许多消费者在购物时习惯查看评论，然而在真实评论中常掺杂虚假评论，这对消费者的线上购物信心构成了严重影响。好消息是，美国消费者在这方面的情况有望得到改善。
美国联邦贸易委员会（FTC）近日宣布了一项新规，禁止故意购买或出售虚假在线评论。新规规定，FTC有权对违法者处以最高约51,744美元的罚款。
新规要点
此次新规旨在限制AI生成的虚假评论以及为获取报酬而歪曲产品或服务体验的不实评论。同时，社交媒体上的虚假观点或粉丝买卖、以及使用恐吓手段删除负面评论的行为也将受到打击。
虽然这项规定是最新出台的，但实际上早在2023年6月，FTC就已经提出了这一规则，并于今年2月举行了非正式听证会，随后纳入了公众意见，形成了最终的规则条款。
背景与原因
新规的出台原因十分明确。随着越来越多的消费者转向线上购物，他们也越来越依赖评论获取产品信息。然而，美国公共利益研究小组引用的行业观察数据表明，约30%至40%的在线购物评论存在虚假情况，而消费者很难辨别哪些评论是可信的。
新规的实施旨在为消费者创造一个更加公平、透明的购物环境。FTC主席Lina Khan表示，这一规定将保护美国消费者免受欺诈，并推动公平竞争的市场环境。
电商平台的反应
在打击虚假评论方面，电商平台也在不断采取措施。例如，亚马逊之前曾发现卖家通过在包裹中放置评价诱导小纸条来鼓励好评，这种做法被亚马逊禁止。然而，诱导评价的行为并未彻底消失，许多卖家仍通过邮寄“明信片”的方式，承诺消费者只要在订单上写下评论即可获得20美元的亚马逊电子礼品卡。
尽管这种做法看似只是鼓励评论，实际上仍属于索取好评的行为。亚马逊对此态度坚决，一旦发现卖家试图操控评论，便会采取措施，包括下架商品和撤销销售权。
严厉打击虚假评论的原因在于，这些虚假评论不仅可能影响产品排名，导致市场不公平，还会削弱消费者对在线评论的信任。一旦信任受损，对整个市场来说将是一个重大打击。新规的实施和电商平台的持续努力，将有助于恢复和增强消费者对线上购物评论的信心。
FTC Implements New Rule to Combat Fake Online Reviews
Many consumers habitually check reviews before making purchases, but the presence of fake reviews among genuine ones severely impacts consumer confidence in online shopping. The good news is that this situation may soon improve for U.S. consumers.
The Federal Trade Commission (FTC) has recently announced a new rule that prohibits the deliberate buying or selling of fake online reviews. Under this rule, the FTC has the authority to impose fines of up to approximately $51,744 on violators.
Key Points of the New Rule
The new rule aims to address the issue of AI-generated fake reviews and reviews that distort product or service experiences for compensation. It also targets the trading of fake opinions or followers on social media and the use of intimidation to remove negative reviews.
Although this rule is new, the FTC initially proposed it in June 2023, held an informal hearing in February this year, and incorporated public feedback before finalizing the rule.
Background and Rationale
The reason for this new rule is clear. As more consumers turn to online shopping, they increasingly rely on reviews to obtain product information. However, data from the U.S. Public Interest Research Group indicates that approximately 30% to 40% of online shopping reviews are fake, making it difficult for consumers to discern which reviews are trustworthy.
The implementation of this rule aims to create a fairer and more transparent shopping environment for consumers. FTC Chair Lina Khan stated that the rule will protect U.S. consumers from deception and promote a competitive market environment.
Reactions from E-commerce Platforms
E-commerce platforms are also actively working to combat fake reviews. For example, Amazon previously found that sellers were placing review solicitation cards inside packages to encourage positive reviews, a practice that was banned by Amazon. However, the phenomenon of review solicitation persists, with many sellers still sending postcards promising a $20 Amazon gift card for posting a review on the corresponding order.
Although this practice might seem like an effort to gather consumer feedback, it essentially amounts to soliciting positive reviews. Amazon has taken a firm stance on this issue, stating that it will take measures, including removing products and revoking sellers' privileges, if it detects attempts to manipulate reviews.
Conclusion
The strict enforcement against fake reviews is crucial as these false reviews can skew product rankings, create market unfairness, and erode consumer trust in online reviews. Once trust is compromised, it poses a significant risk to the market as a whole. The new rule and ongoing efforts by e-commerce platforms will help restore and enhance consumer confidence in online shopping reviews.
往期推荐
关注外贸加
走在最前沿
投稿：8568719@qq.com
商务合作 ：19903889588（微信同）
