[Global Network Technology Comprehensive Report] On March 12, the Xiaohongshu Platform released the "Detailed Rules for the Management of Transaction Diversion Violations", which clearly prohibits content creators from guiding off-site transactions through any other forms except the shopping cart function in the live broadcast room, and the official fund retention component. The rule will officially come into effect on March 12, and violators will face penalties such as warnings, restriction on live broadcasts and even permanent account bans.
According to the detailed rules, "transaction diversion" refers to the act of users (including merchants, buyers and other users) actively and directly guiding and implying indirectly seeking information to guide ordinary users to private domains or off-site three-party platforms. Specific types of violations include: disseminating personal/community contact information or other platforms' account/store information. Guide users to view, add, provide and exchange private domain information/three-party information.
Publish links, passwords, screenshots, watermarks, QR codes, mini programs, etc. from other platforms, as well as graphic and text content containing the above information. Multiple accounts cooperate with each other and guide users to leave the platform for transactions through comments, collections, account jumps, etc.
Other behaviors that induce users to private domains or off-site three-party platforms in explicit or implied manner.
Xiaohongshu will comprehensively determine the violation based on the type of violation and the nature of the violation content, and take the following penalties: Warning;
Limit live broadcast room traffic; interrupt live broadcast; restrict live broadcast function; turn off live broadcast permissions (distance from one day to permanent); temporarily or permanently turn off product sharing function; temporarily or permanently ban Xiaohongshu's account; deduct merchant's violation points (10 points-25 points deducted for each violation); deduct account reputation points (0-12 points deducted for each violation).
Xiaohongshu emphasizes that this rule applies to all users of the platform, including merchants, buyers and other users. (Qingyun)