Last Updated: December 17, 2021
Effective Date: December 24, 2021
Dear Xiaohongshu users, welcome to the community! In order to create a genuine, positive, and diverse community atmosphere, we hope that all users will abide by these guidelines to jointly maintain our community environment.
I. Values
Xiaohongshu advocates that users post content in line with the mainstream values of contemporary society.
1.1 Comply with the Constitution and laws and regulations
1.2 Practice the core values of socialism
1.3 Promote patriotism, collectivism, and socialism
1.4 Disseminate correct views on history, ethnicity, the nation, and culture
1.5 Promote the excellent traditional culture of the Chinese nation
1.6 Promote social ethics, professional ethics, family and personal virtues, and respect public order and good customs
1.7 Promote the spirit of science and popularize scientific knowledge
1.8 Advocate a positive, healthy, and upward lifestyle and fashion
II. Laws and Regulations
Xiaohongshu will adopt the strictest management methods to eliminate any behavior that violates laws and regulations or endangers national and social security.
2.1 Basic Principles
The platform prohibits the posting and dissemination of content containing the following information:
2.1.1 Contravening the basic principles established by the Constitution
2.1.2 Endangering national security, leaking state secrets, subverting state power, or undermining national unity
2.1.3 Damaging the honor and interests of the nation, such as defiling the national flag or emblem
2.1.4 Inciting ethnic hatred or discrimination, or undermining ethnic unity
2.1.5 Undermining national religious policies, promoting cults, or spreading feudal superstition
2.1.6 Spreading rumors, disrupting social order, or undermining social stability
2.1.7 Disseminating obscene, pornographic, gambling, violent, or criminal content
2.1.8 Insulting or defaming others, or infringing on their legitimate rights and interests
2.1.9 Promoting terrorism, extremism, or inciting terrorist or extremist activities
2.1.10 Defaming or abusing the image of heroes and martyrs, distorting their deeds, or glorifying aggressors and acts of aggression
2.1.11 Attacking or defaming national leaders, fabricating negative information about them, or misusing their images
2.1.12 Content that violates public order and good customs, such as vulgar wedding pranks
2.1.13 Any other content prohibited by law or administrative regulations
2.2 Protection of Minors’ Rights and Interests
To better fulfill our social responsibility of protecting minors’ rights and interests, Xiaohongshu has established a minor mode. Under this mode, content browsing and usage time are restricted, and live broadcast rewards and recharge functions are disabled. The platform has also formulated content management standards for minors to strictly deal with content that is not conducive to their physical and mental health, including but not limited to:
2.2.1 Content involving minors in pornography or obscenity, such as displaying minors in marital or sexual contexts
2.2.2 Content involving minors in violence or bullying, such as acts of violence, corporal punishment, or school bullying
2.2.3 Content that discloses minors’ privacy, such as displaying their private parts or revealing personal information
2.2.4 Content involving minors in inappropriate behavior, such as religious teachings, drinking, smoking, or cult animations
2.2.5 Content that attempts to circumvent the minor protection system, such as methods to bypass anti-addiction or minor modes
2.2.6 Any other content that endangers minors’ safety and health
2.3 Resistance to Illegal Information
2.3.1 The dissemination of illegal content involving prohibited items is prohibited, including but not limited to: drugs, illegal medicines, illegal tools, etc., such as marijuana, opium, prescription drugs, counterfeit money, firearms, tobacco, explosives, VPN software, cheat programs, etc.
2.3.2 The posting of information related to fraudulent or gambling activities is prohibited, including but not limited to: issuing fraudulent information, such as impersonating official customer service or legitimate websites, sending false lottery notifications through SMS, private messages, or links, and designing “pig butchering” scams, etc.
2.4 Resistance to Pornography and Vulgarity
The posting and dissemination of the following content are prohibited:
2.4.1 Content that directly exposes or describes human sexual organs
2.4.2 Content that depicts or implies sexual behavior in a provocative or insulting manner
2.4.3 Content that uses sexually suggestive or provocative language to describe sexual acts, processes, or methods
2.4.4 Content where the entire body or private parts are not covered by clothing, but only obscured by body parts
2.4.5 Content that invades personal privacy, such as upskirt photos, voyeurism, or accidental exposure
2.4.6 Content that uses vulgar and provocative titles to attract clicks
2.4.7 Content prohibited by relevant departments, including deleted scenes from movies that are considered pornographic or indecent
2.4.8 Content that promotes one-night stands, wife-swapping, sexual abuse, etc.
2.4.9 Content related to erotic anime or novels
2.4.10 Content that promotes violence, contains malicious insults, or offends others
2.4.11 Content related to illegal sex medicine advertisements or sexually transmitted disease treatments
2.4.12 Content that maliciously invades others’ privacy
2.4.13 Content that promotes links, images, or text of pornographic websites or indecent online information
III. Transactions and Traffic Diversion
Xiaohongshu prohibits sales behaviors that infringe on consumers’ legitimate rights and interests or disrupt market order. It also prohibits the sale of high-risk content and does not encourage the posting of marketing or traffic-diversion information, including but not limited to:
3.1 Transaction Behavior
3.1.1 Behaviors that infringe on consumers’ legitimate rights and interests, such as counterfeit goods, account theft, or malicious harassment
3.1.2 Behaviors that disrupt market order, such as false advertising, fake transactions, price fraud, or intellectual property infringement
