治理虚假好评需商家、平台和消费者三方同向发力。商家要清醒地认识到"刷好评"不仅会引发消费 者的强烈反感，损害店铺形象，更是涉嫌违法违规的恶劣行为。网店管理者要解开套在员工身上的"好 评率"枷锁，不以好评数量作为绩效考核标准，让员工可以把更多精力花在提升商品质量和改善服务 上。 平台应主动压实监管责任。其中，电商平台要加紧优化虚假好评甄别技术，对于用户评价异常的账 号要追加检查其交易和财务数据，及时约谈扰乱行业秩序的违规商家；各类社交平台也要加大内容审查 力度，扩容违规关键词库，尽快处理公开处置编造好评的违规发帖。 广大用户在网购时，除提高对虚假好评的辨别能力外，还要积极抵制各类返现诱惑，远离"刷单兼 职"。如遇强制索要好评或要求删除差评的不良商家，消费者要保存好证据及时向平台举报。（王雨 婷） 在一些社交平台搜索"买家秀"一词会出现大量征集帖，有人在线接单，提供刷单好评服务。日常生 活中，商家随商品附赠卡片引导消费者拍照片、给好评得红包的现象也时有发生。更有甚者，要求想退 货退款的买家先给出五星好评，才同意退货退款。有些给出差评的消费者，还会受到电话骚扰，最终迫 于无奈违背自身意愿删除差评。 这些刷出来的好评 ...

Core Points - The new Anti-Unfair Competition Law focuses on regulating the digital economy, addressing issues such as search engine bidding, fake reviews, and counterfeit accounts, which are closely related to consumer rights protection [1][3][8] Search Engine Bidding Regulation - The law introduces regulations against using others' product names or trademarks as search keywords, which can mislead consumers and create confusion [2][3] - Violators may face penalties including cessation of illegal activities, confiscation of illegal goods, fines, or revocation of business licenses [3] Fake Reviews Industry - The law targets the practice of generating fake reviews, which mislead consumers and distort market competition [4][6] - Businesses involved in organizing fake transactions or reviews will face strict penalties, promoting fair competition and protecting consumer rights [6][8] Counterfeit Accounts in Social Media - The law prohibits the unauthorized use of influential new media account names or logos, which can mislead the public [7][8] - This regulation aims to protect the intellectual property and market value of original content creators, fostering a healthier competitive environment in the digital space [8]

Core Viewpoint - The prevalence of fake reviews in online shopping, driven by practices like "brushing," undermines consumer trust and market integrity [1][2][3] Group 1: Case Study and Legal Framework - A recent case in Henan province resulted in a five-and-a-half-year prison sentence and a fine of 6.25 million yuan for an individual involved in organizing fake reviews [1] - The practice of "brushing" involves creating false sales and positive reviews to artificially inflate a store's reputation without actual transactions [1][2] - Legal regulations, such as the Anti-Unfair Competition Law and the Interim Provisions on Online Anti-Unfair Competition, prohibit businesses from engaging in false transactions and misleading promotions [2] Group 2: Market Impact and Consumer Experience - The phenomenon of "brushing" leads to a cycle where genuine businesses struggle to compete against those that manipulate reviews, ultimately harming the overall consumer ecosystem [2] - Consumers often encounter incentives for leaving positive reviews, such as cash back or rewards, which can blur the lines of ethical behavior in online shopping [2] Group 3: Solutions and Recommendations - Addressing the issue of fake reviews requires a collaborative effort from merchants, consumers, platforms, and regulatory bodies [3][4] - Merchants should focus on genuine customer experiences to build real reputations, while consumers need to be vigilant about identifying fake reviews [3] - Platforms must invest in technology to detect and penalize fraudulent review practices, and regulatory authorities should enforce strict penalties across the supply chain [3][4] - Establishing a mechanism that rewards integrity and punishes dishonesty can shift the focus from "brushing" to genuine business practices [4]