"Brush review" can not become a business "review ecology" urgently needs "clear"

News Background:

In recent years, the relevant departments have repeatedly carried out special rectification actions to crack down on unfair competition behaviors such as brushing single speculation and false propaganda, and some review platforms have also intervened to rectify the problem of traffic fraud such as brushing and controlling evaluations, and tens of thousands of accounts have been processed each time, but chaos such as brushing points and controlling evaluations is still difficult to eradicate.

Creative photo by Xu Zijie, China Economic Network

"Brushing points and controlling evaluations" touches the legal red line

The "review ecology" is destroyed, and the first to suffer losses is consumers. Taking catering as an example, some internet celebrity restaurants have no real name, and consumers who come to admire them spend time queuing up and waiting for seats, but they frequently step on thunder. In order to rank high scores, many merchants even use third-party institutions to buy praise at high prices. In the long run, the merchants who make products with their hearts are silent, but those who spend money to buy praise are famous, and bad money drives out good money, disrupting the normal market order.

From the legal level, in the industrial chain of the network water army, whether it is the participants at the end or the organizers at a higher level; whether it is self-hype, marketing for the purpose of organizing posts and comments for the purpose of slandering and "black" competitors, it is suspected of violating the law or even committing crimes, which is beyond doubt.

Rectifying the "Review Ecology" from the Source

The cornerstone of a review website is the "reference value" formed by the spontaneous sharing of consumers' "true opinions". But from the feedback from practice, this track does not seem to be so easy to work. First of all, there may not be so many users who are willing to "share the consumption experience", and many people belong to "silence", "little talk" and "diving" in the network field. This leads to the second problem, which is that a large number of "professional players" who can speak, have other plans, and are organized are full of them, polluting the information quality of this field from the source.

The root cause is that the merchant lacks business ethics, challenges the legal bottom line, and regards "reviews" as a tool to obtain short-term benefits. While high traffic tends to lead to high yields, if traffic is used as the only baton, it can make the entire market impetuous.

Work together to cut off the chain of interests of the network trolls

The platform is the most direct and efficient way to manage online evaluations. "Brushing points and controlling evaluation" will affect the objectivity and neutrality of the platform, and the review platform that loses credibility will not last long. Therefore, the platform should strengthen the management of settled merchants, use background algorithms, identification procedures, etc. to monitor the authenticity of the evaluation, and take hierarchical punishment measures such as warning, blocking, reducing the right to speak of illegal accounts, and restricting transactions for merchants suspected of "brushing points and controlling evaluations". In addition, the market supervision department should form a regulatory synergy with other departments such as Internet information and public security, innovate regulatory methods, and build a true and credible "review ecology" with multiple parties.

At the same time, in some reports, it is also mentioned that the vigilance of the network trolls group is very high, often the task is completed to disband the group, so that the difficulty of collecting evidence and identification is further increased, and the relevant law enforcement departments must also follow up in a timely manner, find and investigate together, carry out severe crackdowns, form a synergy with the platform, and cut off the interest chain of the network trolls.

(The above comprehensive economic daily, China Youth Daily, Yangcheng Evening News, Guangming Network)

In a nutshell:

@ Purr Xiucai: Before someone bought my account for 600 yuan, I didn't dare to sell, I still have to use it.

@ The next year is still smiling peach spring: to purify the cyberspace, the relevant departments should supervise and control it well.

@ Sheng Shi Beauty Ruying accompanied: Oh, this time is to brush the score, what is next time? Just talk nonsense?

@Ah Stupid Cat: 5 bucks on the score, I see a lot of this kind of advertising.

China Economic Network Editor's Afterword:

Nowadays, the "tricks" of brushing points and controlling evaluations are constantly renovated, which really pits customers, chaos the market, and suffers merchants. You know, whether it is "cashback" for praise, or "water army" brush bad reviews, if it is not true and credible, it will lose the meaning of evaluation. Word of mouth and reputation are not "brushed", "brush review" can not become a business, to build a benign and healthy "review ecology", it is urgent for merchants, platforms, users and regulatory departments to form a joint force, common "clear".