3.1.3 Posting content related to the sale of high-risk items, such as medical aesthetics, medical devices, etc.
3.1.4 Posting other content with a marketing inclination, such as reselling, group buying, or consignment sales
3.2 Traffic Diversion Behavior
3.2.1 Posting contact information for personal traffic diversion, such as phone numbers, WeChat IDs, email addresses, or physical addresses
3.2.2 Posting contact information for traffic diversion to other platforms, such as website links, QR codes, or watermarks
IV. Improper Behavior
Xiaohongshu does not encourage the posting of content that is unfriendly, deceptive, or dangerous. It also prohibits any cheating information or behavior, including but not limited to:
4.1 Unfriendly/Inappropriate Content
4.1.1 Posting content that contains personal attacks or harasses others, such as insults, defamation, malicious provocations, or intentional harassment
4.1.2 Posting content that displays uncivilized behavior, such as smoking in no-smoking areas, obstructing guide dogs, or spitting in public
4.1.3 Posting content that severely affects user experience, such as gory images, clickbait titles, or content that does not match the description
4.1.4 Sharing products or content that are irrelevant, lack real experience, do not reflect true feelings, or overly rely on merchant guidance or official promotional language
4.1.5 Posting content that does not meet general aesthetic standards
4.2 Deceptive Behavior
4.2.1 Fabricating rumors about public figures, such as false information about serious illness, death, or other untruthful content
4.2.2 Posting content that contradicts scientific common sense, such as information in food safety or health care that has been debunked by official or authoritative organizations
4.3 Dangerous Behavior
4.3.1 Dangerous actions that are easily imitable, such as reckless driving, improper use of fire, or tampering with elevators
4.3.2 Dangerous actions without safety warnings or protective measures, such as extreme sports without warnings or high-altitude activities without protection
4.4 Cheating Behavior
4.4.1 Malicious account registration, such as bulk registration
4.4.2 Misusing rights to register or open multiple accounts for improper purposes, such as disrupting the order of the Xiaohongshu platform
4.4.3 Posting notes in an abnormal manner, such as in bulk, at high frequency, or through automated scripts
4.4.4 Using programs, scripts, or other non-normal means to generate false data, such as fake followers, likes, collections, or comments
4.4.5 Engaging in actions that seek improper benefits, harm others’ rights, or interfere with the normal operation of the Xiaohongshu platform, such as malicious framing or reporting
4.4.6 Any other actions that disrupt the order of the Xiaohongshu platform, affect its fairness and authenticity, or are otherwise detrimental to the healthy development of the ecosystem
V. Infringement Behavior
Xiaohongshu prohibits any actions that infringe on the legitimate rights and interests of others, such as impersonation or plagiarism, including but not limited to:
5.1 Rights to Name, Likeness, Reputation, and Privacy
5.1.1 Using information without authorization to impersonate others by registering accounts or using their names or avatars
5.1.2 Damaging others’ reputation or business reputation by posting false statements or spreading misinformation, such as personal life or business-related negative content
5.1.3 Disclosing personal privacy information without authorization, such as ID numbers, home addresses, medical history, or financial credit status
5.2 Intellectual Property and Other Rights
5.2.1 Posting content that infringes on others’ copyright without authorization, such as videos, photos, or text
5.2.2 Infringing on registered business names, trademarks, trade names, or product packaging of others
5.2.3 Posting content that infringes on others’ patent rights without authorization, such as offering for sale
5.2.4 Disclosing commercial secrets or other confidential information without authorization
5.2.5 Posting content intended to spread information about counterfeit or substandard goods
VI. Violation Handling
6.1 Determination Criteria
A user may be deemed in violation if any of the following occurs:
6.1.1 Manual inspection identifies a violation of these guidelines
6.1.2 The Xiaohongshu algorithm system detects abnormal data during a periodic review
6.2 Violation Handling Measures
Based on its independent determination of the facts (nature and severity of the violation, etc.), Xiaohongshu may independently decide to take one or a combination of the following measures:
6.2.1 Content handling: Deducting cheating data, restricting display scope, prohibiting display, or pursuing legal liability
6.2.2 Account handling: Restricting account functions (e.g., cheating accounts cannot apply to be creators), restricting display scope, account muting, account banning, or pursuing legal liability
VII. Friendly Links
7.1 Community Convention: Xiaohongshu Community Convention
7.2 Commercial Promotion Notes: Promotion Notes Community Guidelines
When a user violates the community guidelines, the Xiaohongshu platform will take corresponding actions against the non-compliant content and users and will notify them accordingly. If there are any objections to the handling results, feedback can be provided through the APP – Help & Customer Service – Note/Account Appeal.
Maintaining a healthy community environment relies on the joint efforts of all users. We welcome users to report any potentially non-compliant content with a single click.
The Xiaohongshu platform will continuously adjust and modify the community guidelines based on laws and regulations and community management experience. To maintain a positive community atmosphere, the platform has the right to take actions in accordance with the community guidelines against any behavior that violates the guidelines or disrupts the community ecosystem.
Original link ：https://agree.xiaohongshu.com/h5/terms/ZXXY20221213003/-1
