After Tencent's own large model product "Yuanbao" had its red envelope sharing restricted, Baidu's "Wenxin Assistant" Spring Festival red envelope campaign has recently also faced strict access restrictions on the WeChat platform. According to user feedback, when clicking on the Baidu Wenxin red envelope share link within WeChat, a page will directly pop up with a prompt saying "The web page contains诱导 or misleading download/jump content." Users must manually copy the link to a third-party browser to continue accessing it.

Baidu (1)

Previously, the WeChat Security Center had issued a special governance notice regarding marketing activities during the Spring Festival. The official clearly stated that some products, under the guise of "doing tasks and claiming red envelopes," actually used incentives to encourage users to frequently share links in private chats or Moments. This behavior was deemed a serious disruption to the normal social order of WeChat, not only affecting user experience but also being clearly annoying. WeChat emphasized that the relevant handling measures have taken effect simultaneously with the announcement.

At present, Baidu has not publicly responded to the issue of the Wenxin red envelope link being blocked. Industry analysts believe this move sends a signal of stricter platform regulation. As the competition in AI large models enters a heated phase, various manufacturers are using the Spring Festival traffic peak for marketing, but WeChat takes a zero-tolerance attitude toward such "viral" dissemination that uses red envelopes as an excuse and actually guides downloads and shares.

In the future, how to carry out innovative marketing within the framework of compliance will become a new challenge for internet giants.