Chinese social e-commerce platform Xiaohongshu has been summoned and warned by the Cyberspace Administration of China for failing to fulfil its primary responsibility in content management. Under the guidance of Shanghai’s internet regulator and in accordance with the Regulations on the Governance of Online Information Content Ecology, the platform was ordered to rectify issues within a set timeframe, hold relevant personnel accountable, and clean up problematic content—such as the frequent appearance of trivial celebrity gossip and low-value trending topics.
Authorities criticised Xiaohongshu’s trending lists and recommendation algorithms, saying they were rife with low-quality content, clickbait, and “anxiety-driven” marketing, which undermines a clean and healthy online environment. Recent trending topics, such as gossip about actresses Zhao Lusi and Yu Shuxin, were cited as examples of content polluting the online ecosystem.
In response, Xiaohongshu said it “sincerely accepts the criticism” and has established a special rectification task force to tighten management of its trending lists and content ecosystem.
According to official data, in the first half of 2025 alone Xiaohongshu had already removed 3.2 million fake posts, shut down 10,000 fake persona accounts, deleted 600,000 fake AI-generated posts, and banned more than 10 million black-market accounts.
This is not the first time Xiaohongshu has faced regulatory action—it has previously been penalised for advertising violations, inappropriate content for minors, and publishing issues. However, this marks the first time the platform has been punished specifically over its trending list.
Founded in 2013, Xiaohongshu has grown from a beauty-focused community into a lifestyle platform with more than 300 million monthly active users. Yet with the rise of advertising and covert marketing, many users complain that the app has “lost its original spirit,” with content becoming increasingly homogenised and overly commercialised.