Chinese social media platform Xiaohongshu has intensified its crackdown on illegal gambling content ahead of the 2026 FIFA World Cup, suspending more than 40,000 accounts and removing tens of thousands of betting-related posts over the past two weeks.
As reported by local media, the platform announced that it had launched a series of enforcement actions following the release of its World Cup gambling governance notice earlier this month. Since then, Xiaohongshu has targeted organized groups suspected of directing users to illegal betting services and gambling-related websites.
According to the company, more than 12 coordinated traffic-diversion groups were identified during the campaign. Enforcement measures resulted in the removal of approximately 65,000 posts linked to gambling promotions and the cleanup of more than 450,000 related comments. Over 40,000 accounts connected to these activities were permanently banned.
The platform said the FIFA World Cup period is traditionally a peak season for organized online gambling operations, with bad actors often exploiting the excitement surrounding major sporting events to attract new participants. To address the issue, Xiaohongshu reported 12 suspected cases to public security authorities and assisted law enforcement agencies in several regions, including Beijing, Zhejiang, and Guangxi, in investigations that led to action against five gambling-related groups.
Xiaohongshu reiterated that online gambling, unauthorized prediction betting, and promotional activities designed to direct users toward such services violate both platform rules and relevant laws. Penalties may include content removal, restrictions on private messaging and group chat functions, or permanent account bans.
The company also urged users to enjoy World Cup content responsibly and remain cautious of scams disguised as betting opportunities, fake promotions, or unofficial tournament-related offers. Users were encouraged to report suspicious content through the platform's reporting channels as authorities continue efforts to curb illegal gambling activity during the tournament season.
Countries including China, Malaysia, South Korea and Vietnam have increased enforcement efforts against illegal gambling during major football tournaments due to rising betting activity
