网购好评返现行为的法律规制研究  

The Legal Regulation of Cashback for Positive Reviews in Online Shopping

作　　者：李倩 陈育郎 LI Qian;CHEN Yu-lang(Kunming University of Science and Technology,kunming,Yunnan,650031)

机构地区：[1]昆明理工大学法学院,云南昆明650031

出　　处：《理论观察》2025年第2期119-123,共5页Theoretic Observation

基　　金：2022年云南省哲学社会科学创新团队项目“云南地方立法高质量发展研究”(2022CX03);2024年度云南省哲学社会科学规划社会智库项目上“云南省数据要素运营平台的法律保障研究”(SHZK2024334)。

摘　　要：作为线上经营者常用的推广手段,好评返现行为一定程度促进了电子商务的发展,但由此滋生的不实评论等现象已危及网络市场交易秩序。2024年9月施行的《网络反不正当竞争暂行规定》首次明确将好评返现行为认定为“虚假或者引人误解的商业宣传”,从而受到反不正当竞争法的规制。然而,该规则在适用过程中仍存在着消费者在线评价权的行使争议,以及平台管理义务模糊等现实问题。通过分析借鉴美国、欧盟和印度对好评返现行为的规制经验,我国未来应合理限制消费者的在线评价权,细化平台经营者的规范管理义务,并提升平台对线上评价的治理水平,以防范好评返现行为的潜在风险,促进网络消费在线评价机制的规范持续健康发展。As a commonly used promotional tool by online operators,cashback for positive reviews has,to some extent,promoted the development of e-commerce.However,the resulting phenomena such as false reviews have threatened the order of online market transactions.The Interim Provisions on the Prohibition of Unfair Competition in Online Markets,which came into effect in September 2024,for the first time explicitly categorizes cashback for positive reviews as"false or misleading commercial promotion,"thereby subjecting such behavior to regulation under anti-unfair competition law.However,practical issues still arise in the application of these provisions,including disputes over consumers'rights to post online reviews and ambiguities in the platform's management obligations.By analyzing and drawing lessons from the regulatory experiences of the United States,the European Union,and India regarding cashback for positive reviews,China should reasonably limit consumers'rights to post online reviews in the future,refine the regulatory management obligations of platform operators,and enhance platform governance of online reviews.This would help mitigate the potential risks associated with cashback for positive reviews and promote the standardized,sustainable,and healthy development of online review mechanisms in e-commerce.

关 键 词：好评返现 不正当竞争 消费者评价权 法律规制 

分 类 号：D913[政治法律—民商法学]