Core Viewpoint - Douyin E-commerce has initiated a special campaign to combat false marketing in the liquor sector, addressing a long-standing issue that has resulted in the disposal of over 2,000 non-compliant products and 690 non-compliant merchants in the past three months [1] Group 1: Industry Issues - The liquor false marketing problem is persistent and has strong concealment, becoming a chronic issue in the industry [1] - Consumers are often misled by "low-price gimmicks" and other marketing tactics, which creates opportunities for counterfeit and substandard products [1] Group 2: Company Actions - Douyin E-commerce has identified that some merchants and influencers are using well-known liquor brands like "Moutai" and "Guojiao" for false advertising and suspiciously low pricing, which severely harms consumer rights [1] - The platform adheres to principles of "authenticity, verifiability, and traceability" in its governance approach, focusing on combating exaggerated promises, low-price baiting, and lack of brand qualifications [1] - The company has conducted a special governance initiative, resulting in the disposal of over 2,000 non-compliant products and involving 690 non-compliant merchants in the last three months [1]

人民财讯11月11日电，抖音电商安全与信任中心发文称，抖音电商在日常巡查时发现，个别商家、达人 借"茅台""国窖"等知名酒品进行虚假宣传、"低价"引流、甚至存在涉假货嫌疑的异常低价行为，严重损 害消费者权益。平台始终坚持"真实性、可核验、可追溯"的治理原则，重点打击以夸大承诺、低价引 流、缺乏品牌资质等违规行为，坚决维护消费者合法权益与市场秩序。依据《虚假宣传：售后服务不符 实施细则》等规则，平台已开展专项治理，近三个月，共处置违规商品超2000个、涉及违规商家690 个。 ...

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]

Core Insights - The article discusses the significant efforts by Xiaohongshu to combat false marketing, which disrupts the community ecosystem and fair business practices [2][9] - Xiaohongshu has established a dedicated team to tackle false marketing, achieving notable results since its formation in March, including banning over 12 million fake accounts and reducing false marketing content exposure by 60% [2][9] Group 1: Company Initiatives - Xiaohongshu's "Anti-False Marketing Team" was officially introduced during an event aimed at addressing false marketing issues [2][3] - The platform has seen its monthly active users surpass 300 million, becoming a leading choice for users seeking travel reviews and lifestyle advice [3] - The team has implemented a multi-faceted governance approach, focusing on account, content, industry, brand, and search management to effectively combat false marketing [4][6] Group 2: Governance Strategies - Account governance targets the source of false marketing by identifying abnormal behaviors and banning over 12 million fake accounts in six months [5] - Content governance focuses on accurately identifying and removing fake notes and comments, particularly those that mislead users into thinking they are genuine recommendations [5][6] - The industry governance team investigates marketing tactics within critical sectors like education and real estate, establishing strict qualification standards and content regulations [6] Group 3: Technological Enhancements - Xiaohongshu has upgraded its AI models to better identify and combat false marketing, tailoring models to specific scenarios to enhance detection accuracy [8] - The platform has developed a "Black Seed Database" containing 180,000 samples of violations, allowing for real-time comparison and interception of new content [8] - The introduction of the "Ecological Sentinel" system helps identify abnormal content patterns quickly, improving the efficiency of false marketing detection [8] Group 4: Impact and Future Goals - The ongoing efforts have led to a 20% decrease in user negative feedback regarding search results and a 10% increase in user satisfaction with community content [9] - Xiaohongshu aims to make the cost of false marketing exceed the benefits, thereby reducing the motivation for brands to engage in such practices [7][9] - The battle against false marketing is seen as a long-term commitment, with the goal of fostering a genuine and friendly community atmosphere [9][10]

一家三口站在某所知名小学校门前，松弛合照，下方评论区都在问询，"这么优秀的娃，究竟该怎么培养？"看似不经意的发帖，背后却是一番精心策划的 计算。 流量越涨越快，问询评论越来越多。终于，发帖人将育儿的话题引向一门编程课链接。 这便是小红书打击虚假营销战队分享的一则虚假营销的典型案例。 为何小红书会如此痛恨虚假营销？核心在于，成立12年来，依托最核心的特质——真实，小红书聚集了大量用户在社区内真诚友好分享，伴随种草文化的 生根发芽，它也逐渐成长为消费决策的关键一站。此类虚假营销，正在对小红书社区的真实属性发起挑战，不仅严重搅乱原有的社区生态，也损害了在小 红书商业生态中经营成长的品牌与商家的正当权益。 随着消费决策链路的下移，互联网内容平台成为品牌商家抢占心智的必争之地。竞争之中泥沙俱下，虚假营销开始成为这些平台的普遍乱象。低质、虚假 内容，以刷量、控评等手段操纵流量走向，破坏着用户对平台的信任。两个月前，以每天批量复制爆款内容生产出海量笔记，广泛投放于素人账号的郑州 模式也让这一话题受到了更广泛的关注。 打击虚假营销，已经成为今天所有平台的共识。从今年来，多个平台陆续推出新规治理"虚假营销"等不当行为。 作为一 ...

Core Viewpoint - The article emphasizes the urgent need to combat false marketing practices that undermine user trust on content platforms, particularly in the context of rising competition and the prevalence of low-quality, deceptive content [2][3][21]. Group 1: Background and Context - The shift in consumer decision-making has led to content platforms becoming battlegrounds for brands, resulting in widespread false marketing practices [2]. - The emergence of the "Zhengzhou model," which involves mass-producing viral content and distributing it through ordinary accounts, has drawn attention to the issue of false marketing [2]. Group 2: Actions Taken Against False Marketing - Multiple platforms have reached a consensus to combat false marketing, with Xiaohongshu (Little Red Book) taking a strong stance by forming a "False Marketing Combat Team" in March [3][9]. - Since its establishment, the team has banned over 12 million false accounts, dealt with 13.76 million false marketing posts, and removed over 360 million false comments, resulting in a 60% overall decrease in false marketing content [9][12]. Group 3: Governance Strategies - Xiaohongshu's governance strategy includes five main areas: account governance, content governance, industry governance, brand governance, and search governance, supported by a technical team [12]. - The account governance focuses on identifying and banning "pseudo-influencer" and "crowdsourced" accounts, while content governance aims to clean up posts with disguised advertisements and fake comments [12]. Group 4: Challenges and Adaptations - False marketing has evolved into a sophisticated operation, making it challenging for the combat team to keep up, likening the situation to a cat-and-mouse game [14][15]. - The team has had to continuously adapt its algorithms and strategies to counteract the tactics employed by false marketing organizations, which have become increasingly adept at evading detection [14][19]. Group 5: Community Trust and Brand Integrity - The integrity of Xiaohongshu's community, built on authenticity, is at risk due to false marketing, which can erode user trust and disrupt the ecosystem for legitimate brands [8][22]. - The platform prioritizes maintaining a genuine user-generated content (UGC) environment, even at the cost of some search data metrics, to ensure that users receive authentic content [24]. Group 6: Future Outlook - The combat against false marketing is described as a long-term battle, with the goal of making the cost of false marketing exceed its benefits, thereby rendering it obsolete [26].

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]