{"code":0,"success":true,"msg":"成功","data":{"shortcutId":"1627df51a4c861f13e462aa2067d6c15","title":"关于下线品牌分和建设品牌信任体系的公告","content":"{\"children\":[{\"blockId\":\"b4a04e052b5669d0d572511c72de23d2\",\"update\":\"500046170_2026-04-15T12:36:51.520Z\",\"au\":\"500046170\",\"level\":1,\"type\":\"title\",\"children\":[{\"au\":\"500046170\",\"text\":\"关于下线品牌分和建设品牌信任体系的公告\"}]},{\"type\":\"highlight-block\",\"blockId\":\"de6eb2fcfa5cfe201bba9460108f7b59\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:39.946Z\",\"fillColor\":\"green\",\"children\":[{\"level\":1,\"blockId\":\"e128b68146686390da77538d6738fd5a\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:37.258Z\",\"type\":\"paragraph\",\"children\":[{\"au\":\"500031433\",\"text\":\"为维护平台公平健康的商业环境，保障用户与合规经营客户的权益，小红书平台将下线品牌分机制，过去平台通过品牌记分方式，对违规品牌进行记分处置，违规品牌会按照违规严重度，被处以警告-限流-封禁等的处罚。随着平台对违规营销的治理深入，品牌分将转型为品牌信任体系，并于\"},{\"bold\":true,\"au\":\"500031433\",\"text\":\"2026年1月12日\"},{\"au\":\"500031433\",\"text\":\"起启动专项治理，请各位客户高度重视，即日起开展全面自查与整改，避免对商业推广造成影响。\"}]}]},{\"type\":\"highlight-block\",\"blockId\":\"b49f4dc0532798f2c3c26b183457101f\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:42.009Z\",\"children\":[{\"blockId\":\"e9c3bd149b741e2904b453421d8844ca\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:42.009Z\",\"type\":\"paragraph\",\"children\":[{\"au\":\"500031433\",\"text\":\"品牌信任体系，是平台为保障内容真实性和用户权益而建立的核心机制。平台始终坚持“真实分享”作为内容底线，非报备的品牌营销笔记因存在虚假夸张、诱导等风险，直接导致用户对品牌的信任坍塌。平台主动监测并识别风险内容，及时采取处置措施，主动维护品牌在站内的声誉修复用户与品牌间的信任纽带。小红书平台致力于打造真实、清朗的消费环境，平台将与品牌之间共建良好生态，维系品牌-用户信任。\"}]}]},{\"blockId\":\"96fb356ec9a01128feb238bacea28f04\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"text\":\"\"}]},{\"blockId\":\"93979feecab26cf4c5d28d3d7df62b1e\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:46.655Z\",\"type\":\"h1\",\"children\":[{\"bold\":true,\"au\":\"500031433\",\"text\":\"一、治理范围\"}]},{\"blockId\":\"ad22b6ff08ae2fee6d9096d8c3877b77\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"au\":\"500031433\",\"text\":\"本次治理重点包括以下三类违规行为：\"}]},{\"blockId\":\"b91ea4166e0fbb2b3461e3d53186b371\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"bold\":true,\"au\":\"500031433\",\"text\":\"       水军营销类：\"},{\"au\":\"500031433\",\"text\":\"平台出现品牌相关的水军形式的营销内容，机刷、众包等手段在平台内铺设同质化、自导自演等营销内容；\"}]},{\"blockId\":\"450239546999dd700790787050e5ff06\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"bold\":true,\"au\":\"500031433\",\"text\":\"       好评返现类：\"},{\"au\":\"500031433\",\"text\":\"品牌通过优惠、小额返现、奖品等方式，引导用户在对产品无真实使用的基础上，对产品进行无脑夸赞；\"}]},{\"blockId\":\"3933d603b02f8012bcd50e1fc5731ec6\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"bold\":true,\"au\":\"500031433\",\"text\":\"       水下接单类：\"},{\"au\":\"500031433\",\"text\":\"绕过官方合作平台，KOC与KOL不进行报备，接单宣传产品，给用户进行虚假种草。\"}]},{\"type\":\"columns\",\"createTime\":1776341158280,\"blockId\":\"1b0a3a8b34c67a254867637db6f74a68\",\"au\":\"500031433\",\"update\":\"500046170_2026-04-23T08:33:38.203Z\",\"children\":[{\"type\":\"column\",\"ratio\":0.333327,\"createTime\":1776341158280,\"blockId\":\"8ca42f15ad411b370909605a126012cb\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:08:09.140Z\",\"children\":[{\"url\":\"https://xhs-doc.xhscdn.com/104004dg31u38fq3dhk051l6jnc?imageView2/2/w/1600\",\"width\":247,\"height\":349,\"align\":\"left\",\"ext\":\"png\",\"blockId\":\"d87df767a99a66d4450ba4d45b60697b\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:08:09.140Z\",\"key\":\"104004dg31u38fq3dhk051l6jnc\",\"size\":638066,\"type\":\"image\",\"id\":\"c4fcbb39-96d1-495e-9cf1-d08a96c553fe\",\"level\":1,\"children\":[{\"text\":\"\"}]}]},{\"type\":\"column\",\"ratio\":0.333337,\"createTime\":1776341213959,\"blockId\":\"4e4e55b027d091925f6e9bc0cc36e3c1\",\"au\":\"500031433\",\"update\":\"500046170_2026-04-23T08:33:35.249Z\",\"children\":[{\"url\":\"https://xhs-doc.xhscdn.com/104004dg31u38fq4f1m0bbgta4o?imageView2/2/w/1600\",\"width\":247,\"height\":350,\"align\":\"center\",\"ext\":\"png\",\"blockId\":\"62a8f065adfbeb67b4c12ecf51d07a64\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:08:01.380Z\",\"key\":\"104004dg31u38fq4f1m0bbgta4o\",\"size\":1209