Xiaohongshu intensifies medical aesthetics governance: 5,000 illegal medical aesthetic notes are disposed of every day
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On February 27, Xiaohongshu released platform governance data for 2022. In the category of medical beauty, Xiaohongshu disposed of more than 5,000 illegal medical beauty notes every day, and banned more than 26,000 illegal medical beauty accounts. In order to protect the rights and interests of users, Xiaohongshu has also strengthened the protection measures of the professional account certification threshold in the field of medical beauty, online search safety reminders and other protection measures. As of now, more than 1,700 search keywords will trigger the reminder function of the platform.
According to data from the Shanghai Market Supervision and Administration Bureau, the scale of China’s medical beauty market has reached 227.4 billion in 2021, an increase of 15.0% compared to 2020, and the number of users has exceeded 18 million. With the rapid development of the industry, problems such as false planting of medical beauty, illegal medical beauty and related illegal marketing content have also emerged. Xiaohongshu conducts continuous governance around the content ecology of medical aesthetics and professional accounts in the field of medical aesthetics. In the past year, it has launched three special actions, continuously optimized the governance plan, and regularly disclosed the governance situation to the public.
The person in charge of Xiaohongshu platform governance stated that some illegal and non-compliant medical beauty sites, projects or products may pose health risks to people. In addition to normal governance, Xiaohongshu will continue to identify and block illegal medical beauty content and accounts through the combination of algorithm, machine review and human review. At the same time, we will continue to increase the inspection and management of such accounts and content, and control the chaos of medical beauty categories to the greatest extent.
The popular science of medical aesthetics is very professional. As early as 2022, Xiaohongshu canceled the professional certification of private medical aesthetic institutions. Recently, it has strengthened the professional number certification threshold in the field of medical aesthetics. Aesthetic doctors in tertiary hospitals are open. At the same time, it also focuses on removing, sealing, and downgrading the content and accounts suspected of marketing diversion and illegal medical beauty, and doing its best to ensure that users can refer more to the content of certified public hospitals and doctors.
In addition to cleaning up illegal medical beauty content, Xiaohongshu also guides users to view medical beauty content more rationally, and reduces the risk of users blindly following through the risk reminders on the note details page and search page, said the person in charge of Xiaohongshu platform governance. When users search for relevant medical beauty content on the platform, Xiaohongshu will search for safety tips online in the search scene, proactively remind users to pay attention to the risks of medical beauty, and suggest that it is best to go to a regular hospital for consultation if necessary. Up to now, more than 1,700 search keywords will trigger the reminder function of the platform.
According to the data, the relevant departments are constantly strengthening the governance of the chaos in the medical beauty industry, including illegal medical beauty services, illegal medical beauty-related drug and device production and operation, and false marketing. Prior to this, eight departments including the National Health and Health Commission issued the “Special Rectification Work Plan for Combating Illegal Medical Cosmetology Services” to jointly carry out special rectification work against illegal medical cosmetology services. In November 2022, several provinces and cities launched the treatment of outstanding problems in the medical aesthetics industry, and severely cracked down on the chaos in the medical aesthetics industry.
The person in charge of Xiaohongshu platform governance said that in the future, it will continue to adopt a combination of online and offline governance methods, cooperate with law enforcement agencies in many places, combine the key tasks of special governance, increase the investigation and punishment of illegal medical beauty content and stop the industry The chaos will allow more high-quality and positive content to be produced, recognized and consumed, and improve the public’s rational understanding of medical beauty. At the same time, adhere to the high standards and high requirements of platform governance, build a long-term mechanism to solve illegal medical beauty content, and help the healthy and sustainable development of industry standards.
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