Ethical Issues in Vlog-Style Advertising on New Media Platforms: A Case Study of Xiaohongshu

With the rapid advancement of mobile internet technology, short videos have become a mainstream form of fragmented content consumption. As an evolution of short videos, Vlogs further emphasize the trend of personalized content and present a unique mode of communication. Taking Xiaohongshu as a case study, Vlogs on this platform often appear in the form of “enticing” advertisements, such as product reviews and knowledge sharing. However, this promotional strategy has given rise to a series of ethical challenges. This study examines Vlog-style advertising on the Xiaohongshu platform, exploring the interactions among advertisers, the platform, and influencers, and the resulting ethical dilemmas. Through literature review and case analysis, this paper reveals ethical issues within Vlog advertising and highlights the inadequacy of advertisers' values, platform responsibilities, and related legal regulations. Finally, the paper calls for collaborative efforts to standardize Vlog advertising and establish a more comprehensive legal framework to promote the sustainable and healthy development of this advertising format.