Two Departments Issue New Rules on Online Product Reviews

[Policy Regulation] The Cyberspace Administration of China and the State Administration for Market Regulation jointly issued the 'Regulations on Online Review Activities.'

Key Development: Authenticity and Traceability Required for Reviews of Products Including Automobiles

The Regulations stipulate that online reviews must be based on ordinary products readily available to consumers, with traceable sources of samples, and prohibit the use of specially customized samples. Any third-party commissioning or conflicts of interest must be clearly disclosed.

Key Requirements: Testing Qualifications and Labeling Obligations

For reviews involving product functionality or performance testing, tests must be conducted by legally accredited testing institutions in accordance with relevant standards, and records must be retained. Reviews based solely on subjective impressions must be labeled as 'personal experience only' or 'subjective opinion, for reference only.'

Industry Impact: Cracking Down on Blurred Lines Between Commerce and Reviews

The new rules strictly prohibit comparing different products using inconsistent standards, quoting reports out of context, or disparaging competitors’ products. These measures aim to curb exaggerated marketing and false reviews, thereby safeguarding a fair competitive environment.