1. Buying likes, saves and followers
- Violation: Typical examples include engagement-exchange schemes and buying bot followers. Penalties can range from 30 days of restricted distribution to a permanent ban.
- Recommended approach: Photograph real products and build performance through organic reach.
2. Reposting someone else’s content
- Violation: AI can precisely identify similar topics, identical product selections and unlabelled AI content, resulting in removal and restricted distribution.
- Recommended approach: Take inspiration, create your own visual material and write about genuine first-hand experience.
3. Using unlicensed material
- Violation: Copyright-infringing images or music can be removed. Cross-posting material that retains another platform’s watermark carries a high violation risk.
- Recommended approach: Use free image libraries such as Pexels and Xiaohongshu’s built-in music library.
4. Failing to address a violation notice promptly
- Violation: Delaying action after a violation notice can lead to escalated penalties, such as a move from mild distribution restrictions to removal.
- Recommended approach: Immediately check the account through the account-status feature, delete or edit the violating content, and follow the appeal instructions if you disagree.
5. Publishing sales content immediately after registration
- Violation: A new account that immediately posts commercial content is a high-risk marketing account.
- Recommended approach: Spend 3–7 days browsing and liking posts in the same category to warm up the account. Be a real person before being a merchant.
6. Frequently switching login devices
- Violation: Switching between a phone, tablet and computer can trigger risk controls for multiple accounts on the same device or IP address.
- Recommended approach: Use one or two regular devices, clear the cache before changing devices and strictly follow one account per device.
7. Operating an account on public Wi-Fi
- Violation: Public Wi-Fi shares an IP address across many people and can expose an account to risk controls associated with other violating accounts.
- Recommended approach: Use a private home or company Wi-Fi network to maintain a clean network environment.
8. Deleting many posts at once
- Violation: Bulk deletion affects account weight and can be treated as content laundering or abnormal account activity.
- Recommended approach: Hide no more than two or three posts a day, or set them to private. Never delete eight or more posts at once.
9. Repeatedly refreshing post analytics
- Violation: Frequent refreshing can be classified by AI as engagement manipulation, resulting in restricted or no recommendation.
- Recommended approach: Work on product selection or improve the comments section after publishing, allowing three to six hours for the content to develop.
10. Publishing inconsistently
- Violation: A break in posting on a new account is treated as inactivity and causes a sharp drop in account weight.
- Recommended approach: Maintain consistent publishing for the first 30 days, even if it is only one short post a day.
Conclusion
For Xiaohongshu commerce, compliance is the foundation; tactics mean little without it. These ten red lines reflect lessons learned through countless account bans. Save the list and revisit it.
Frequently Asked Questions
Is this an official list of ten new Xiaohongshu rules for November?
No. The headline and ten items above retain the supplied copy; they are not an official announcement, and no corresponding November rule document was supplied. This draft adds formatting and FAQs only. Fixed penalties, warm-up periods, device limits, deletion quotas and traffic effects should not be treated as verified universal rules. Consult the rules applicable to the account and activity, together with the actual enforcement notice.
Does buying likes, saves or followers always cause a 30-day restriction?
The public buyer rules prohibit fake traffic, manipulated engagement and purchased followers. They do not establish one 30-day penalty for every account and circumstance. Stop purchased or organised fake engagement, retain relevant orders and enforcement notices, and follow the remediation or appeal process. Do not switch accounts to continue the same conduct.
Do similar topics or the same product automatically count as copying?
Those facts alone do not settle the issue. Independent work on the same topic, quotation and licensed use differ from copying text or images or fabricating first-hand experience. This review did not establish a universal rule that AI precisely identifies every such case and automatically removes it. Retain original files and permissions, describe only genuine experience, and follow applicable AI-labelling requirements and publishing prompts without removing required labels.
Can free stock images and platform music be used commercially without limits?
Free does not mean unrestricted. Pexels permits many free uses but prohibits uses such as implying endorsement by depicted people or brands and using the material as a trademark. Check the permitted context and licence for each platform music track, especially for advertising or cross-platform use. Retain the asset page, licence and download date, and obtain additional permission where needed.
Should every related post be deleted immediately after a notice?
First preserve the notice, post URL, original files and relevant permissions, then follow the instructions. Correct genuine issues promptly, but deletion does not automatically cancel a penalty. This review did not establish a universal escalation from mild to moderate penalties solely because of delay. If the decision appears mistaken, submit specific evidence through the available appeal route rather than repeatedly re-uploading the same violating material.
Must a new account warm up for three to seven days before posting commercial content?
This review did not verify a mandatory three-to-seven-day warm-up rule for every new account. Eligibility for selling, affiliate activity or advertising depends on account status, category qualifications, feature access and commercial-content requirements. Browsing can help someone understand the community, but scripted liking or engagement exchanges should not be used to simulate a person. Waiting a few days does not guarantee compliance.
Is one account per device mandatory, and does clearing the cache prevent risk controls?
This review did not verify a universal one-account-per-device requirement for all normal use. Changing devices is different from manipulating data through multiple accounts, and clearing a cache does not remove enforcement restrictions. Use official clients, protect credentials, review unfamiliar logins and follow security verification prompts. Do not share verification codes or use unauthorised account-operation tools.
Does public Wi-Fi automatically link an account to another user’s violations?
This review did not establish a rule that public Wi-Fi is itself a violation or automatically causes associated penalties. A shared IP address alone does not explain an enforcement decision. Consider information security, use trusted networks and official apps where possible, and protect logins. Investigate any security notice rather than repeatedly switching IP addresses or devices to test controls.
Are two or three hidden posts per day and fewer than eight deletions official limits?
This review did not verify those two thresholds as official limits for every account. Do not present them as platform requirements. Before a cleanup, preserve important records and distinguish rights violations, privacy issues, factual errors and ordinary weak performance. Do not leave risky content public simply to stay below a quota, or use bulk deletion to conceal violations.
Is repeatedly viewing one’s analytics treated as fake engagement?
Normal analytics review should be distinguished from using scripts, bots or engagement exchanges to create fake activity. This review did not establish a universal rule that refreshing analytics is automatically classified as manipulation. Nor does waiting three to six hours guarantee recommendation. Use consistent review windows and avoid scripted visits, artificial self-clicking or organised exchanges.
Must a new account post daily for 30 days to avoid a sharp drop in weight?
This review did not verify such a universal requirement. A steady schedule can be a production choice, but a posting break is not proof of a violation or certain suppression. Prioritise originality, accuracy and audience relevance, then choose a sustainable cadence. Compare results with attention to format, time since publication and paid distribution.
How can weak performance be distinguished from an actual account restriction?
Check public visibility, moderation notices, account status and feature restrictions before comparing impressions, opens, reading, engagement and business outcomes. One decline in views does not prove suppression. Retain timestamps, screenshots, URLs and notice text, and use the available in-app help, support or appeal channel. Do not pay third parties promising guaranteed reinstatement or traffic recovery.
Source：Xiaohongshu Merchant Education: Buyer Rules (check the stated scope)