LONDON - eTradeWire -- RedNote, known in China as Xiaohongshu, is one of the country's most influential lifestyle and social commerce platforms, widely used by consumers, creators and brands for recommendations, search-led discovery and community content.

The platform has recently outlined a clearer governance framework for AI-generated and AI-assisted content, signalling a wider shift in China's social media sector towards stronger disclosure, authenticity and platform accountability.

On 12 February 2026, RedNote published the "Announcement on Strengthening Voluntary Labelling of AI-Generated and Synthetic Content". The notice followed user reports of AI-generated synthetic technology being used to imitate public figures and produce false videos. RedNote said such unauthorised content may infringe the lawful rights of public figures and undermine community trust where AI-generated or synthetic content is not clearly labelled.

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The platform urged creators to proactively add AI-generated or synthetic content labels when publishing AI-created images, text or videos. It said AI disclosure does not reduce the value of creative work, but makes communication more transparent. For unlabelled AI content, RedNote said it may add platform labels based on detection results and restrict distribution where creators fail to make an active declaration.

On 15 May 2026, RedNote published its "Clear and Bright: Special Announcement on Rectifying Disorder in AI Applications", stating that AI content labelling is both a platform rule and a legal obligation. It said AI-generated images, text, audio and video, AI-retouched or AI-dubbed re-creations, and AI face-swapping or voice-changing content should be labelled as "AI-generated" or "AI-assisted creation". The platform also prohibited concealing AI attributes, removing AI labels, spreading label-removal tutorials or selling related tools. RedNote said it had handled more than one million harmful AI-related cases since the start of the year.

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On 1 June 2026, RedNote issued its eighth governance notice on "AI-modified" videos. It said such content, particularly involving classic literature, historical and revolutionary subjects, or well-known animation images, may distort public understanding and affect minors' cultural and real-world perception. In May 2026, RedNote removed or handled 994 violating AI-modified videos and took action against 17 accounts, including accounts posting AI-modified historical figures, Dream of the Red Chamber and Journey to the West content.

Together, the notices show RedNote's move towards regularised AI governance covering content labelling, impersonation, infringement, low-quality automation, cultural distortion and youth protection.

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