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]