal marketing content on the platform.
According to media reports, this "ghostwriting" gray production link is usually: the brand or a third-party intermediary agency that undertakes the needs of the brand party, through the third-party order intermediary platform represented by the "Crab Notice", "Red Notice", "Micro Media Notice", etc., with physical goods /services or cash ranging from 0-1000 yuan, a large number of paid recruits to produce content on Xiaohongshu, Douyin, Weibo, and Dianping.
The reporter opened the "Crab Notice" and found that in the recruitment information of "Exploring the Shop", there is no shortage of recruitment information of offline medical beauty institutions, and the publishing institutions are all over the country, and the cost is as low as 100 yuan of "manuscript fee" and as high as 10,000 yuan of medical beauty project experience replacement. The threshold of these recruitment information for ordinary people is also different, some recruit "more than 500 fans can participate", and some require them to appear on camera and authorize the right to use the portrait. Compared with some consumer brands that regard Xiaohongshu as the main front of illegal marketing, these offline medical and aesthetic institutions generally require order takers to publish on multiple platforms such as Xiaohongshu, Douyin, Weibo and Dianping.
("Crab Notice" Recruitment Information)
At the same time, Xiaohongshu and the China Federation of Network Social Organizations (hereinafter referred to as "China Internet Federation") held an industry seminar on "Network Ecological Governance". Zhang Hui, deputy secretary general of the China Net Federation, Xue Jun, professor of law at Peking University and director of the E-commerce Law Research Center of Peking University, Zhu Wei, deputy director of the Communication Law Center of China University of Political Science and Law, He Yanzhe, director of the Review Department of the Information Security Research Center of the China Electronics Technology Standardization Research Institute, Liu Xiaochun, executive director of the Internet Rule of Law Research Center of the University of the Chinese Academy of Social Sciences, and Shen Lian, editor-in-chief of Xiaohongshu Company, discussed issues such as cracking down on traffic fraud, illegal marketing, and online water chaos.
In the seminar, Zhu Wei said that the harm of illegal marketing has two aspects: the first is the destruction of the ecology of the Internet platform, and the second is the infringement of consumers and users' right to know.
For the crackdown on online black and gray production, Xue Jun pointed out that governance needs to clarify the ecological chain, industrial chain and interest chain in order to truly effectively crack down. If only one of the segments is focused, the upstream and downstream problems are not solved, and the problem is difficult to effectively cure. At the same time, Xue Jun believes that problems such as illegal marketing need to be linked by the industry, and each platform jointly cracks down on and governs the operation platform of black and gray production.
"The governance of illegal marketing, we will definitely insist on doing it for a long time." It is a protracted battle with many governance difficulties that cannot be completely overcome through a single platform. For example, third-party order-taking intermediary platforms such as red notices and crab notices, we still haven't found a particularly good way to combat them today. Shen Lian said at the seminar. He said that xiaohongshu "false marketing" governance project, the most core action is to clearly ban a number of brands suspected of illegal marketing, "'no sale and purchase, no harm', many times the brand is the source of illegal marketing, there are commercial interests in it." ”
Source: China News Network