RedNote, also known as Xiaohongshu in China, is one of the country’s most important lifestyle, search and social commerce platforms. For international brands, it is not only a content channel. It is a trust-based discovery platform where users search for recommendations, compare real experiences and decide whether to follow, enquire or buy.

In 2026, RedNote published a series of AI content governance notices that brands should take seriously. These notices cover AI-generated content labelling, synthetic media, AI impersonation, automated accounts, label removal, infringement risks and “AI-modified” videos.

For brands using RedNote as part of a China marketing strategy, the key message is simple:

• AI can support content creation, but it must be used transparently, responsibly and in line with platform rules.

• This guide explains what changed, why it matters and how brands should adapt their RedNote content workflow.

Quick Summary: What Are RedNote’s 2026 AI Content Rules?

RedNote’s recent AI governance updates show that the platform is moving towards more systematic control of AI-generated and AI-assisted content.

The main rules and trends are:

• AI-generated or AI-assisted content should be clearly labelled where required.

• AI-generated images, text, audio and video may need content declaration.

• AI face-swapping, voice-changing and synthetic video content are higher-risk areas.

• Unlabelled AI-generated or synthetic content may be labelled by the platform.

• Unlabelled AI content may face restricted distribution.

• AI impersonation, fabricated identities and public figure imitation are prohibited.

• AI label removal, label-removal tutorials and related tools are prohibited.

• Fully automated AI-managed accounts and bot accounts may be treated as violations.

• Low-quality mass-produced AI content is being targeted.

“AI-modified” videos involving classic works, historical subjects or minors’ cultural understanding are under regular governance.

RedNote stated that since the beginning of the year, it had handled more than one million cases of harmful AI-related behaviour. In May 2026, it also cleaned up and handled 994 violating “AI-modified” videos and took action against 17 violating accounts.

For brands, this means RedNote content strategy now needs to include both creativity and compliance.

Why This Matters for Brands

RedNote users value practical, specific and experience-led content. They often use the platform to research products, schools, travel destinations, property projects, professional services, lifestyle brands and overseas opportunities.

This makes authenticity central to performance.

A brand may have strong visuals and polished copy, but if the content feels artificial, misleading or overly automated, it can struggle to build trust.

AI creates new opportunities, but also new risks. A brand using AI-generated visuals, AI-edited videos, virtual models, synthetic voices or AI-written content should consider whether the content needs to be declared, whether it could mislead users and whether it aligns with RedNote’s platform expectations.

For international brands, this is especially important because entering the Chinese digital market requires more than translation. It requires local platform knowledge, cultural understanding, content compliance and a clear conversion journey.

RedNote’s February 2026 Notice: AI-Generated and Synthetic Content Labelling

On 12 February 2026, RedNote published the “Announcement on Strengthening Voluntary Labelling of AI-Generated and Synthetic Content”.

The notice followed 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, community trust may be damaged.

The platform encouraged creators to proactively add AI-generated or AI-synthetic labels when publishing AI-created images, text or videos. RedNote also stated that clearly disclosing AI creation methods does not reduce the value of creative work. Instead, it makes communication more transparent.

For brands, this is an important point. RedNote is not rejecting AI creativity. The platform is asking creators and brands to avoid hiding AI involvement when it materially affects the content.

RedNote also said it 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. If creators do not actively declare AI-generated or synthetic content, the platform may add labels based on detection results. Unlabelled AI-generated or synthetic content may also face restricted distribution.

RedNote’s May 2026 Notice: AI Labelling as a Platform and Legal Requirement

On 15 May 2026, RedNote published the “Clear and Bright: Special Announcement on Rectifying Disorder in AI Applications”.

This notice expanded the focus from individual AI-generated posts to wider AI-related platform behaviour.

RedNote stated that it was 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 notice made one point particularly clear: AI content labelling is both a platform requirement and a legal obligation.

RedNote stated that content involving AI participation should be actively labelled, including:

• AI-generated images, text, audio and video;

• AI-retouched, AI-edited, AI-dubbed or AI-processed re-creations;

• AI face-swapping, voice-changing or other synthetic video content.