847,\"type\":\"image\",\"id\":\"28976fc6-3e24-4dc8-b8c1-c527c0f403b4\",\"level\":1,\"children\":[{\"text\":\"\"}]}]},{\"type\":\"column\",\"ratio\":0.333337,\"createTime\":1776341179910,\"blockId\":\"142418637b1cbaca19c16c4efe1fc828\",\"au\":\"500031433\",\"update\":\"500046170_2026-04-23T08:33:38.203Z\",\"children\":[{\"url\":\"https://xhs-doc.xhscdn.com/104004dg31u38fq400s0a9gg4fc?imageView2/2/w/1600\",\"width\":246,\"height\":348,\"align\":\"left\",\"ext\":\"png\",\"blockId\":\"3b93d85bd9a38325c7668865f7da21ab\",\"au\":\"500031433\",\"update\":\"500046170_2026-04-23T08:33:38.203Z\",\"key\":\"104004dg31u38fq400s0a9gg4fc\",\"size\":1154314,\"type\":\"image\",\"id\":\"26f76071-aa0b-4912-aee8-4f7b8d6eb237\",\"level\":1,\"children\":[{\"text\":\"\"}]}]}]},{\"blockId\":\"aeafdd582b4a636cd2b6a29ffd581b3a\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"text\":\"\"}]},{\"blockId\":\"0d4f16ddb3b62f8b7f4bc7aa94faa12f\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:07:16.980Z\",\"type\":\"h1\",\"children\":[{\"bold\":true,\"au\":\"500031433\",\"text\":\"二、重建品牌信任体系\"}]},{\"blockId\":\"8eb01f0a5ca2ff150b69dae4576d6eb1\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"au\":\"500031433\",\"text\":\"除了主动清理风险内容外，平台会进行如下动作，帮助品牌重建信任体系：\"}]},{\"blockId\":\"87672f3e5a6e51fba7df1be3418c6890\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"au\":\"500031433\",\"text\":\"1、品牌相关内容搜推流量干预，避免风险内容过多的干扰用户内容消费体验\"}]},{\"blockId\":\"8a456612be65a5106fe7f3a7ff419a3d\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"au\":\"500031433\",\"text\":\"2、品牌相关评论干预，避免用户与风险品牌进行过多互动\"}]},{\"blockId\":\"c67b7cfa5213ad05ff19b2c64785610d\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"au\":\"500031433\",\"text\":\"3、用户搜索品牌内容时，为用户进行风险提示\"}]},{\"blockId\":\"b5366b0cd289e276bd2f385a60a851fa\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"au\":\"500031433\",\"text\":\"4、若品牌出现多次且频繁出现相关风险内容，品牌企业号及相关员工账号也将会限制发布行为和流量曝光。\"}]},{\"blockId\":\"9fa990b9e2b84a27571913df77acf633\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"text\":\"\"}]},{\"blockId\":\"5c2a8d34bb313bcd28ad4622ef75f5a6\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:07:19.347Z\",\"type\":\"h1\",\"children\":[{\"bold\":true,\"au\":\"500031433\",\"text\":\"三、处置措施\"}]},{\"blockId\":\"7345cb8ed8b34a0160e03befc706a39a\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:51:13.419Z\",\"type\":\"paragraph\",\"children\":[{\"au\":\"500031433\",\"text\":\"经核实笔记内容涉及以上违规行为，平台将对相关笔记进行处置，包括但不限于：笔记仅个人可见、粉丝可见、限制流量等，同时会对K笔记、品牌B、K和MCN机构不同处置力度，具体处罚以站内信通知为准。\"}]},{\"blockId\":\"018eb997fd66d2eedf2e3002046b4e3b\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"text\":\"\"}]},{\"blockId\":\"cd3659595cd0f36ec7e71eacdae306cd\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:07:21.414Z\",\"type\":\"h1\",\"children\":[{\"bold\":true,\"au\":\"500031433\",\"text\":\"四、自查整改\"}]},{\"blockId\":\"d3ba0c51c19e8c697a1b9f00c2478f23\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"au\":\"500031433\",\"text\":\"      \"},{\"bold\":true,\"au\":\"500031433\",\"text\":\"1、客户自查\"}]},{\"blockId\":\"0f2ee6d80fc128c8fedfb7b10cf3669d\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"au\":\"500031433\",\"text\":\"      请各位客户严格遵守国家法律法规、平台规则及合作协议约定，立即开展自查自纠，避免因违规行为导致损失。\"}]},{\"blockId\":\"742619856a7defb5f0ef061f187a9114\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"bold\":true,\"au\":\"500031433\",\"text\":\"      2、监督举报\"}]},{\"blockId\":\"2a2195527d154dd767dd5be9b08fe4ba\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"au\":\"500031433\",\"text\":\"     小红书鼓励广大用户积极提供线索，可在小红书举报端口进行举报，平台会及时核实处置。\"}]},{\"blockId\":\"ab3efae67a0fcb2ab12311fca68af365\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:05:30.130Z\",\"type\":\"paragraph\",\"children\":[{\"text\":\"\"}]},{\"blockId\":\"05bcc3d108f5c769607d8f864ab4b35e\",\"au\":\"500031433\",\"update\":\"500031433_2026-04-16T12:07:43.565Z\",\"type\":\"paragraph\",\"children\":[{\"au\":\"500031433\",\"text\":\"     小红书始终秉持\\\"真诚分享，友好互动\\\"的社区理念，坚决打击一切破坏平台生态的行为。我们呼吁广大用户共同监督，携手维护健康、有序的        商业环境。感谢您的理解与支持！\"}]}]}","updateTime":1792487065579}}