Compliance Operations
Overview
Core Principles of Compliance Operations: Understand the Rules, Abide by the Rules, Proactive Compliance, Long-termism.
Xiaohongshu has strict community guidelines and content rules. Compliance operations are not passively "not violating rules", but actively understanding the platform's rule orientation, internalizing the rules into creation guidelines, and achieving long-term stable development.
Application Scenarios
Typical situations where this skill is needed:
- New account initialization, need to understand platform rules
- Content is restricted or penalized for violations
- Uncertain whether content is compliant
- Want to avoid account risks
- Need to appeal against violation penalties
- Want to learn about the latest platform rules
Classification of Violation Types:
- Content Violations: False advertising, low-quality content, plagiarism and reposting
- Marketing Violations: Excessive marketing, diversion behavior, fake transactions
- Behavior Violations: Data brushing, malicious reporting, harassing users
- Legal Violations: Illegal content, infringement, inappropriate remarks
Core Modes
❌ Passive Response Mindset
Unaware of the rules
↓
Unintentional violation
↓
Penalized
↓
Temporary rectification
↓
Repeat violation
↓
Accumulated account risks
✅ Proactive Compliance Mindset
Learn the rules
↓
Understand the rule orientation
↓
Internalize rules into creation guidelines
↓
Proactive compliance
↓
Long-term stable development
↓
Improved account health
Key Differences:
- Passive: Unaware of rules, learn only after violation
- Active: Learn rules first, avoid violations
Quick Reference
| Violation Type | Severity | Penalties | Prevention Methods |
|---|
| False Advertising | High | Traffic restriction/ Demotion/ Account ban | True advertising, retain evidence |
| Excessive Marketing | Medium | Traffic restriction/ Warning | Value first, marketing second |
| Plagiarism & Reposting | High | Content removal/ Point deduction | Original content, authorized use |
| Diversion Behavior | Medium | Warning/ Traffic restriction | Abide by platform rules |
| Data Brushing | High | Point deduction/ Account ban | Real data, honest operation |
Implementation Steps
Step 1: Learn Platform Rules
Core Logic: You cannot comply if you don't understand the rules. Systematic learning is the first step.
1.1 Core Rule Documents
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**Required Rule Documents:**
**1. Xiaohongshu Community Guidelines:**
Location: Xiaohongshu Official Website → Community Guidelines
Core Content:
- Prohibited content types
- Definition of violation behaviors
- Description of penalty measures
- Appeal process
Importance: ⭐⭐⭐⭐⭐
**2. Content Creation Guidelines:**
Core Content:
- Content quality standards
- Prohibited content types
- Explanation of recommendation mechanism
- Risk factors for traffic restriction
Importance: ⭐⭐⭐⭐⭐
**3. Commercial Behavior Guidelines:**
Core Content:
- Advertising labeling requirements
- Transaction norms
- Evaluation norms
- Return and rights protection norms
Importance: ⭐⭐⭐⭐
**4. Intellectual Property Guidelines:**
Core Content:
- Copyright protection
- Trademark usage
- Portrait rights
- Infringement handling
Importance: ⭐⭐⭐⭐
1.2 Rule Interpretation
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**Key Rule Interpretations:**
**False Advertising:**
Definition:
- Exaggerate product effects
- Fabricate usage experience
- Make false promises
- Counterfeit and shoddy goods
Examples:
❌ "Look 10 years younger after one use"
❌ "100% effective"
❌ "No side effects at all"
✅ "Tested effective, results vary from person to person"
✅ "90% of users reported effectiveness"
Definition:
- Frequent hard-sell ads
- Pure promotional content
- No value output
- Guide off-platform transactions
Examples:
❌ Every post is product promotion
❌ Directly leave WeChat/phone number
❌ Guide private message purchases in comments
✅ 80% value + 20% marketing
✅ Complete transactions within the platform
Definition:
- Empty content
- Low information volume
- No practical value
- Repetitive and monotonous
Examples:
❌ Pure images without text
❌ "Goods sharing" without detailed explanation
❌ Plagiarize others' content
✅ Detailed explanation and value output
✅ Original content
1.3 Rule Update Tracking
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**Stay Updated on Rules:**
**Official Channels:**
-
Xiaohongshu Official Announcements
- Check regularly
- Focus on rule updates
-
Creator Center
- Rule reminders
- Violation notifications
-
Official Communities/Events
- Rule training
- Case sharing
- Check rule updates monthly
- Follow official announcements
- Participate in official training
- Join creator communities
Step 2: Content Compliance Check
Core Logic: Proactively check before publishing to avoid violations.
2.1 Pre-publishing Check List
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**Content Compliance Checklist:**
**Content Authenticity:**
✓ Real product experience
✓ Objective effect description
✓ No exaggerated promises
✓ Data has sources
Check:
- Is there any exaggerated advertising?
- Are there any false promises?
- Is the effect description objective?
- Is there any fabricated content?
