（原标题：央视起底直播带货弹幕乱象 全国首张"职业弹幕人"罚单开出！） 据央视新闻报道，在网络直播间购物，你会留意弹幕吗？在一款产品名为"燃咔果冻"的直播间里，直播 带货过程中不断有弹幕弹出，比如"轻松瘦35斤""喝酒夜宵也能瘦"，因为反馈效果好，吸引众多消费者 购买，大半年时间售出了上万单。 然而，这背后是以"职业水军"虚构减肥奇迹，用批量刷评制造的消费陷阱。北京市市场监管局对相关公 司开出10万元罚单，成功查办全国市场监管领域直播电商"职业弹幕人"首案。 直播间相同账号频繁发弹幕，反馈内容却矛盾 直播间里，带货主播正在销售一款198元两盒的"燃咔果冻"，虽然没有直接宣称其具有"减肥功效"，下 方却弹出不少弹幕，反馈吃了果冻后瘦身效果显著。 一个账号为"二XXX"的"消费者"先是发弹幕表示："轻轻松松掉了35斤"，过一会儿又发弹幕说："不饿 不动，瘦了16.6。" 不仅如此，显示为不同账号的"消费者"，发送的弹幕内容竟然一模一样。 账号为"二XXX"的用户称："不饿不动搞了16.6"，过了一会儿，显示为"鸿XXX"的账号，发来了同样的 反馈，内容一字不差。 直播间里这些异常弹幕，引起了市场监管人员的警觉。 ...

央视网消息：从早些年的刷单炒信，到后来的"好评返现卡"，如今又出现了调动气氛的"职业弹幕人"， 那么，到底什么是"职业弹幕人"？ ...

央视新闻客户端消息，在网络直播间购物，您会留意弹幕吗？前段时间，在一款产品名为"燃咔果冻"的直 播间里，直播带货过程中不断有弹幕弹出，比如"轻松瘦35斤""喝酒夜宵也能瘦"，因为反馈效果好，吸引 了众多消费者购买，大半年时间售出了上万单。买的人越来越多，一张罚单也从天而降，到底是怎么回事 儿呢？ 01 相同账号频繁发弹幕 反馈内容却自相矛盾 0:00 / 2:12 直播间里，带货主播正在销售一款"燃咔果冻"，198元两盒。记者注意到，带货主播虽然没有直接宣称这 款果冻具有"减肥功效"，下方却弹出不少弹幕，反馈吃了果冻后瘦身效果显著。 直播间里这些异常弹幕，引起了市场监管人员的警觉。 北京市市场监管综合执法总队四级主办 陆楠：我们发现异常行为主要是有以下几点：一个是同一条弹幕， 可能会有不同的用户在反复发送。第二个就是同一条用户可能会反复发一些前后矛盾的弹幕内容，比如说 有的用户发一会是"我是新疆的谁谁谁，我买了很管用"，一会是"我是上海的谁谁谁买了很管用"。通过这 个我们就发现它高度疑似是雇了职业弹幕人在直播间发送了相关的弹幕话术。 02 什么是"职业弹幕人"？ 这个显示账号为"健XXX"的所谓"消费者"称： ...

用批量弹幕构筑话术陷阱，雇佣"职业水军"伪造减肥奇迹，假借"过来人"身份吸引消费者上当受骗。近 日，北京市市场监管局对属地某生物科技有限公司开出10万元罚单，成为成功查办全国市场监管领域直 播电商"职业弹幕人"首案。 什么是"职业弹幕人"？它为何兴起、有什么特点？在"乱花渐欲迷人眼"的消费市场中，消费者如何擦亮 双眼，识别其伪装？各方如何发力打造"诚实清朗"的消费环境？记者进行了采访。 上网当"托"，扰乱市场秩序 今年6月，北京某生物科技公司直播销售一款名为"燃咔果冻"的食品。直播间里，"真给力，3颗就瘦了 3.2斤""3天成功7天破（减肥）平台期"等夸张弹幕不断刷屏，令一些消费者跃跃欲试。 然而执法人员通过IP地址分析和用户行为建模发现，该公司涉嫌购买第三方服务，批量发送虚假弹幕， 而其雇佣的这些尚未用过产品或明知产品无效却依旧操控虚假账号刷屏的团伙，就是"职业弹幕人"。他 们在直播、短视频等互动场景中批量发布事先写好的弹幕评论，虚构产品功效、用户评价，制造虚假流 量。 "职业弹幕人"为何兴起？中国社会科学院法学研究所网络与信息法研究室副主任、副研究员周辉认 为，"职业弹幕人"本质就是"网络水军"，"在直播 ...

用批量弹幕构筑话术陷阱，雇佣"职业水军"伪造减肥奇迹，假借"过来人"身份吸引消费者上当受骗。近 日，北京市市场监管局对属地某生物科技有限公司开出10万元罚单，成为成功查办全国市场监管领域直 播电商"职业弹幕人"首案。 什么是"职业弹幕人"？它为何兴起、有什么特点？在"乱花渐欲迷人眼"的消费市场中，消费者如何擦亮 双眼，识别其伪装？各方如何发力打造"诚实清朗"的消费环境？记者进行了采访。 另据《报告》，我国去年直播电商用户规模突破5.97亿，占全部网民规模的五成左右。马丽红指出，对 网络诚信体系而言，"职业弹幕人"极易透支公众对网络信息内容、平台和企业的信任。因此，"职业弹 幕人"乱象理应得到治理。 上网当"托"，扰乱市场秩序 今年6月，北京某生物科技公司直播销售一款名为"燃咔果冻"的食品。直播间里，"真给力，3颗就瘦了 3.2斤""3天成功7天破（减肥）平台期"等夸张弹幕不断刷屏，令一些消费者跃跃欲试。 然而执法人员通过IP地址分析和用户行为建模发现，该公司涉嫌购买第三方服务，批量发送虚假弹幕， 而其雇佣的这些尚未用过产品或明知产品无效却依旧操控虚假账号刷屏的团伙，就是"职业弹幕人"。他 们在直播、短视频等互 ...

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].