小红书成立“打击虚假营销战队”，半年封禁1200万个虚假账号

Core Insights - Xiaohongshu has established a "Fake Marketing Task Force" since March this year, resulting in the banning of over 12 million fake accounts, handling 13.76 million fake marketing posts, and cleaning up over 360 million fake comments, leading to a 60% overall decrease in fake marketing content [2][3] Group 1: Actions Taken - The task force has implemented a systematic and comprehensive governance approach, breaking down departmental barriers and focusing on five key areas: account, content, industry, brand, and search [2] - The team has identified two main types of fake accounts: "pseudo-influencer" accounts operated by institutions and "crowdsourced" accounts that recruit ordinary users to post fake marketing content [2] - Over the past six months, the team has captured "abnormal behaviors" of accounts and identified violations through multiple dimensions, resulting in the banning of over 12 million fake accounts [2] Group 2: Technology and Models - Xiaohongshu has upgraded its "template-based post recognition model" and "fake comment recognition model" to identify and handle typical fake marketing posts and comments, processing 13.76 million fake marketing posts and over 360 million fake comments in six months [3][4] - The exposure of template-based posts has decreased by 82% within two months due to the upgraded recognition models [4] - The user feedback rate on search results has decreased by 20%, and user satisfaction with community content has increased by 10% since the establishment of the task force [4] Group 3: Industry Governance - The industry governance team has developed strict qualification standards and clear content regulations, leading to a 90% and 50% decrease in the concentration of violations in the study abroad, marriage, real estate, and cultural tourism sectors [3] - Xiaohongshu has created a "Brand Blacklist" to monitor and penalize brands involved in fake marketing, implementing tiered punishment measures for violations [3]