Rednote Xiaohongshu Community Guidelines (Updated by Lotus Social Agency)
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 Principles
Xiaohongshu promotes content that aligns with positive social values in China. Your content should:
Comply with the Chinese Constitution and laws
Reflect core socialist values (prosperity, democracy, civility, harmony, freedom, equality, justice, rule of law, patriotism, dedication, integrity, friendship)
Encourage patriotism, collectivism, and socialism
Promote correct narratives of Chinese history, culture, and national identity
Uphold public ethics and respect social order
Share scientific knowledge and critical thinking
Advocate for healthy, positive lifestyles
Legal & Regulatory Compliance on Xiaohongshu
2.1 Basic Legal Requirements
Xiaohongshu strictly prohibits content that:
Violates constitutional principles
Threatens national security or unity
Harms the national image or incites ethnic hatred
Promotes cults, superstition, or religious extremism
Spreads rumors or disrupts public order
Contains pornography, gambling, or violence
Insults or slanders individuals
Glorifies historical aggressors or insults national heroes
Slanders government leaders or misuses official images
2.2 Protecting Minors on Xiaohongshu
Under its Minor Mode, Xiaohongshu regulates content to protect children and teens. Prohibited content includes:
Child pornography or sexual exploitation
Depictions of violence or bullying against minors
Privacy breaches (e.g., ID, location, medical info)
Promotion of alcohol, smoking, religion, or cults to minors
Hacks or tricks to disable parental controls
2.3 Prohibited Items & Illegal Products
Xiaohongshu bans the promotion or sale of:
Drugs, firearms, counterfeit money, explosives
Illegal software, such as VPNs or cheating programs
Gambling or scam-related content
2.4 Adult & Vulgar Content
Strictly prohibited content includes:
Nudity or sexual imagery
Suggestive or explicit language
Voyeuristic or privacy-invading footage
Vulgar, clickbait titles
Erotic animations or novels
Sexual abuse narratives or one-night stand promotions
Sales, Marketing & Redirecting Traffic on Xiaohongshu
3.1 Sales Behavior Rules
On Xiaohongshu, all e-commerce and brand activities must avoid:
Selling counterfeit or unsafe products
Misleading advertising or price fraud
Violations of intellectual property rights
3.2 Traffic Diversion & External Links
To protect the platform ecosystem, Xiaohongshu prohibits:
Sharing external links, phone numbers, WeChat IDs, or QR codes
Directing traffic to outside platforms for sales or follow-ups
Content Integrity: Misconduct & Fraud Prevention
4.1 Inappropriate Content
Avoid content that:
Personally attacks or harasses others
Features uncivil behavior (e.g., spitting, public smoking)
Includes gore or disturbing imagery
Lacks authenticity or relies solely on marketing language
4.2 False Information
Content must be factual. Xiaohongshu bans:
Celebrity death hoaxes or rumor-mongering
Pseudoscience and debunked health claims
4.3 Unsafe or Dangerous Content
Do not post:
Dangerous stunts or reckless behavior
Risky content without clear safety measures
4.4 Fraudulent Actions
Xiaohongshu prohibits:
Fake accounts or bulk registrations
Automated posting or bot behavior
Buying fake followers, likes, or engagement
Malicious reporting or manipulating the platform
Intellectual Property & Privacy Violations
5.1 Personal Rights Infringement
Do not:
Impersonate others using their name or photo
Spread unverified rumors or personal attacks
Expose private information (e.g., address, medical data)
5.2 Copyright & Trademark Violations
Xiaohongshu prohibits:
Unauthorized reposts of images, videos, or text
Use of others' brand names, logos, or packaging
Sharing confidential business information
Promoting counterfeit or copycat products
Xiaohongshu Penalties & Enforcement
6.1 Violation Detection
Accounts may be flagged through:
Manual moderation
Automated system analysis for abnormal behavior
6.2 Possible Penalties
Depending on the violation’s severity, Xiaohongshu may:
Remove or hide content
Mute or restrict accounts
Ban accounts permanently
Pursue legal action if necessary
Xiaohongshu Content & Interaction Guidelines
Content Do’s
Be original and authentic
Disclose paid or gifted collaborations
Avoid flaunting luxury or wealth
Provide accurate and evidence-based advice
Avoid excessive beauty filters or editing
Be respectful and considerate when involving others
Interaction Don’ts
Don’t judge others based on appearance
Don’t leave negative or hurtful comments
Promote a supportive, respectful community
Commerce & Brand Marketing Rules
For Merchants
Apply for a professional business account
Accurately describe your product offerings
Respect customer rights and IP protections
Complete transactions within Xiaohongshu’s system
For Brand Marketing
Use the Dandelion Platform for influencer partnerships
Ensure collaborations are genuine and value-driven
Avoid smear campaigns and unethical competitor targeting
Banned Keywords on Xiaohongshu
Beyond 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.
