An inventory of banned words on 6 major platforms including Xiaohongshu, Douyin, and Video Account

As the saying goes, it is better to be safe than sorry. Here is a list of banned words and illegal behaviors on the six platforms of Xiaohongshu, Douyin, Video Account, Official Account, Bilibili, and Kuaishou. It is recommended to save them for future use.

In the current market environment, brands must always think "where users go, we should go there". Therefore, brands need to build touchpoints on the hottest platforms and establish connections with users as much as possible.

For example, platforms such as Xiaohongshu, Douyin, and Video Account should not only focus on the quality of content, but also avoid the influence of public opinion. If some sensitive content is involved, the slightest mistake will lead to a ban on posting, suspension of broadcasting, and even a serious public relations crisis for the brand.

Therefore, the platform’s banned words are something content operators must be vigilant about in their daily work.

01 Xiaohongshu

Among many platforms, Xiaohongshu is considered to have relatively strict review. As long as banned words or sensitive words are detected, the notes will be processed, so it is important to avoid them effectively.

Here is a list of brand cooperation violations officially disclosed by Xiaohongshu:

1) Words related to "level"

For example: extreme, best, excellent, ultimate, ultimate, international level, world level, global level, tens of millions level, special level, cosmic level, etc.

2) Words related to "ding/ding"

For example: top, top-level, championship, top-level, TOP level, top configuration, etc.

3) Words related to "領"

For example, far ahead, leading brand, world leader, leader, leading brand, leading, etc.

4) Words related to "first/1"

For example: NO.1, TOP/TOP.1, first in the country, first in the entire network, first in sales, first in ranking, etc.

5) Words related to "首"

For example: the first, the first choice, the first model, the first in the country, the first launch in the country, the first time, second to none, etc.

6) Other "absolute" terms

For example, daily sales champion, pioneering, perfect, 100% effective, omnipotent, king of cost-effectiveness, permanent, exclusive, ace, king of ××, special supply, time-honored brand, original, irreplaceable, only once, MVP, ceiling/ceiling in the ×× field, originator, etc.

7) "Exaggeration" banned words

For example: ultimate, fine product, unrepeatable, one-of-a-kind, few in number, everyone is snapping up, crazy buying, hot sale, if you don’t grab it now it will be gone, recognized by the industry/sector/globally, etc.

8) The term "commitment"

For example, refund if invalid, refund if dissatisfied (available if authenticity is met), zero risk, special effects, strong effects, fast effects, guarantee, complete solution, effective in 1 day, 100% effective, no dependence, no side effects, complete elimination/removal, etc.

9) "Financial investment" term

For example: rate of return, return on investment, guaranteed return, sales return, risk-free return, quick return, high-yield return, appreciation, crowdfunding, etc.

10) "Feudal superstition" terms

For example, it can enhance the sixth sense, resolve villains, increase career luck, attract wealth, be healthy and wealthy, improve luck, protect yourself, balance positive and negative energy, bring good luck to people, bring wealth, help avoid misfortune, tell fortunes, calculate horoscopes, and fortune, etc.

In addition, we should also pay attention to some violations. For example, Xiaohongshu does not encourage users to direct traffic from the site to outside the site. If you leave contact information such as WeChat account and QQ number in the notes, the notes may be removed or restricted.

02 Tik Tok

There are two aspects that need to be paid attention to in the operation of Douyin. The first is to avoid using illegal words and sensitive words in the video, otherwise it will lead to failure of the review and restriction of traffic; the second is to avoid mentioning banned words and making banned actions in the live broadcast to avoid the live broadcast room being blocked.

1. Common Violation Words

1) Contains "most" and related words

For example: most, best, most, most loved, most profitable and most excellent, etc., which have the same or similar absolute terms.

2) Contains "一" and related words

For example: first, first in China, first in the entire network, first in sales, first in ranking, etc.

3) Contains words such as "level/extreme"

For example: national level (except those issued by relevant units), global level, cosmic level, world level, top level (top/cutting-edge), top craftsmanship, top enjoyment, best, excellent (excellent/absolute), ultimate, extreme, etc.

4) Contains "首/家/国" and related words

For example: the first, the first choice, the global first, the national first, the entire network first, the first, the exclusive, etc.

5) Words that indicate authority

For example: terms that use the names of the state and state agency staff for publicity; terms such as exemption from quality inspection and exemption from random inspection that claim that quality does not require testing; time-honored brand, well-known Chinese trademark, special supply, exclusive supply, etc.

6) Words that contain false promises and high-risk inducements

For example: guaranteed passing, pass in one go, appreciation, return on investment, direct selection without having to study, etc.

7) Words that express absoluteness, limit, and cannot be verified

For example: world leading, industry leading, leading to listing, leader, creator, absolute and other exaggerated expressions.

8) Common name of animal name + down/fur material

For example: fabrics that are actually made of chemical fibers such as polyester should not be claimed to be "golden mink velvet" (claiming scenarios include but are not limited to business details, live broadcast rooms, etc.).

2. Common Violations

1) Any illegal laws and regulations, political video content, or sensitive items

2) Pornographic, vulgar and revealing (including children) content

3) Video content that is violent, horrific, bloody, or otherwise offensive

4) Content that displays suicide, self-harm or other dangerous actions, causes discomfort, or is likely to induce imitation

5) Content that violates public security management, such as dangerous driving, racing, bullying, etc.

6) Content that promotes cults, feudal superstitions, folk bad habits, and undermines the country’s religious policies

7) Unsafe and illegal information, content that promotes pseudo-science or pseudo-anti-scientific common sense

8) Content that misleads minors and violates public order and morals

03 Video Number

In the past two years, video accounts have developed rapidly, and more and more businesses and individuals have begun to settle in video accounts. The functions and operating rules of video accounts are becoming more and more perfect, so if you want to operate video accounts well, you must also master and understand the rules.

