On January 5, the reporter learned from Xiaohongshu that in response to the special action of "Qinglang • Cracking Down on Traffic Fraud, Black Public Relations, and Network Water Army", Xiaohongshu recently launched a new round of "false marketing" governance special project, after the first batch of banned 29 brands suspected of illegal marketing, the platform immediately carried out the second batch of governance, 39 suspected illegal marketing consumer brands, medical beauty institutions and medical beauty supplies brands 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."
Image source: Little Red Book