Creators can declare relevant content through the publishing interface by selecting the note content declaration function and choosing “AI-generated” or “AI-assisted creation”.

The notice also identified prohibited behaviours, including:

• Deliberately concealing AI-generated attributes;

• Failing to add AI labels;

• Using labels in a non-standard way;

• Deleting or damaging existing AI-generated content labels;

• Spreading tutorials or tools for removing AI labels;

• Providing AI label-removal services or selling related tools.

RedNote also said it would 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 RedNote, since the beginning of the year, the platform has handled more than one million cases of harmful AI-related behaviour.

For brands, the lesson is clear: AI risk is not limited to one post. It can involve content production, account operation, identity, copyright, user trust and platform distribution.

RedNote’s June 2026 Notice: Governance of “AI-Modified” Videos

On 1 June 2026, RedNote published its eighth governance notice on “AI-modified” videos.

This notice focused on AI-generated audiovisual content that distorts, reinterprets or radically modifies classic works, historical subjects, revolutionary themes or well-known animation images.

RedNote stated that some “AI-modified” content may excessively fabricate, alter or distort historical plots and character images. The platform warned that such content may affect public understanding, erode traditional culture, interfere with minors’ formation of correct cultural understanding and perception of reality, and harm the healthy growth of young people.

The platform said it had incorporated “AI-modified” videos into regular governance. Its measures include stronger technical identification, expanded strategy keyword databases, refined control priorities and multi-stage clean-up across notes, comments and user accounts.

RedNote identified key governance areas, including AI-modified content involving the four great Chinese classics, historical and revolutionary heroes, and well-known animation images where the original work is seriously distorted, violence or vulgarity is amplified, historical understanding is twisted, or public order and good customs are violated.

In May 2026, RedNote newly cleaned up and handled 994 pieces of violating “AI-modified” video content and took action against 17 violating accounts.

The platform also cited examples. User Xiao6 was involved in frequently publishing AI-modified content relating to historical figures and was muted. User Jing was involved in frequently publishing AI-modified content relating to Dream of the Red Chamber and was muted. User 00**le was involved in frequently publishing AI-modified content relating to Journey to the West and was also muted.

This matters for brands using culture, heritage, education, entertainment, family content or historical storytelling in campaigns. What may appear creative in one market may carry different cultural and regulatory implications in China.

What Should Brands Do Before Publishing AI-Assisted Content on RedNote?

Brands should treat AI as part of the content workflow, not as a shortcut.

Before publishing AI-assisted content, brands should ask:

• Has AI materially contributed to the image, video, voice, text or character?

• Does the content need to be labelled as AI-generated or AI-assisted?

• Could the content be interpreted as a real user experience when it is not?

• Does the content involve a public figure, face, voice or recognisable person?

• Could there be copyright, portrait rights or IP concerns?

• Does the content involve historical, cultural, educational or youth-related themes?

• Is the account being operated by real people, not just automation?

• Does the post provide genuine value to users?

• Would users still trust the brand if they knew how the content was produced?

These questions should be part of a professional RedNote approval process.

A Practical RedNote AI Content Checklist for Brands

A strong RedNote content workflow should include:

• AI-use review before content is published;

• Clear labelling where AI-generated or AI-assisted content requires declaration;

• Human-led editorial approval;

• Copyright and portrait rights checks;

• Review of public figure, voice, face and identity risks;

• Cultural sensitivity review for historical or heritage-related content;

• Avoidance of synthetic testimonials or fake customer experiences;

• Avoidance of fully automated account management;

• Quality control to prevent repetitive or low-value AI content;

• A clear content-to-conversion pathway.

For brands, the aim should not be to avoid AI completely. The aim should be to use AI in a way that supports creativity without damaging trust.

How This Changes RedNote Marketing Strategy

The future of RedNote marketing will not be won by brands that simply publish more content faster.