1. Common sensitive words

1) Related to “most”

For example: most, best, most, most loved, most profitable, best, most excellent, etc.

2) Related to “one”

For example: No. 1 in China, No. 1 in the entire network, No. 1 in sales, NO.1, TOP.1…

3) Words containing "級/极"

For example: national level (except those issued by relevant units), global level, top level…

4) Related to "first/home/country"

For example: first, first choice, first in the country, first launch on the entire network, exclusive, national sales champion...

5) Words related to brand status

For example: ace, leading brand, world leader, far ahead

7) Words that express absoluteness, limit, and cannot be verified

For example: unique, unprecedented, universal, 100%

8) Words related to false content

For example: unprecedented, unprecedented, permanent, omnipotent, inherited, special effect, invincible, etc.

9) Related to fraud

For example: click to receive the prize, congratulations on winning, free of charge for full name, click for a surprise, click to get, etc.

2. Common violations

1) No live broadcast experts : There are no live broadcast experts for a long time.

2) On-hook recording and broadcasting : the act of playing recorded videos during live broadcasting

3) Multiple live broadcasts : The live broadcast content of the influencer is published on multiple video accounts

4) Illegal content : Live broadcasts contain content that is uncomfortable for users, such as bloody and horrific content

Video accounts can also check whether they have violated the rules. Open the video account background, [Creator Center] - [Violation Query] to check your account status at will.

04 Official Account

When sending pictures and texts to public accounts, if the content involves sensitive words that violate the rules, the system will give a prompt. However, the specific words will not be clearly stated, and the editor needs to modify and confirm repeatedly, which is very time-consuming.

Therefore, in daily editing, we need to try to avoid sensitive words and violations, and ensure that we will not be punished after the article is published.

1. Common sensitive words

1) Politically related or pornographically sensitive, politically related names and events should be replaced with common codes as much as possible

2) The names of national leaders, so you must pay attention to this when writing current affairs articles

3) When talking about policies and systems, never make rash judgments or conclusions

4) Superstition, dirty words, illegal information, false information, etc. are likely to become sensitive words

2. Violations

1) Suspected of inducing sharing

2) Suspected of inducing attention

3) Collecting likes

4) Posting false content

5) Frequent use of words such as remittance and money transfer

6) Posting vulgar content

7) Randomly publish current affairs news

8) Publish black five categories of ads

05 Station B

In the operation of Bilibili, attention should be paid to the content of videos, interactive areas, and bullet comments, and prohibited content should not be involved. In particular, some vulgar homophonic words have been specially announced by the official to deal with the corresponding phenomenon.

1. Prohibited words

For example: nmsl, filial son, orphan, enlightenment, catheter, beaker, roast chicken, the person is very awesome and beautiful, um, Wu Tao Hongru, think of the sun, Niuzi, my younger brother said he vomited.

2. Prohibited Content

1) Regarding nudity and sexual content

2) Content related to violence, harmful or dangerous content

3) Personal Privacy

4) Impersonating others maliciously

5) Personal attacks

6) Spam

3. Nine Prohibitions

1) Opposing the basic principles established by the Constitution.

2) Endangering national security, leaking state secrets, subverting state power, and undermining national unity.

3) Damaging the interests of national honor.

4) Inciting ethnic hatred and discrimination and undermining national unity.

5) Those who undermine the state’s religious policies and promote cults and feudal superstitions.

6) Spreading rumors, disrupting society, and undermining social stability.

7) Spreading obscenity, pornography, gambling, violence, murder, terror or instigating crime.

8) Insulting or slandering others, infringing upon their legitimate rights and interests.

9) Contains other content prohibited by laws and administrative regulations.

06 Kuaishou

When making videos or live broadcasts on Kuaishou, be careful about using banned words, otherwise you will be warned or even banned. The following are 10 banned words:

1) Words that indicate authority

For example: terms that use the names of the state and state agency staff for publicity; terms such as exemption from quality inspection and exemption from random inspection that claim that quality does not require testing; words such as time-honored brand, well-known Chinese trademark, special supply, and exclusive supply.

2) Contains "首/家/国" and related words

For example: the first, the first choice, the global first, the national first, the entire network first, the first, the exclusive and other terms.

3) Contains "most" and related words

For example: most, best, most, most loved, most profitable and most excellent, etc., which have the same or similar absolute terms.

4) Contains "一" and related words

For example: first, first in China, first on the entire network, first in sales, first in ranking, etc.

5) Contains words such as "level/extreme"

For example: national level (except those issued by relevant units), global level, cosmic level, world level, top level (top/cutting-edge), top craftsmanship, top enjoyment, best, excellent (excellent/absolute), ultimate, extreme, etc.

6) Words related to brand status

For example: trump card, leading brand, world leading, far ahead, leader and other terms.

7) Words related to false content

For example: unprecedented, omnipotent, inherited from ancestors, pure natural and other false advertising words that cannot be proven.

8) Time limit terms

The time limit must be specific, and all group purchases must indicate the specific activity date, such as today, today, a few days and nights, and countdown. It is strictly forbidden to use words that cannot determine the time limit, such as end at any time, only this time, and the last wave.

9) Terms suspected of deceiving consumers

For example: click to receive the prize, congratulations on winning the prize, free bill for everyone, click for a surprise, click to get, etc., which are suspected of misleading consumers.

10) Words to stimulate consumption

For example: flash sale, hot sale, if you don’t grab it now it will be gone, thousands of people rushing to buy, and other words that stimulate the psychology of rushing to buy.

Author: Yan Tao Sanshou

Source: WeChat public account "Yan Tao Sanshou (ID: yantao-219)"