小红书营销打假升级 如何防止广告信任被透支

Core Insights - The article highlights the ongoing issue of fake marketing on social media platforms, particularly focusing on Xiaohongshu's efforts to combat this problem through various initiatives and strategies [1][2][3][4][5] Group 1: Fake Marketing Issues - Xiaohongshu has identified a significant rise in fake marketing activities, with over 12 million fake accounts banned and 13.76 million fake marketing posts removed since March [1] - The platform has faced challenges from organized groups, such as the "Zhengzhou Gang," which utilize mass content replication to promote counterfeit products, leading to a deterioration of platform integrity [2][3] - Fake marketing tactics have evolved, with organizations adapting their strategies to bypass detection, such as using lifestyle content to disguise promotional posts [3] Group 2: Governance and Countermeasures - Xiaohongshu has established a dedicated "anti-fake marketing task force" divided into five governance areas: account, content, industry, brand, and search [4] - The platform is focusing on two main types of fake accounts: those operated by institutions posing as ordinary users and those created through crowdsourcing to publish identical fake marketing content [4][5] - Xiaohongshu has implemented a "brand clearing system" to blacklist non-compliant brands and is utilizing AI technology to enhance its detection capabilities, including over 20 AI recognition models [5]