RedNote AI Content Rules Target Labelling, Impersonation and AI-Modified Videos

RedNote, known in China as Xiaohongshu, has outlined a more systematic approach to AI content governance through a series of platform notices published between February and June 2026, signalling how Chinese social media platforms are moving to manage the risks of synthetic media, automated content and AI-assisted misinformation.

RedNote is one of China's most influential lifestyle and social commerce platforms, widely used by consumers, creators and brands for product discovery, recommendations, community discussion and search-led content. Its latest AI governance updates are therefore being watched closely by marketers, content creators, technology observers and companies operating in or entering the Chinese digital market.

The platform's three recent notices cover different but connected areas of AI risk: voluntary labelling of AI-generated and synthetic content, disorder in AI applications, and the governance of "AI-modified" videos involving classic works, historical subjects and culturally sensitive content.

On 12 February 2026, RedNote published the "Announcement on Strengthening Voluntary Labelling of AI-Generated and Synthetic Content". The platform said it had received multiple user reports involving AI-generated synthetic technology being used to imitate public figures and create false videos.

RedNote stated that such unauthorised content may infringe the lawful rights and interests of public figures. It also warned that when AI-generated or synthetic content is not actively labelled, user trust within the platform community may be undermined.

The platform urged creators to proactively add AI-generated or synthetic content labels when publishing AI-created images, text or videos. RedNote said that disclosing AI creation methods does not reduce the value of creative work, but instead makes communication more transparent.

The notice also indicated that RedNote would continue strengthening its ability to identify and detect AI-generated and synthetic content in line with China's Measures for the Labelling of Artificial Intelligence-Generated and Synthetic Content. Where creators fail to actively declare AI-generated or synthetic content, the platform may add labels based on detection results. RedNote also stated that unlabelled AI-generated or synthetic content may face restricted distribution.

A second notice, published on 15 May 2026 under the title "Clear and Bright: Special Announcement on Rectifying Disorder in AI Applications", broadened the issue from content labelling to wider platform conduct.

RedNote said it was actively responding to relevant work arrangements from the Cyberspace Administration of China and participating in the Shanghai Cyberspace Administration's special campaign to rectify disorder in AI applications. The platform said it would clean up AI-related illegal and harmful information, govern AI-related violating accounts and support a healthier online environment for the orderly and standardised development of AI applications.

The May notice stated that AI content labelling is both a platform requirement and a legal obligation. RedNote said AI-generated images, text, audio and video; AI-retouched, AI-edited or AI-dubbed re-creations; and AI face-swapping or voice-changing content should be labelled as "AI-generated" or "AI-assisted creation" through the platform's publishing interface.

The platform also identified prohibited conduct, including deliberately concealing AI-generated attributes, failing to add labels, using labels in a non-standard way, deleting or damaging existing AI labels, spreading tutorials or tools for removing AI labels, and providing or selling AI label-removal services.

RedNote said it would strictly act against fully automated AI-managed accounts, bot accounts with no real human participation, AI impersonation, fabricated identities, false information, rumour creation, AI infringement, unauthorised face-swapping or voice-swapping, infringement of portrait rights and copyright, and low-quality mass-produced AI content. According to the platform, it has handled more than one million cases of harmful AI-related behaviour since the start of the year.

The third notice, published on 1 June 2026, was RedNote's eighth governance announcement on "AI-modified" videos. The platform focused on AI-generated audiovisual content that distorts classic works, historical subjects, revolutionary themes or well-known animation images.

RedNote said such content may affect public understanding, erode traditional culture and interfere with minors' formation of correct cultural understanding and perception of reality. The platform said it had incorporated "AI-modified" videos into regular governance, using stronger technical identification, expanded strategy keyword databases, refined control priorities and multi-stage clean-up across notes, comments and user accounts.

In May 2026, RedNote said it newly cleaned up and handled 994 pieces of violating "AI-modified" video content and took action against 17 violating accounts. The platform cited examples including user Xiao6, who was involved in frequently publishing AI-modified content relating to historical figures; user Jing, who was involved in AI-modified content relating to Dream of the Red Chamber; and user 00**le, who was involved in AI-modified content relating to Journey to the West. The accounts were muted by the platform.

"The three notices should be read together as a clear signal that AI content governance in China is becoming more systematic," said Jone Smiths, spokesperson for Gogetop Marketing, a London-based marketing and communications agency working with international brands across the UK, European and Chinese markets. "The focus is moving beyond individual AI-generated posts towards platform-wide risks, including synthetic identity, misleading content, automated accounts, copyright and portrait rights, cultural distortion and youth protection."

For brands, agencies and creators using RedNote or other China-facing social media platforms, the notices point to a practical shift in content operations. AI may remain a useful tool for content production, localisation, image editing, script development and creative testing. However, AI-assisted content now requires clearer internal review, more careful labelling and stronger attention to platform-specific rules.

The developments also suggest that the next phase of social media marketing in China will be shaped not only by speed and creativity, but also by transparency, compliance, authenticity and user trust.

Gogetop
Address: Bell Yard, London, England, WC2A 2JR, UK
Email: contact@gogetop.com
Website: www.gogetop.com

Gogetop Marketing is a London-based marketing and communications agency working with international brands, startups and professional services firms expanding into the UK, European and Chinese markets. The agency supports clients with brand strategy, PR, social media marketing, RedNote/Xiaohongshu marketing, content localisation, digital visibility and cross-market communications.

This release was published on openPR.