It will be won by brands that can combine:

• Useful content;

• Search-led content planning;

• Platform-native storytelling;

• Responsible AI use;

• Visual quality;

• Trust signals;

• Localised messaging;

• Community management;

• Clear conversion design.

RedNote is increasingly important as a search and decision-making platform. Users are not only browsing. They are actively researching.

That means strong account positioning, searchable content, relevant keywords, realistic visuals, consistent posting and credible brand storytelling all matter.

For international brands, a successful RedNote strategy should answer real user questions, reduce uncertainty and create confidence before the user contacts the brand.

How Gogetop Marketing Helps Brands with RedNote

Gogetop Marketing helps international brands build a professional and credible presence on RedNote and other China-facing digital channels.

We support brands that want to reach Chinese consumers, students, parents, travellers, investors, professionals and lifestyle audiences through content that is localised, searchable and conversion-focused.

Our RedNote services include:

• RedNote account positioning and strategy;

• RedNote content planning and editorial calendars;

• Search-led keyword strategy for RedNote discovery;

• Chinese copywriting and localisation;

• AI-assisted content review and compliance guidance;

• Visual direction for RedNote posts;

• Brand storytelling for Chinese audiences;

• Influencer and KOL campaign planning;

• WeChat content and cross-platform content strategy;

• Chinese PR and media visibility;

• Website SEO, GEO and AI search visibility;

• Conversion pathway design for enquiries and leads.

We help brands move beyond one-off posting and build a RedNote presence that supports awareness, trust and enquiries.

Why Work with a Specialist RedNote Marketing Agency?

A specialist RedNote marketing agency can help brands avoid common mistakes, such as direct translation, generic AI content, weak account positioning, poor keyword planning, over-polished but untrustworthy visuals, and content that does not match Chinese user behaviour.

For overseas brands, the challenge is not only how to publish content. The real challenge is how to become understandable, credible and searchable in a different market.

Gogetop Marketing combines China platform knowledge with international brand communications. This helps brands create content that is not only visually attractive, but also strategically useful.

Speak to Gogetop Marketing

If your brand is planning to use RedNote, improve an existing account or build a stronger China-facing content strategy, Gogetop Marketing can help.

We can support your team with RedNote strategy, content planning, AI content review, Chinese localisation, WeChat content, PR visibility, SEO, GEO and cross-market marketing.

Contact Gogetop Marketing to discuss how your brand can build a more trusted, searchable and conversion-focused presence on RedNote.

FAQ

What are RedNote’s latest AI content rules?

RedNote’s 2026 AI content rules cover AI-generated and synthetic content labelling, AI-assisted creation declarations, synthetic media, AI impersonation, AI label removal, fully automated AI-managed accounts, low-quality AI content and “AI-modified” videos.

Does AI-generated content need to be labelled on RedNote?

Yes. RedNote has stated that AI-generated and AI-assisted content should be actively labelled where required. If creators do not declare relevant AI content, the platform may add labels based on detection results. Unlabelled AI-generated or synthetic content may also face restricted distribution.

What types of AI content are higher risk on RedNote?

Higher-risk AI content includes public figure imitation, AI face-swapping, AI voice-changing, fabricated identities, false information, unauthorised use of likeness, copyright infringement, low-quality mass-produced posts and AI-modified content involving historical or culturally sensitive subjects.

Can brands use AI for RedNote content?

Yes, brands can use AI to support content planning, drafting, localisation, image editing and creative testing. However, AI should be used transparently and responsibly. Brands should review whether content needs labelling and whether it could mislead users.

Why does this matter for international brands?

International brands often use RedNote to build visibility and trust with Chinese-speaking audiences. Platform rules, content authenticity, cultural context and user trust all affect performance. Poorly managed AI content may reduce credibility or create compliance risk.

How can Gogetop Marketing help with RedNote marketing?

Gogetop Marketing supports RedNote account strategy, content planning, Chinese copywriting, localisation, AI-assisted content review, RedNote keyword strategy, influencer planning, WeChat content, PR visibility, SEO, GEO and conversion-focused China marketing.