"Which brand should I choose?" "How does the product feel?" With the popularity of mobile Internet and the rapid development of e-commerce platforms, consumers often face the "trouble of choice" when shopping. In recent years, more and more third-party evaluation institutions have appeared on major Internet platforms to "plant grass" and "pull grass" for consumers. Experts pointed out that at present, the independence, impartiality and standardization of some internet evaluation institutions are insufficient, and many industry chaos needs to be dealt with urgently. "Looking at evaluation before buying" has become a consumption habit The reporter searched the keyword "evaluation" on an Internet platform and showed that there were more than "2.2 million +" notes, including food, clothing, skin care products, digital products, small household appliances and even toys. It can be said that "everything can be evaluated". Many evaluation notes leave eye-catching comments on the cover map, such as "must enter", "who buys who regrets", "not IQ tax", etc. The so-called third-party evaluation refers to the inspection and evaluation of goods or services independent of two subjects with relevant interests, in a fair and authoritative non party capacity, according to relevant laws, standards or contracts, and give non tendentious conclusions. Nowadays, "looking at evaluation before buying" has become the daily habit of many consumers, which has led to the emergence of a large number of "evaluation bloggers" on major Internet platforms. They provide reference and suggestions to consumers in the form of pictures, words or videos, combined with their personal consumption experience of goods or services. Taking beauty products as an example, the reporter observed that these evaluation bloggers often explain the use effect of products in combination with their own skin type. "The development of internet evaluation institutions has presented industrial characteristics." Fan Shiqian, an associate professor at the school of civil and commercial economic law of China University of political science and law, pointed out in an interview with our reporter that an objective and fair evaluation has certain positive significance. For consumers, by referring to the relevant evaluation contents, they can choose goods and services more targeted and reduce the selection cost. For businesses, the third-party evaluation organization has formed a supervision force to a certain extent, which is conducive to forcing enterprises to provide more high-quality products and services and promoting the benign development of the market. False evaluation distorts the industry ecology Recently, a digital blogger with more than 100000 fans was sentenced to compensation of more than 86000 yuan for "publishing false evaluation to damage the reputation of the enterprise". Insiders pointed out that false evaluation information will not only mislead public opinion, but also infringe on the reputation rights of producers and operators and disrupt the healthy market order. This case defines the reasonable boundary of evaluation speech and regulates the false evaluation behavior on the Internet, which is of positive significance to create a clear and orderly cyberspace and protect the legitimate rights and interests of enterprises. For some time, there have been voices of consumers referring to relevant evaluations to buy problematic goods and questioning the impartiality of evaluation institutions. Recently, the news of "mutual pinch" between the two third-party evaluation institutions in the consumer field has been on the hot search, which has once again aroused people's attention to the chaos of the third-party evaluation industry. Insiders pointed out that due to the lack of rigid regulations such as professional qualification and access threshold, the third-party evaluation institutions are mixed. Some evaluation institutions have self-supporting standards, false evaluation and malicious public relations from time to time, which is difficult to be scientific and fair. Xiao Yang, a football fan, didn't expect that after the two football matches, the newly bought sneakers opened their glue. In order to buy a good pair of sneakers, he spent hours watching the evaluation video released by a third-party evaluation platform, and finally spent more than 600 yuan to buy the sneakers recommended by the video blogger. "But why does it break when you wear it? Why are the products recommended by these evaluation platforms so unreliable?" Xiao Yang was puzzled. It is understood that some consumer goods evaluation platforms "support the test by business". While carrying out various evaluations, they carry out e-commerce sales and advertising marketing. The quality of their sold goods is often difficult to guarantee. Feng Yan often buys goods from a third-party evaluation platform because "it saves time and effort, and there is no need to shop around". However, the goods she recently bought from an evaluation platform frequently have quality problems. For example, the newly bought thermos cup has just been filled with hot water, and the water in the cup is cold. Yang Haiping, a researcher at the Institute of securities and futures of the Central University of Finance and economics, believes that generally speaking, at present, the Internet third-party evaluation institutions are still in the early