Core Viewpoint - The emergence of "professional barrage operators" in the e-commerce industry represents a significant issue, as they manipulate consumer perceptions through deceptive comments in live streams and short videos, leading to potential consumer fraud and market disorder [1][2]. Group 1: Definition and Impact - "Professional barrage operators" are individuals who use fake accounts or hire "internet water armies" to post pre-written comments in interactive scenarios, misleading consumers about product efficacy and creating false traffic [1]. - The recent case handled by Beijing's market supervision authority marks the first instance of legal action against these operators, resulting in a fine of 100,000 yuan and referral of related parties to law enforcement [1]. Group 2: Broader Implications - The issue of "professional barrage operators" is indicative of larger problems within the e-commerce sector, where ordinary consumers may unknowingly participate in similar deceptive practices to gain rewards from merchants [2]. - If these deceptive practices are not curtailed, it could undermine the integrity of the e-commerce industry and negatively affect societal values [2]. - The crackdown on "professional barrage operators" is seen as a necessary step to combat the pervasive marketing tactics that distort consumer trust and market order [2].

Core Viewpoint - The article highlights the emergence of "professional barrage people" in live streaming e-commerce, who manipulate fake accounts to post scripted comments, misleading consumers about product efficacy and creating false popularity [1][2]. Group 1: Definition and Impact - "Professional barrage people" are individuals who control fake accounts or hire "internet water army" to post pre-written comments in live streams and short videos, fabricating product effectiveness and user reviews [1]. - The actions of "professional barrage people" violate consumer rights, degrade shopping experiences, and harm the online consumption environment, leading to a vicious cycle where low-quality products overshadow better ones [2]. Group 2: Regulatory Response - The recent case marks the first instance of enforcing laws against "live review manipulation," establishing a legal precedent and signaling that false advertising in live streams will not be tolerated [2]. - The National Market Supervision Administration and the National Internet Information Office are drafting the "Live E-commerce Supervision Management Measures," which clarify the responsibilities of live e-commerce platform operators regarding compliance and information management [2]. - There is an expectation for platforms to implement stricter account verification and comment filtering mechanisms, while regulatory bodies should enhance efforts to combat the black and gray market chains involved in these practices [2].

Core Viewpoint - The rise of "professional barrage people" in live streaming commerce has led to legal actions against the practice of fabricating user reviews, highlighting the need for stricter regulations in the industry [2][3][4]. Group 1: Industry Overview - Live streaming commerce has experienced explosive growth, becoming a new shopping choice for consumers, but it has also given rise to the black market of "professional barrage people" who create false traffic [2][3]. - The interaction-driven algorithmic distribution mechanism in live streaming has incentivized merchants to use fake comments to create a false sense of popularity, leading to a distorted market environment [3][4]. Group 2: Legal and Regulatory Framework - The case against a Beijing company for hiring "professional barrage people" to falsely promote a jelly product's weight loss claims marks the first legal action against such practices, setting a precedent for future cases [2][3]. - According to the Anti-Unfair Competition Law, businesses are prohibited from making false or misleading commercial promotions, and the actions of "professional barrage people" violate this law, harming consumer rights and fair market competition [3][4]. Group 3: Consequences and Recommendations - The actions of "professional barrage people" can lead to severe legal consequences, including potential criminal charges for illegal business operations if the financial thresholds are met [4][5]. - To combat the issue, live streaming platforms must take responsibility by utilizing technology to monitor and identify fake comments, while regulatory authorities should increase enforcement efforts against the underlying organizations behind these practices [5][6].

Core Viewpoint - The article highlights the case of a Beijing-based biotechnology company fined for employing "professional barrage people" to create false consumer reviews and mislead customers about a weight loss product, marking a significant enforcement action in the live-streaming e-commerce sector [1][4]. Group 1: Company Actions - The company was found to have hired "professional barrage people" to post exaggerated comments in live-streaming sessions, claiming the product could lead to significant weight loss in a short period [2][3]. - The enforcement action revealed that the company had been purchasing services to artificially inflate its product's popularity and fabricate user reviews since May 16, 2024 [3]. Group 2: Regulatory Response - The Beijing Municipal Market Supervision Administration imposed a fine of 100,000 yuan on the company for violating the Anti-Unfair Competition Law and related regulations [3]. - This case is significant as it sets a legal precedent for addressing "review manipulation" in live-streaming, providing a framework for similar future cases [4]. Group 3: Industry Implications - The case exposes a management blind spot in the live-streaming industry regarding the "industrialization of traffic fraud," prompting platforms to enhance real-time anti-cheating systems [4]. - The enforcement action serves as a warning to other online retailers to provide accurate and truthful product information, avoiding artificial methods to manipulate consumer perception [4].