Network evaluation variation: planting grass and cutting leeks

How widespread are online reviews? According to a report by the China Consumers Association (CCA), nearly 80% of consumers refer to "third-party reviews" before making a purchase.

Network evaluation variation: planting grass and cutting leeks

Why do consumers favor online reviews? They appear to offer objective and truthful evaluations and practical sharing of information. However, the market for "third-party reviews" is still in its infancy, with scattered participants, most lacking corporate backgrounds, accounting for only 23.4%.

The main issues with online "third-party reviews" include:

• Exaggerated claims, involving false content or advertising. For instance, some bloggers label products as "suitable for all skin types" when they are not, or they overstate product effects.
• Negative reviews that may involve unfair competition. Some bloggers' evaluations contradict those of other consumers and platforms, raising suspicions of unfair competitive practices.
• Integration of commerce and review, where direct purchase links are recommended within the review, compromising its impartiality.

An investigation by the CCA revealed that over 90% of "third-party reviews" have standard issues, and nearly 36% are suspected of being fraudulent.

Experts point out that professional reviews should be based on qualifications, equipment, and standards, but current content sharing often lacks these elements, leading to consumer deception.

Title: The Regulatory Challenges Behind Online Review-Driven Sales

Many so-called "third-party review" bloggers are not entirely objective parties; they have become stakeholders in products and brands, with online reviews gradually morphing into an "advertisement-like" link in the industry chain.

Some bloggers start by simply sharing good finds, but as their fan base grows, they seek monetization. Most review bloggers eventually move towards selling products, though some are less overt about it. Brands offer different compensation based on the blogger's influence. Professional reviewers will mention minor flaws in their videos to maintain an appearance of "objectivity."

There are two main forms of online reviews: explicitly certified collaborations with brands marked as "advertisements" by the platform, and regular recommendation or sharing posts by bloggers. The challenge for platforms is distinguishing between professional reviews and personal shares, which requires authoritative certification. Standardizing review content is difficult due to the vast variety of products.

Moreover, issues like paid internet trolls and order brushing are also challenging for platform governance. Despite measures taken by platforms to combat these practices, their covert nature makes them hard to identify.

Title: The Urgent Need to Clarify the Line Between Reviews and Advertisements

In response to the chaos in the "third-party review" sector, relevant departments have begun to take targeted actions. The State Administration for Market Regulation has revised the "Internet Advertising Management Measures," specifying rules for advertisement supervision in key areas such as soft article ads, ads containing links, and live-streamed advertisements, mandating that advertisements selling goods or services with attached shopping links must be clearly marked as "advertisements."

Experts believe that the key to regulation is distinguishing between voluntary sharing and commercially motivated sharing. If false content or advertising is involved, it should be punished according to relevant laws and regulations.

Platform operators are stepping up routine monitoring and providing channels for consumer complaints and reports. Accounts suspected of fraudulent reviews or data falsification are penalized with account suspension to protect consumer rights. Government regulation, industry self-discipline, and social supervision should work together: government departments should set industry entry thresholds and strengthen market supervision; platforms need to authenticate accounts and enhance the scrutiny of problematic accounts; consumers should improve their ability to discern reviews, using search engines and comparative methods to validate multiple review pieces.