stage of development, and there are mainly the following problems: first, there are a large number of institutions, but the influence is relatively insufficient, and the impartiality of some institutions is in doubt, so it is difficult to ensure the authority as a third-party evaluation institution. Second, the evaluation institutions have developed rapidly, but the maturity of the business model is relatively insufficient, mainly due to the failure to deal with the relationship between fairness and profitability. Third, the evaluation institutions are relatively active, but the standardization is relatively insufficient, mainly due to the low access threshold and insufficient supervision and management. The reporter will find that there are two words of "sponsor" and "sponsor" on the evaluation platform, and there are not many "fake" ads on the cover. Experts pointed out that what needs to be vigilant is that some third-party evaluation platforms represented by we media not only do not isolate the interests from the brand, but also deeply bind, making the evaluation standards useless. The lack of independence, impartiality and standardization of evaluation institutions will not only affect consumers' choice, but also distort the industry ecology. At present, there is no unified evaluation standard for third-party evaluation. Some evaluation platforms establish their own standards to rate or recommend commodities. If the evaluation criteria are different, the results may be completely different. Taking the trolley case as an example, an evaluation platform selected five brands of trolley cases. Through the evaluation of the performance, noise, weight and compressive capacity of the trolley, it is concluded that a brand of suitcase "is expensive, has poor compressive capacity, easy to deform after falling, and has average cost performance". In the evaluation of the trolley case by another evaluation platform, through the tests of appearance details, zipper use feeling, material, pull rod and portability, the conclusion is that the same suitcase of the same brand is "the most reliable". Strengthen supervision and management "Who will evaluate the third-party evaluation organization?" The rapid growth of new business forms has brought new regulatory issues. According to Hu Gang, Deputy Secretary General of the legal work committee of China Internet association, we should carry out systematic governance under the rule of law, guide the industry to improve, consolidate the main responsibility of enterprises, guide industry self-discipline, strengthen accountability, and highlight the powerful force of law leading deterrence and punishment; In particular, we should improve and implement the public interest litigation system, give better play to the positive role of consumer organizations and procuratorial organs, and quickly and efficiently solve all kinds of violations involving many consumers in a package. "For evaluation categories with high professional requirements, bloggers should release evaluation comments based on real and reliable data and a comprehensive and in-depth understanding of relevant product characteristics." Zhu Xiaojin, a judge of Guangzhou Internet court, suggested that when commenting on a certain product or service, evaluation bloggers should adhere to a realistic evaluation attitude. Based on their own consumption experience or based on true and reliable data, the published content should be basically objective. They should not take the opportunity to slander and slander to damage the reputation and goodwill of producers and operators, such as violating the reputation right of enterprises beyond the legal boundary, Must bear corresponding legal responsibilities. Insiders pointed out that at present, most internet evaluation institutions have commercial attributes, and the commercial development must be accompanied by the business model of advertising and marketing. In November 2021, the State Administration of Market Supervision issued the measures for the administration of Internet advertising (Draft for public comment), which clearly stated that if goods and services are promoted through Internet media in the form of competitive ranking, news reporting, experience sharing, consumption evaluation, or other forms with shopping links, they should be marked with "advertising". Fan Shiqian believes that for the contents released by third-party evaluation institutions, the market supervision department should analyze specific problems, accurately determine the nature and strictly enforce the law. "Those in the category of advertising shall be supervised according to the advertising law to see whether the relevant evaluation contents constitute false advertising; if they constitute unfair competition, they shall be punished according to the anti unfair competition law; those suspected of selling fake and shoddy goods shall be punished according to the product quality law, food safety law, consumer rights and interests protection law, etc." "In view of the chaos of internet evaluation institutions, we should promote the establishment of a supervision and management mode of 'industry self-discipline + market supervision', establish industry norms, eliminate evaluation institutions with insufficient independence, impartiality and standardization, and repair the industry ecology." Yang Haiping said. (Xinhua News Agency)