6543810.5, according to Xiaohongshu, in response to the special action of "clearing the field, cracking down on traffic fraud, black public relations and network water army", Xiaohongshu recently launched a new round of "false marketing" governance project. After the first batch of 29 brands suspected of illegal marketing were banned, the platform carried out the second batch of governance, and 39 consumer brands, medical beauty institutions and medical beauty product brands suspected of illegal marketing were banned. It is understood that compared with the first batch of banned brands, the second batch of governance scope of Xiaohongshu has expanded to offline commercial entities, from consumer goods brands to offline medical beauty institutions and medical beauty product brands. Among them, there are Astor, Fuai, Shanghai Hua Gang, Star Jimei, Maybelle, Milan Berrillo, Zhenyansong, Eli Meiyan and other 15 medical and beauty institutions, and three medical and beauty products brands such as Times Angel, Haimei and Yifuquan. This means that when users search for these brands or organizations in Xiaohong Bookstore, relevant comments will no longer be displayed. The search results page only displays the prompt that "the brand is suspected of illegal marketing", and the relevant content is not displayed. The person in charge of the "false marketing" governance of Xiaohongshu introduced that medical and beauty institutions were the first batch of offline commercial entities to be banned because "they are the hardest hit areas for illegal offline marketing. Once this information causes bad influence and misleading to users, the consequences are very serious. The scope of follow-up platform governance will cover more different types of offline merchants. " Xiaohongshu has been targeted by many brands because of her strong mind of planting grass. Brands seek a large number of amateurs through external intermediaries or platforms in the form of product/service substitution or cashing, and lay illegal marketing content on the platform. According to media reports, this kind of "write-and-send" gray production link is usually: the brand or the third-party intermediary agency that undertakes the brand demand, through the third-party order-taking intermediary platform represented by "crab notice", "red notice" and "micro-media notice", recruits a large number of paying amateurs in Xiaohongshu with objects/services or cash ranging from 0- 1000 yuan. When you open the "crab notice", you can find that there are a lot of recruitment information of offline medical and beauty institutions in the recruitment information of "exploring stores". Publishing institutions are all over the country, and the fees range from as low as 100 yuan to as high as 10 thousand yuan. These recruitment information have different thresholds for amateurs. Some recruit "more than 500 fans can participate", while others require me to appear in the camera and authorize the right to use the portrait. Compared with some consumer brands that regard Little Red Book as the main position of illegal marketing, these offline medical and beauty institutions generally require subscribers to publish it on Little Red Book, Tik Tok, Weibo and public comment platforms. "Crab Notice" Recruitment Information At the same time, Xiaohongshu and China Network Social Organization Federation (referred to as "China Network") held an industry seminar on "Network Ecological Governance". Zhang Hui, Deputy Secretary-General of China Network and Professor of Law in Peking University, Xue Jun, Director of Peking University E-commerce Law Research Center, Zhu Wei, Deputy Director of Communication Law Center of China University of Political Science and Law, He Yanzhe, Director of Information Security Research Center of China Institute of Electronic Technology Standardization, Liu Xiaochun, Executive Director of Internet Law Research Center of China Academy of Social Sciences, Shen Lian, Editor-in-Chief of Xiaohongshu Company, and others discussed issues such as cracking down on traffic fraud, illegal marketing and chaos in the network water army. In the seminar, Zhu Wei said that the harm of illegal marketing has two aspects: the first is the destruction of the ecology of the Internet platform, and the second is the violation of consumers' and users' right to know. Xue Jun pointed out that in order to effectively crack down on the network black ash production, governance needs to clarify the ecological chain, industrial chain and interest chain. If we only pay attention to one plate, the upstream and downstream problems will not be solved, and it is difficult to effectively cure the problem. At the same time, Xue Jun believes that illegal marketing and other issues need industry linkage, and each platform will crack down on and control the black ash production platform. "We will adhere to the governance of illegal marketing for a long time. This is a protracted war, and there are many governance difficulties that cannot be completely overcome by a single platform. For example, we have not found a particularly good way to attack third-party order-taking intermediary platforms such as Red Notice and Crab Notice. " Shen Lian said at the seminar. He said that the core action of Xiaohongshu's "false marketing" governance project is to explicitly ban a number of brands suspected of illegal marketing. "No business, no harm." Many times, the brand is the source of illegal marketing, which has commercial interests. "