电商领域AI虚假评论的法律规制研究

Research on Legal Regulation of AI-Generated Fake Reviews in E-Commerce

摘要: 电商领域AI虚假评论的泛滥对消费者权益、市场公平竞争及平台信誉构成严重威胁。当前对其的法律规制面临定性模糊、主体责任不清、监管技术滞后与行业自律缺失等多重困境，导致治理效能不足。为此，亟需完善相关法律规范，以明确AI生成内容的法律属性与虚假性认定标准，厘清商家、平台及技术提供者等主体责任边界，创新大数据与机器学习等监管技术手段，并强化行业自律与社会共治，从而构建系统化的治理体系，有效遏制AI虚假评论滋生，重塑电商评价生态的公信力与健康秩序。

Abstract: The proliferation of AI-generated fake reviews in the e-commerce sector poses a serious threat to consumer rights, fair market competition, and platform credibility. Current legal regulation faces multiple challenges, including ambiguous legal characterization, unclear accountability of relevant entities, lagging regulatory technologies, and a lack of industry self-discipline, resulting in insufficient governance effectiveness. To address these issues, there is an urgent need to improve relevant legal frameworks by clarifying the legal nature of AI-generated content and the criteria for determining falsity, defining the accountability boundaries of merchants, platforms, and technology providers, innovating regulatory technological means such as big data and machine learning, and strengthening industry self-regulation and collaborative societal governance. This will help establish a systematic governance framework to effectively curb the spread of AI-generated fake reviews and restore credibility and healthy order to the e-commerce evaluation ecosystem.