**Advertising Labeling:**
✓ Clearly label commercial content
✓ Disclose cooperative relationships
✓ Identify advertising content
✓ Explain free gifts
Check:
- Is it a commercial cooperation?
- Is "Advertisement" clearly labeled?
- Is the cooperative relationship explained?
**Intellectual Property:**
✓ Original or authorized images
✓ Licensed music
✓ Original content
✓ Cite sources when quoting
Check:
- Do the images have copyright?
- Is the BGM licensed?
- Is there any plagiarism from others?
- Are sources cited for quotes?
✓ No political content
✓ No sensitive topics
✓ No controversial events
✓ No illegal content
Check:
- Are there any sensitive words?
- Does it involve sensitive topics?
- Is there any risky content?
2.2 Marketing Compliance
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**Commercial Content Norms:**
**Advertising Labeling:**
Mandatory:
- Label "Advertisement" or "Promotion"
- Disclose cooperative relationships
- Clearly state sponsorship nature
Placement:
- Title or opening
- Prominent position
- No concealment
Examples:
"This is a cooperative content with XX brand"
"Advertisement Time: Recommendation of XX Product"
Requirements:
- Real experience
- Objective evaluation
- Mention both advantages and disadvantages
- No misleading
Notes:
- Do not guarantee effects
- Do not promise returns
- Do not exaggerate advertising
- No false reviews
Prohibited:
- Guide off-platform transactions
- Private transfers
- Bypass the platform
- Violate platform rules
Allowed:
- Transactions within the platform
- Xiaohongshu Shopping Cart
- Official Stores
- Platform Links
2.3 Copyright Compliance
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**Copyright Protection:**
**Image Copyright:**
Principles:
- Use original images
- Or obtain authorization
- Or use free image libraries
- Cite sources
Free Image Libraries:
Notes:
- Even free images require attribution
- Confirm authorization for commercial use
Platform Music Library:
✓ Use music provided by the platform
✓ Legally authorized
External Music:
⚠️ May infringe copyright
✓ Confirm copyright before use
Recommendation:
Prioritize using the platform's music library
Originality Requirements:
- Created by yourself
- Unique perspectives
- Exclusive content
- No plagiarism or reposting
Citation Norms:
- Quote only partial content
- Cite sources
- Do not copy large sections
- Do not pass off as original
Step 3: Account Health Management
Core Logic: Account health affects traffic and recommendations. Proactive maintenance is required.
3.1 Account Health Monitoring
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**Health Metrics:**
**Check in Creator Center:**
-
Account Score
- Full score is 100
- Pay attention if below 80
- Severe if below 60
-
Violation Records
- View historical violations
- Analyze violation reasons
- Avoid repeating mistakes
-
Traffic Restriction Notifications
- Whether traffic is restricted
- Reasons for restriction
- Resolution methods
-
Content Review
- Review status
- Review results
- Reasons for rejection
**Self-inspection Tools:**
- Creator Center → Account Health
- Check all metrics
- Rectify problems promptly
3.2 Risk Prevention
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**Risk Prevention Measures:**
**Content Publishing:**
Strategies:
- Self-inspect before publishing
- Test sensitive content
- Publish on a small scale
- Observe data feedback
Avoid:
- Publishing a large amount of content at once
- Testing the boundaries of sensitive content
- Playing edge balls
Prohibited:
- Data brushing (followers/likes/comments)
- Malicious reporting of others
- Bulk private message harassment
- Illegal diversion
Principles:
- Operate with integrity
- Real data
- Respect users
- Abide by rules
Use with caution:
- Follower purchase (❌ Violation)
- Like brushing (❌ Violation)
- Data falsification (❌ Violation)
- Automation tools (⚠️ Risky)
Recommendations:
- Do not use illegal tools
- Do not trust "quick follower growth"
- Rely on real content for growth
Step 4: Violation Handling
Core Logic: Even with caution, violations may occur, so you need to know how to handle them.
4.1 Handling of Violation Types
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**Response to Common Violations:**
**Content Violations:**
Penalties:
- Content removal
- Point deduction
- Function restrictions
Response:
- Check violation notifications
- Understand violation reasons
- Delete or modify content
- Avoid repeating mistakes
- Appeal if necessary
**Account Traffic Restriction:**
Symptoms:
- Sudden drop in views
- Zero new followers
- Content not recommended
Reasons:
- Accumulated violations
- Decline in content quality
- Abnormal account behavior
- Reported by others
Response:
- Stop publishing for 3-7 days
- Check violation records
- Delete problematic content
- Improve content quality
- Wait for recovery
Types:
- Temporary ban (can be lifted)
- Permanent ban (cannot be lifted)
Response to Temporary Ban:
- Check ban reasons
- Submit appeal materials
- Commit to rectification
- Wait for review
Permanent Ban:
- Basically cannot be lifted
- Consider starting over
4.2 Appeal Process
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**Appeal Steps:**
**Step 1: Understand the Penalty:**
- Check penalty notifications
- Understand violation clauses
- Confirm penalty reasons
- Judge if it is a wrongful penalty
**Step 2: Prepare Materials:**
Appeal Materials:
- Screenshot of violating content
- Appeal reason explanation
- Evidence materials (for wrongful penalties)
- Rectification commitment
Notes:
- Real materials
- Sufficient reasons
- Sincere attitude
**Step 3: Submit Appeal:**
Path:
Creator Center → Help & Feedback → Appeal
Fill in:
- Appeal type
- Appeal reason
- Upload materials
- Contact information
**Step 4: Wait for Review:**
Time:
- Usually 3-7 working days
- Longer for complex cases
During this period:
- Wait patiently
- Do not submit repeatedly
- Can supplement materials if needed
**Step 5: Handle Results:**
Appeal Successful:
- Penalty revoked
- Resume normal operation
- Learn lessons
Appeal Failed:
- Accept the penalty
- Rectify problems
- Avoid repeating mistakes
- Consider starting over if necessary
Step 5: Long-term Compliance Operations
Core Logic: Compliance is not a one-time task, but a long-term habit.
