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Xiaohongshu Compliance for International Brands: Rules, Regulations & Best Practices

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Xiaohongshu compliance is one of the most overlooked—and most critical—aspects of marketing on the platform.China's advertising laws are stricter than Western markets, and Xiaohongshu actively enforces platform-specific content guidelines that can result in post removal, account suspension, or even legal penalties for violations.

In 2024, Xiaohongshu removed 15M+ posts for guideline violations and suspended 80K+ accounts. International brands are particularly vulnerable because they're unfamiliar with Chinese regulations and cultural sensitivities.

This guide covers everything you need to know to stay compliant: advertising disclosure requirements, restricted product categories, prohibited claims, and best practices to protect your brand from penalties.

Critical Warning

Xiaohongshu violations can trigger broader consequences beyond platform penalties. Serious violations (health claims, counterfeit products, prohibited goods) may be reported to Chinese regulators (SAMR, NMPA), resulting in fines of ¥200K-2M and potential import/distribution bans. International brands should consult legal counsel before entering China market.

The 3 Layers of Compliance

Xiaohongshu compliance operates at three levels:

  1. Chinese National Laws:Advertising Law (广告法), E-commerce Law (电子商务法), Consumer Protection Law
  2. Regulatory Authorities:SAMR (State Administration for Market Regulation), NMPA (National Medical Products Administration), CAC (Cyberspace Administration)
  3. Xiaohongshu Platform Rules:Community Guidelines, Content Policy, Commercial Content Standards

All three must be followed simultaneously. Meeting platform rules isn't enough if you violate national law, and vice versa.

Advertising Disclosure Requirements

Mandatory Disclosure for Sponsored Content

China's Advertising Law (2021 Amendment) requires all paid promotions to be clearly labeled.On Xiaohongshu, this means:

When to Disclose:

  • Brand pays KOL/creator for post
  • Brand provides free product in exchange for review
  • Creator receives commission from sales
  • Content is posted by brand's official account promoting own products

How to Disclose (3 Options):

  1. Platform Tag (Recommended):Use Xiaohongshu's built-in "Brand Partnership" tag when creating post. This adds official "广告" (Advertisement) or "品牌合作" (Brand Partnership) label.
  2. Caption Disclosure:Add "广告" (Ad), "赞助" (Sponsored), or "品牌合作" (Brand Collaboration) in first line of caption.
  3. Hashtag Disclosure:Include #广告 or #品牌合作 hashtag (less preferred, but acceptable).

Where to Place:Disclosure must be visible BEFORE user needs to click "see more" or expand text. Burying it at end of long caption is non-compliant.

Penalty for Non-Disclosure

  • First Offense:Post removal + warning
  • Second Offense:7-day account restriction (cannot post)
  • Third Offense:Permanent account suspension
  • For KOLs:¥20K-100K fine from SAMR if reported
  • For Brands:¥200K-1M fine + reputation damage

Restricted & Prohibited Product Categories

Fully Prohibited on Xiaohongshu

These productscannotbe promoted in any form:

  • Tobacco products and e-cigarettes/vapes
  • Prescription medications
  • Medical devices requiring NMPA certification (without approval)
  • Weapons, ammunition, explosives
  • Adult/sexual products
  • Illegal drugs and drug paraphernalia
  • Counterfeit or infringing goods
  • Multi-level marketing (MLM) schemes
  • Cryptocurrency and unregulated financial products

Restricted Categories (Special Requirements)

These products require additional documentation, disclaimers, or limitations:

1. Health Supplements & Nutraceuticals

  • Must have NMPA "blue hat" (蓝帽子) certification for health food products
  • Cannot claim to "cure," "treat," or "prevent" diseases
  • Must include disclaimer: "本品不能代替药物" (This product cannot replace medication)

2. Infant Formula & Baby Food

  • Requires NMPA product registration
  • Cannot claim superior to breastmilk
  • Must include age-appropriate usage guidelines

3. Cosmetics & Skincare

  • Special-use cosmetics (美白/whitening, 防晒/sunscreen, 染发/hair dye, 祛斑/spot removal) require NMPA registration
  • General cosmetics require NMPA filing (备案)
  • Cannot make medical claims ("治疗痘痘" / treats acne)

4. Weight Loss Products

  • Cannot claim specific weight loss amounts ("7天瘦10斤" / lose 10kg in 7 days)
  • Before/after photos require disclaimer about individual results
  • Must disclose if results require diet/exercise changes

5. Financial Services & Insurance

  • Requires financial services license from CBIRC
  • Cannot guarantee returns or hide risks
  • Must include risk disclosures

Prohibited Claims & Language

China's Advertising Law bans absolute/superlative claims. Violations result in post removal and potential fines.

