Rednote Xiaohongshu Community Guidelines (Updated by Lotus Social Agency)

Rednote Xiaohongshu Community Guidelines (Updated by Lotus Social Agency) Brands Entering the Chinese Market May 24 Written By Lotus Team As Rednote (Xiaohongshu/ Little Red Book) continues to grow as one of China’s most influential lifestyle platforms, content creators, influencers, and brands must understand and comply with Xiaohongshu's rules to ensure content visibility and account safety. This guide by Lotus Social Agency, your trusted partner for Xiaohongshu content strategy and compliance, outlines the latest Xiaohongshu community rules and prohibited content types.Xiaohongshu Values & Core PrinciplesXiaohongshu promotes content that aligns with positive social values in China. Your content should:Comply with the Chinese Constitution and lawsReflect core socialist values (prosperity, democracy, civility, harmony, freedom, equality, justice, rule of law, patriotism, dedication, integrity, friendship)Encourage patriotism, collectivism, and socialismPromote correct narratives of Chinese history, culture, and national identityUphold public ethics and respect social orderShare scientific knowledge and critical thinkingAdvocate for healthy, positive lifestylesLegal & Regulatory Compliance on Xiaohongshu2.1 Basic Legal RequirementsXiaohongshu strictly prohibits content that:Violates constitutional principlesThreatens national security or unityHarms the national image or incites ethnic hatredPromotes cults, superstition, or religious extremismSpreads rumors or disrupts public orderContains pornography, gambling, or violenceInsults or slanders individualsGlorifies historical aggressors or insults national heroesSlanders government leaders or misuses official images2.2 Protecting Minors on XiaohongshuUnder its Minor Mode, Xiaohongshu regulates content to protect children and teens. Prohibited content includes:Child pornography or sexual exploitationDepictions of violence or bullying against minorsPrivacy breaches (e.g., ID, location, medical info)Promotion of alcohol, smoking, religion, or cults to minorsHacks or tricks to disable parental controls2.3 Prohibited Items & Illegal ProductsXiaohongshu bans the promotion or sale of:Drugs, firearms, counterfeit money, explosivesIllegal software, such as VPNs or cheating programsGambling or scam-related content2.4 Adult & Vulgar ContentStrictly prohibited content includes:Nudity or sexual imagerySuggestive or explicit languageVoyeuristic or privacy-invading footageVulgar, clickbait titlesErotic animations or novelsSexual abuse narratives or one-night stand promotionsSales, Marketing & Redirecting Traffic on Xiaohongshu3.1 Sales Behavior RulesOn Xiaohongshu, all e-commerce and brand activities must avoid:Selling counterfeit or unsafe productsMisleading advertising or price fraudViolations of intellectual property rights3.2 Traffic Diversion & External LinksTo protect the platform ecosystem, Xiaohongshu prohibits:Sharing external links, phone numbers, WeChat IDs, or QR codesDirecting traffic to outside platforms for sales or follow-upsContent Integrity: Misconduct & Fraud Prevention4.1 Inappropriate ContentAvoid content that:Personally attacks or harasses othersFeatures uncivil behavior (e.g., spitting, public smoking)Includes gore or disturbing imageryLacks authenticity or relies solely on marketing language4.2 False InformationContent must be factual. Xiaohongshu bans:Celebrity death hoaxes or rumor-mongeringPseudoscience and debunked health claims4.3 Unsafe or Dangerous ContentDo not post:Dangerous stunts or reckless behaviorRisky content without clear safety measures4.4 Fraudulent ActionsXiaohongshu prohibits:Fake accounts or bulk registrationsAutomated posting or bot behaviorBuying fake followers, likes, or engagementMalicious reporting or manipulating the platformIntellectual Property & Privacy Violations5.1 Personal Rights InfringementDo not:Impersonate others using their name or photoSpread unverified rumors or personal attacksExpose private information (e.g., address, medical data)5.2 Copyright & Trademark ViolationsXiaohongshu prohibits:Unauthorized reposts of images, videos, or textUse of others' brand names, logos, or packagingSharing confidential business informationPromoting counterfeit or copycat productsXiaohongshu Penalties & Enforcement6.1 Violation DetectionAccounts may be flagged through:Manual moderationAutomated system analysis for abnormal behavior6.2 Possible PenaltiesDepending on the violation’s severity, Xiaohongshu may:Remove or hide contentMute or restrict accountsBan accounts permanentlyPursue legal action if necessaryXiaohongshu Content & Interaction GuidelinesContent Do’sBe original and authenticDisclose paid or gifted collaborationsAvoid flaunting luxury or wealthProvide accurate and evidence-based adviceAvoid excessive beauty filters or editingBe respectful and considerate when involving othersInteraction Don’tsDon’t judge others based on appearanceDon’t leave negative or hurtful commentsPromote a supportive, respectful communityCommerce & Brand Marketing RulesFor MerchantsApply for a professional business accountAccurately describe your product offeringsRespect customer rights and IP protectionsComplete transactions within Xiaohongshu’s systemFor Brand MarketingUse the Dandelion Platform for influencer partnershipsEnsure collaborations are genuine and value-drivenAvoid smear campaigns and unethical competitor targetingBanned Keywords on XiaohongshuBeyond its content rules, Xiaohongshu also restricts SEO keyword usage. Avoid using terms that exaggerate or mislead, including:Superlatives like “Best,” “No.1,” “Cheapest,” “Ultimate”Claims of official endorsement (e.g., “Health Bureau Recommended”)Phrases making absolute guarantees (e.g., “Cure All,” “100% Effective”)Religious, superstitious, or politically sensitive terms✅ Pro Tip from Lotus Social Agency: Review your captions and product descriptions carefully before publishing. Xiaohongshu's AI-powered moderation system automatically filters banned keywords and may limit post visibility or disable your account.Need Help with Xiaohongshu Strategy?At Lotus Social Agency, we specialize in Rednote brand localization, content creation, influencer partnerships, and community compliance. Whether you're launching your first campaign or optimizing your existing content, our expert team can help you stay compliant and reach your audience.👉 Visit www.lotussocialagency.com or contact us for a free Xiaohongshu compliance audit. Xiaohongshu (RedNote)Platform Compliance Lotus Team We empower overseas companies in the Chinese market with social content Previous Previous Top 5 Mistakes Beginners Make on Rednote (And How to Fix Them Fast) Next Next Xiaohongshu (RedNote) Marketing Agency – Grow Your Brand with Lotus Social Agency