小红书成立“战队”重拳打击虚假营销，半年清理违规内容超千万条

Core Insights - Xiaohongshu has launched a "Fake Marketing Combat Team" to combat false marketing practices, achieving significant results since its establishment in March 2023, including the banning of over 12 million fake accounts and the removal of 13.76 million fake marketing posts [1][3][13] Governance Strategy - The team is composed of members from various departments, including ecological governance, product, and algorithms, to create a collaborative approach to tackle fake marketing, moving away from a passive response to a proactive strategy [3][4] - The governance strategy includes five key areas: account governance, content interception, industry oversight, brand tracing, and search optimization, allowing for a comprehensive approach to combat fake marketing [4][5] Account Governance - The team focuses on two main types of fake accounts: "pseudo-influencer" accounts created by organizations and "crowdsourced" accounts that publish identical fake marketing posts and comments [5][6] - Over 12 million fake accounts have been banned in six months, with a focus on identifying abnormal behaviors and using multi-dimensional data for detection [6] Content and Brand Governance - Xiaohongshu has established a "Brand Tracing System" to identify and penalize brands involved in fake marketing, creating a "black brand database" to monitor and respond to violations [7][9] - The platform has seen a 90% and 50% reduction in violations in the study abroad and real estate sectors, respectively, due to strict qualification standards and content regulations [6] Technological Advancements - The use of AI models has significantly improved the efficiency of identifying and handling fake marketing content, reducing response times from weeks to hours [9][11] - The team has developed over 50 core governance strategies and more than 20 AI recognition models to enhance detection capabilities [9][11] User Experience and Community Impact - Since the establishment of the team, user feedback on search results has decreased by 20%, and user satisfaction with community content has increased by 10% [13] - The team aims to make the cost of fake marketing higher than the benefits, encouraging brands and creators to engage in authentic marketing practices [14][15]