5.1 Establish Compliance Mechanisms
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**Internal Compliance Processes:**
**Content Publishing Process:**
-
Creation Phase
- Create in compliance with rules
- Retain creation evidence
-
Review Phase
- Self-inspection checklist
- Team review
- Risk assessment
-
Publishing Phase
- Small-scale testing
- Observe feedback
- Large-scale publishing
-
Monitoring Phase
- Monitor data
- Collect feedback
- Adjust promptly
Monthly:
- Check account health
- Review violation records
- Summarize lessons learned
- Update compliance knowledge
Quarterly:
- Comprehensive compliance review
- Update internal rules
- Team training
- Optimize processes
5.2 Build Compliance Culture
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**Team Compliance Awareness:**
**Training:**
New Members:
- Platform rule training
- Compliance case analysis
- Assessment tests
Existing Members:
- Regular rule update training
- Share violation cases
- Continuous education
Establish Systems:
- Content review system
- Violation penalty system
- Reporting mechanism
- Reward mechanism
Implementation:
- Strict enforcement
- Fair and just
- Timely feedback
Common Mistakes
| Mistake | Consequence | Correct Approach |
|---|
| Not learning platform rules | Unintentional violations and penalties | Learn rules first, then create content |
| Playing edge balls to test boundaries | High violation risk | Strictly comply, do not test boundaries |
| Lucky mindset | Will violate rules sooner or later | Proactive compliance, long-termism |
| Not rectifying promptly after violation | Severe penalties, account ban risk | Rectify immediately, learn lessons |
| Over-marketing and ignoring value | Traffic restriction, follower loss | Value first, marketing second |
| Plagiarizing others' content | Copyright disputes, content removal | Insist on originality, use authorized content |
| Using illegal tools | Account ban risk | Reject illegal tools |
Real Cases
Case 1: False Advertising Violation
Violating Content:
"This mask makes you 10 years younger after one use, 100% effective, no side effects at all"
Penalties:
- Content removal
- 20 points deducted
- Account traffic restricted for 7 days
- Warning notification
Rectification:
1. Delete violating content
2. Study advertising laws
3. Revise description to:
"Tested effective, 90% of users reported good results,
results vary from person to person, recommend trying first"
4. Publish real usage experience
5. Do not exaggerate effects
Case 2: Diversion Violation
Violating Behaviors:
- Leaving WeChat ID in comments
- Guiding off-platform transactions via private messages
- Posting external purchase links
Penalties:
- Account warning
- Private message function restricted
- Content removal
Rectification:
1. Stop diversion behaviors
2. Use in-platform transactions
3. Guide to Xiaohongshu stores
4. Abide by platform rules
Case 3: Plagiarism Violation
Violating Behaviors:
- Directly copy others' images and text
- Do not cite sources
- Pass off as original
Penalties:
- Content removal
- 30 points deducted
- Account demotion
Rectification:
1. Delete plagiarized content
2. Apologize to the original creator
3. Insist on originality
4. Cite sources when quoting
Key Metrics
Account Health Assessment
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**Excellent Level:**
✓ Account Score > 95
✓ No violation records
✓ Content review pass rate > 98%
✓ No traffic restrictions
**Pass Level:**
✓ Account Score > 80
✓ Minor violations < 3 times/year
✓ Content review pass rate > 90%
✓ Traffic restrictions can be resolved promptly
**Needs Improvement:**
✗ Account Score < 80
✗ Frequent violations
✗ Long-term traffic restriction
✗ Multiple penalties
Related Skills
- Platform Rules: account-safety - Account Safety
- Platform Rules: copyright - Copyright Protection
- Platform Rules: appeal-process - Appeal Process
Final Reminder: Compliance operations are the foundation of long-term development. Short-term violations may bring quick gains, but in the long run, only compliance operations can achieve sustainable growth. Remember: Platform rules are not constraints, but protection. Abide by the rules, and the platform will reward you; violate the rules, and the platform will penalize you. Internalize compliance into a habit, and you will find that compliance can bring better long-term returns.