As the annual "Double" online shopping promotion season kicks in, consumers are faced with a vast array of promotional goods, necessitating a comparison of prices and a comprehensive evaluation. With the rise of concepts like "planting grass" and "real experiences," a large number of "third-party reviews" online accounts have gained popularity, attracting many consumers to use them as a reference for their purchasing decisions.

The China Consumers Association has issued a consumer alert, stating that "third-party evaluations" can serve as a reference, but they may also mislead consumers due to being "off track" or "distorted." Consumers should view internet promotional activities and product evaluation marketing information rationally.

Focus on the "third-party evaluation" entity's reputation and credit.

The relevant official from the China Consumers Association explained that "third-party evaluation" generally refers to organizations or individuals who have not obtained the certification of national inspection and testing qualifications or the accreditation of the China National Accreditation Service for Conformity Assessment. They claim to evaluate products by conducting their own tests, experiments, experiences, or by referencing comparative professional test results, analyzing research data, and expressing subjective usage feelings. These evaluations compare the quality, functions, design, ingredients, services, cost-effectiveness, and other aspects of products either horizontally or vertically, and then publish and promote the results through self-media in the form of graphics, videos, or live broadcasts.

Some "third-party review" account owners have questionable reputation and credibility. Bloggers on different platforms may have different sensory evaluations or even completely opposite conclusions about the same product. The same blogger may also reach different conclusions when reviewing similar products at different times. Additionally, some "third-party review" accounts publish information that is not original, but rather compiled from online sources or copied and mixed, raising questions about their reliability and scientific validity.

Behind the "third-party evaluation" accounts that publish a large number of works, many are natural persons who cannot bear responsibility, causing consumers who trust "third-party evaluations" to suffer emotionally and face difficulties in consumer rights protection. Therefore, when browsing related evaluation information, consumers should promptly search for verification and consciously stay away from those with more negative comments, obvious tendencies to promote products, or even unfair evaluations. For behaviors that涉嫌mislead or deceive consumers, such as swapping evaluation concepts or contradicting evaluation results, consumers can retain evidence and file complaints with relevant internet platforms and departments, legally asserting their rights.

Pay attention to the declared evaluation method

One reason why "third-party evaluation" information attracts the attention of netizens is its foundation on the genuine experiences and perspectives of ordinary consumers. It employs more diverse, meticulous, and professional testing, examination, and experiential methods to present or recommend information about different brands and series of products and services to the public from multiple dimensions, bearing the "cost of trial and error" and providing consumers with decision-making references.

However, some "third-party evaluation" accounts disclose evaluation processes that rely entirely on subjective assessments, lacking scientific evaluation methods and unable to provide authentic and credible experimental evidence; some bloggers and hosts' commentary is filled with phrases like "must-buy," "tax on intelligence," "who buys regrets," and "miss it and wait a year," seemingly sincere but actually deeply manipulative, not only misleading consumers but also potentially involving unfair competition or commercial defamation.

Consumers should pay attention to verifying the rationality of the evaluation projects when browsing information about "third-party evaluations" and recommended products. They should also check whether the sources of evaluation information or data are clearly marked, if there are any common sense errors or logical fallacies in the related data conclusions. Additionally, they can review the author's past achievements, like counts, and comments from netizens of the account to comprehensively compare the authenticity and rationality of the information.

Be wary of using popular science sharing to bring goods to marketing for the name industry

When it comes to various "red and black lists," "must-have item lists," and "avoidance lists" promoted by certain anchors and bloggers, it is advisable to compare them across multiple platforms and channels, viewing various evaluation rankings and content objectively and rationally. Regarding the promotional discount information provided by "third-party evaluation" anchors and bloggers, especially titles and slogans with strong emotional and guiding properties such as "mindlessly purchase" and "family, feel free to rush," consumers should remain more vigilant.

The Internet Advertising Management Measures, which came into effect from a specified month and year, clearly stipulate that, except in cases where the law or administrative regulations prohibit the publication or disguised publication of advertisements, advertisements that promote goods or services through forms such as knowledge introduction, experience sharing, and consumption evaluation, and include shopping links or other purchase methods, must be prominently marked as "Advertisement" by the advertisers.

Some "third-party evaluation" accounts have failed to balance the relationship between impartiality, objectivity, and profit-making, transforming into traffic spokespersons for commercial interests, using scientific sharing as a guise to engage in marketing and sales, thereby infringing upon consumers' right to know and the right to fair trade. A small number of bloggers, hosts, and operators have also misrepresented or falsified inspection and testing indicators, or even directly fabricated false inspection reports, promoting counterfeit and inferior goods that are overpriced and of poor quality. Once verified, they must bear corresponding legal consequences.

The Implementing Regulations of the Consumer Rights Protection Law stipulate that operators who provide goods or services through commercial promotions, product recommendations, physical displays, or notifications, statements, and in-store notices, and make commitments regarding the quantity, quality, price, after-sales service, liability, etc. of the goods or services, shall fulfill the content of their commitments to consumers who purchase the goods or receive the services.

The China Consumers Association urges all "third-party evaluation" marketing entities to adhere to the principles of fairness and integrity, presenting consumers with authentic, effective, and trustworthy consumption reference information. It is recommended that relevant online shopping platforms further improve the rules for the application and verification of inspection and testing reports, allowing consumers to shop with confidence and boosting consumer confidence.