网络交易虚假评论行为法律规制研究
Research on Legal Regulation of False Comments in Online Trading

网络交易环境下，商品服务的已有评价对将要购买此种商品或服务的消费者具有较大的参考价值。部分经营者为获取竞争优势，利用虚假评论的方式诋毁竞争对手，损害消费者利益，扰乱网络交易市场环境。当前，我国有关法律法规对网络交易虚假评论行为的规制仍不够明确，虚假评论行为主体责任认定困难，消费者权益保护机制匮乏。对此，应尽快完善相关法律法规；加大对虚假评论行为的监管和处罚力度，完善举证责任分配机制。
In the network trading environment, the existing evaluation of goods and services has great reference value for consumers who will buy such goods or services. In order to gain competitive advantages, some operators use fake reviews to denigrate competitors, damage consumers’ interests, and disrupt the online trading market environment. At present, the regulation of online trading false reviews is still not clear. It is difficult to identify the responsibility of false reviews, and the protection mechanism of consumers’ rights and interests is lacking. Therefore, relevant laws and regulations should be improved as soon as possible. Strengthen the supervision and punishment of false comments, and improve the burden of proof allocation mechanism.