近日，上海市針對網路上房地產資訊混亂的情況，正式啟動一場大規模的專項整治行動。11月14日，上海市委網信辦聯合市房管局、市公安局網安總隊等多個部門，開始集中治理網路平台上與房地產相關的違規內容，目的是重建房地產資訊傳播的秩序，遏制虛假宣傳、惡意解讀政策與錯誤輿論的蔓延。

此次整治行動展開後，相關主管機關指導多間主流平台開展自查，包括小紅書、哔哩哔哩等大型社交媒體。平台清理的內容涵蓋「唱衰樓市」「歪曲解讀房地產政策」「散布負面情緒」以及各類違規房產推廣訊息。根據官方公布的初步成果，相關平台已清理超過四萬條違規或不良內容，同時處置與房地產相關的違規帳號超過七萬個，關閉約一千兩百個違規直播間，並且開始定期發布治理公告，向社會公開整治進度與成果。

在整治行動中，一類被特別點名的問題內容，是利用「遠低於市場價」「內部房源」「跳樓價」等字眼作為吸引的噱頭，發布看似優惠的房源資訊。這些帳號通常會故意設定明顯不合理、遠低於市場行情的價格標籤，引誘網友私訊詢問，並在對話中使用「渠道特殊」「錯過不再」等固定話術，製造錯失良機的焦慮感，以達到引流、詐騙或推銷目的。這類內容容易誤導消費者，甚至造成交易風險，因此已被平台依照法律法規與平台規範全面關閉。

官方強調，這次行動不僅是清理一次性違規資訊，而是要建立長效機制。上海市委網信辦表示，接下來將持續與房管、公安及其他相關部門協作，保持「高壓嚴管理」的態勢，對房地產領域的網路亂象進行更深入、更常態化的整治。重點包括壓制虛假資訊源頭、打擊惡意炒作、規範市場宣傳行為，確保網路平台上房地產資訊的傳播更加真實、透明且符合法規。

整體而言，此次專項行動反映出主管機關對網路輿論影響力的高度重視，尤其是在房地產政策敏感、民眾關注度高的背景下。從大規模清理違規內容到持續推進後續治理，上海官方正努力透過規範網路環境來維護市場秩序，減少錯誤資訊對民眾購房決策可能造成的誤導。同時，這也向市場傳遞一個明確訊號：未來針對房地產領域的網路內容監管將越來越嚴格，散布不實資訊、操縱輿論動向、透過虛假價格進行引流的行為都將面臨更嚴厲的處置。

In response to the increasingly chaotic state of online real-estate information, Shanghai has recently launched a large-scale special rectification campaign. On November 14, the Shanghai Municipal Cyberspace Administration, together with the Municipal Housing Administration, the Public Security Bureau’s Cybersecurity Division, and several other departments, began a coordinated effort to tackle violations related to real-estate content on online platforms. The goal is to restore order in the dissemination of real-estate information, curb false advertising, prevent malicious misinterpretation of policies, and stop the spread of misleading public opinion.

Following the launch of this campaign, authorities directed major platforms—such as Xiaohongshu and Bilibili—to carry out internal inspections. The types of content removed include posts that “talk down the property market,” distort real-estate policies, stir up negative sentiment, as well as various forms of illegal or improper property promotions. According to the initial results released by officials, these platforms have already removed more than 40,000 pieces of problematic content, handled over 70,000 accounts involved in real-estate violations, shut down roughly 1,200 non-compliant livestream rooms, and begun issuing periodic governance bulletins to inform the public of the campaign’s progress.

One category of content specifically targeted in this crackdown involves posts that use phrases such as “far below market price,” “internal listing,” or “urgent fire-sale price” as bait to advertise supposedly attractive property deals. Such accounts typically set deliberately unrealistic prices—far below normal market levels—to lure users into private messages. Once in conversation, they employ standardized scripts such as “special access” or “once you miss it, it’s gone,” to create a sense of urgency and fear of missing out, thereby driving traffic, perpetrating fraud, or pushing questionable sales. Because this type of content can easily mislead consumers and create transaction risks, these accounts have been shut down in accordance with relevant laws, regulations, and platform rules.

Authorities emphasize that this effort is not merely a one-time cleanup but the establishment of a long-term regulatory mechanism. The Shanghai Municipal Cyberspace Administration stated that it will continue working with housing authorities, public security departments, and other relevant agencies to maintain a “strict and high-pressure” regulatory posture. Going forward, the focus will be on eliminating sources of false information, cracking down on malicious market manipulation, and standardizing property-related promotional activities—ensuring that real-estate information disseminated online is more truthful, transparent, and compliant.

Overall, this special campaign reflects the government’s heightened attention to the influence of online public opinion, especially in a sector as sensitive and closely watched as real estate. From the large-scale removal of problematic content to the ongoing advancement of regulatory measures, Shanghai authorities are working to safeguard market order by regulating the online environment and reducing the risk of consumers being misled during home-buying decisions. At the same time, the initiative sends a clear message to the market: online content supervision in the real-estate sector will only become stricter, and those who spread misinformation, manipulate sentiment, or attract traffic with deceptive pricing tactics will face increasingly severe penalties.