Shulou(Shulou.com)11/24 Report--

CTOnews.com, June 18, you must have seen a lot of online reviews on various social platforms, but have you considered or been able to tell whether these reviews are fair or not? According to Zhongxin Jingwei report, some evaluation accounts are not real third parties, but charge merchants' fees to conduct hidden advertisements in the form of evaluation or anti-counterfeiting. This practice not only damages consumers' right to know and fair trade, but also affects the credibility of the evaluation industry.

Recently, Xiaoqiu, who runs an online hairy crab store, received a number of private messages from teams claiming to be professional evaluation numbers, promoting evaluation services to her, the report said. They claim that they can help businesses increase traffic and conversion rates from a third-party point of view, and suggest that she do both evaluation and anti-counterfeiting to increase objectivity. Xiaoqiu found that the quotations of these evaluation teams are very high, the cheapest is thousands of yuan each, and the most expensive is even hundreds of thousands of yuan.

It is understood that the current network evaluation has formed a mature industry chain, there are special MCN institutions to provide a variety of platforms and fans of the evaluation account resources. These accounts, usually named after "XX evaluation" and "XX anti-counterfeiting", appear to be neutral and professional, but actually produce videos or graphics based on the content provided by the brand. Some accounts directly introduce goods and guide consumers to place orders, while others exaggerate the advantages of a product or belittle competitive products in the name of fighting counterfeiting.

A quotation sheet provided by MCN shows that the quotations of each evaluation account range from several thousand yuan to tens of thousands of yuan based on the number of fans. Some staff also said that some 10 million-level online celebrities and even some stars will also do the evaluation content. Online celebrities at the level of 10 million fans offer a price of about 500000 yuan, and stars offer a price of about 700000 yuan.

According to the investigation report on the impact of "third-party testing" on consumers' rights and interests released by the China Consumer Association, nearly 80 percent of consumers will watch "third-party testing" before shopping, but 55.7 percent of the "third-party testing" is suspected to have an integrated model of commercial testing, so it is difficult to guarantee fairness. The results of the experiential survey of 350 account works show that 93.1% of the "third-party evaluation" are suspected of having evaluation standard problems, and 35.7% of the "third-party evaluation" are suspected of false evaluation and so on.

CTOnews.com noted that the measures for the Administration of Internet Advertising, which came into effect on May 1, details the advertising regulatory rules in key areas such as soft text advertising, Internet advertising with links, and the use of live Internet advertising. If you clearly promote goods or services in the form of knowledge introduction, experience sharing, consumption evaluation, and attach shopping links, advertising publishers should clearly indicate "advertising."

For this mess, the lawyer believes that the paid assessment is suspected of infringing upon the rights and interests of consumers, and should bear the corresponding legal liability. In addition, the platform should also strengthen the mechanism for content review and complaint reporting of such accounts. As far as consumers are concerned, it is necessary to compare goods when buying goods, do not blindly follow the trend, and retain the ability to question third-party evaluation institutions that are not qualified.

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