Banned Words & Phrases

Absolute Claims (绝对化用语):

  • ❌ "最好" (best), "第一" (number one), "最高级" (supreme/ultimate)
  • ❌ "100%有效" (100% effective), "绝对" (absolute), "完全" (complete/total)
  • ✅ Use instead: "深受喜爱" (well-loved), "备受好评" (highly rated)

Medical/Health Claims:

  • ❌ "治疗" (treat/cure), "治愈" (heal), "医治" (medically treat)
  • ❌ "抗癌" (anti-cancer), "降血压" (lower blood pressure)
  • ✅ Use instead: "支持健康" (supports health), "舒缓不适" (soothes discomfort)

Guaranteed Results:

  • ❌ "7天见效" (results in 7 days) — cannot guarantee timeframe
  • ❌ "人人适用" (suitable for everyone) — individual results vary
  • ✅ Use instead: "多数用户4周内看到改善" (most users see improvement within 4 weeks)

National Symbols:

  • ❌ "国家级" (national-level), "国家领导人推荐" (recommended by state leaders)
  • ❌ Using Chinese flag, national emblem without authorization

Cultural & Social Compliance

Beyond legal requirements, Xiaohongshu enforces "harmonious community" standards:

Prohibited Content:

  • Political Content:References to Chinese politics, government criticism, Taiwan/Hong Kong/Xinjiang sensitive topics
  • Explicit Content:Nudity, sexually suggestive content, graphic violence
  • Harmful Content:Promotion of eating disorders, self-harm, dangerous challenges
  • False Information:Fake news, medical misinformation, manipulated images without disclosure
  • Comparison Attacks:Disparaging competitors by name (you can compare features, not attack brands)

Cultural Sensitivity:

  • Avoid "美白" (whitening) if promoting skin lightening:Implies colorism. Use "提亮" (brightening) or "均匀肤色" (even skin tone) instead.
  • Respect cultural holidays:Don't promote inappropriate products during sensitive periods (e.g., luxury excess during mourning periods).
  • Gender stereotypes:Avoid reinforcing harmful stereotypes (women=housework, men=breadwinners).

Compliance Checklist for Every Post

Pre-Publish Compliance Checklist

  1. ☐ Advertising Disclosure:If sponsored, add "Brand Partnership" tag or "广告" in first line
  2. ☐ Product Claims:Review for banned words (最好, 100%, 治疗, etc.)
  3. ☐ Substantiation:Can you back up all claims with data/evidence?
  4. ☐ Category Restrictions:Does product require NMPA certification? Do you have it?
  5. ☐ Disclaimers:Added required disclaimers for supplements, weight loss, financial products?
  6. ☐ Before/After Photos:If using, added "个人效果因人而异" (individual results vary) disclaimer?
  7. ☐ Cultural Sensitivity:Reviewed for potentially offensive content or stereotypes?
  8. ☐ Competitor References:If mentioning competitors, fact-based comparison only (no attacks)?
  9. ☐ User Data:If featuring user testimonials, obtained written permission?
  10. ☐ Child Protection:If featuring minors, obtained parental consent?

What to Do If You Get Flagged

If Post is Removed:

  1. Review Violation Notice:Xiaohongshu sends notification explaining which guideline was violated
  2. Correct the Issue:Identify specific violation (claim, disclosure, prohibited content)
  3. Repost Compliant Version:Create new post with corrections (don't appeal original if clearly violated)
  4. Document for Future:Note what triggered removal to avoid repeating

If Account is Restricted:

  1. Do Not Create New Account:Platform tracks devices; ban evasion = permanent IP ban
  2. Submit Appeal (if wrongly flagged):Go to Settings → Help & Feedback → Account Appeal
  3. Provide Evidence:Screenshots of similar approved content, proof of NMPA certification, etc.
  4. Wait for Review:Appeals take 3-7 business days

For Serious Violations:

  • Consult Chinese legal counsel immediately
  • Do not delete evidence (screenshots, contracts)
  • Prepare documentation (business license, product certifications, authorization letters)
  • If contacted by SAMR or NMPA, respond within mandated timeframe (usually 7-15 days)

Frequently Asked Questions

Can international brands without Chinese business licenses advertise on Xiaohongshu?You can create organic content without a Chinese license, but e-commerce and official advertising (Xiaohongshu Ads platform) require Chinese business registration or authorized Chinese distributor. Workaround: Partner with authorized importers or use cross-border e-commerce licenses (Tmall Global, JD Worldwide).How strict is NMPA certification enforcement for cosmetics?Very strict. Selling non-certified cosmetics in China can result in product seizure, ¥100K-500K fines, and import bans. Xiaohongshu requires NMPA registration number for special-use cosmetics (whitening, anti-aging, sunscreen) when setting up e-commerce. Filing number required for general cosmetics since 2021 NMPA reforms.Are user-generated reviews subject to the same compliance rules?Organic UGC from real customers has more flexibility (they can say "best product I've used" without penalty). However, if your brand solicits reviews (via giveaways, discounts, seeding campaigns), those count as commercial content and must follow disclosure rules. "Fake reviews" (paying users to post positive reviews without disclosure) violate both Advertising Law and E-commerce Law.What happens if my KOL partner violates compliance rules?Both brand and KOL share liability. If KOL fails to disclose sponsorship or makes prohibited claims, regulators can fine both parties. Always include compliance clauses in KOL contracts: (1) KOL must use disclosure tags, (2) KOL must follow approved script/talking points, (3) Brand has right to review content pre-publish, (4) Liability clause if KOL violates rules independently.