KUALA LUMPUR, May 12 ― The developer of China’s social media and e-commerce platform Xiaohongshu (Little Red Book) will crack down on those flaunting their wealth on the site.
According to the company, this should serve to maintain a clean internet environment and a positive community of “sincere sharing and friendly interaction,” Global Times reported.
Users caught sharing banknotes and bank accounts to flaunt their wealth will be punished.
This includes the distance from the platform.
After announcing the platform’s move on Monday, it received brickbats from Chinese social media users.
One user told Weibo, a Chinese Twitter-like social media platform, that flaunting wealth is not a problem, but creating fake personas to trick people into buying things they don’t need, must be cracked down on.
However, another user agreed with the platform’s plans, saying that displaying wealth conveys false values.
“If this type of thinking takes hold, it’s very unhealthy and will cause people to lose the ability to think independently,” the user said.
Little Red Book later clarified that the mention of flaunted wealth involved fake business personas, mimicking marketing strategies, and promoting false or distorted values by using misleading, extravagant images of luxury products to attract people and traffic to raise their profile.
Content creators that intentionally flaunt wealth, e.g. B. Presenting luxury houses, luxury cars, and luxury goods without providing useful information will also be punished, as they are considered to deviate from the essence of sincere sharing.
Users who promote the immoral values of extravagance and waste are also targeted.
For example, activities aimed at increasing the consumption level of ordinary people, such as B. Launching a challenge to spend 1 million yuan (RM652,471) a day to promote the concept of extravagant consumption.
“This kind of activity seriously violates China’s social values and provides misguided content to the public,” the platform said.
According to reports, Xiaohongshu has over 300 million registered users and the number of monthly active users is over 85 million.