评价劫持行为的反不正当竞争法规制

Regulation of Review Hijacking under the Anti-Unfair Competition Law

摘要: 在线评价体系作为缓解数字交易信息不对称的核心信用机制，正面临“评价劫持”行为的挑战。评价劫持行为通过切断评价与商品的真实关联，实质上扭曲了市场竞争的信息基础。当前，我国《反不正当竞争法》针对评价劫持的规制面临法律适用标准模糊、技术隐蔽性导致监管阻碍、平台责任落实不到位以及消费者救济渠道缺失等现实困境。为破解上述困境，应构建系统化规制路径，明确《反不正当竞争法》的规范适用，将评价劫持纳入虚假宣传与数据保护条款规制范畴；推动监管执法向数字化、协同化转型以提升效能；强化平台在规则制定与技术监测中的责任，并健全消费者集体诉讼机制以完善救济路径，最终通过法治规制、技术理性与平台治理的深度融合，筑牢数字经济公平竞争的制度根基。

Abstract: Online review systems, as the core credit mechanism for alleviating information asymmetry in digital transactions, are facing unprecedented challenges posed by review hijacking practices. By severing the genuine nexus between consumer reviews and the corresponding goods or services, review hijacking essentially distorts the informational foundation of market competition. Currently, the regulation of review hijacking under China’s Anti-Unfair Competition Law confronts multiple practical dilemmas: ambiguous standards for legal application, regulatory impediments resulting from technological concealment, inadequate enforcement of platform obligations, and the absence of effective consumer remedy channels. To resolve these predicaments, a systematic regulatory framework should be constructed. Specifically, we need to clarify the applicability of Anti-Unfair Competition Law provisions by incorporating review hijacking into the regulatory scope of both false advertising and data protection clauses; advance the digital and collaborative transformation of regulatory enforcement to improve efficiency; strengthen platform responsibilities in rule formulation and technical monitoring; and refine the consumer class action mechanism to enhance remedy access. Ultimately, through the profound integration of rule-of-law regulation, technological rationality and platform governance, we can solidify the institutional foundation for fair competition in the digital economy.