Regulation of False Evaluation in Online Transactions under the Anti-Unfair Competition Law

网络交易虚假评价行为具有引诱型、虚构交易型、诋毁商誉型三种表现形态。基于规制消费者评价滥用的现实需求和反不正当竞争法法益保护目标的位序变化，反不正当竞争法规制网络交易虚假评价行为具有必要性与合理性。实践中，反不正当竞争法规制网络交易虚假评价行为面临行为类型界定标准不一、行为主体责任不均衡以及消费者权益直接保护机制缺失的困境。基于此，首先要对众多个案规范进行整理、分类，实现同类案件的类型化标准，明确行为类型界定标准；其次，将职业刷单者纳入处罚范围，扩大责任主体范围与责任承担；最后，建立消费者权益的直接保护机制。There are three types of false evaluation behavior in online transactions: Enticement type, fictional transaction type and denigration goodwill type. Based on the realistic demand of regulating the abuse of consumer unfair competition and the change of the order of the legal interest protection objectives of the unfair competition law, it is necessary and reasonable for the anti-law to regulate the false evaluation behavior of online transactions. In practice, the Unfair competition law regulating the false evaluation behavior of online transactions faces the dilemma of different standards for defining behavior types, unbalanced responsibility of behavior subjects and lack of direct protection mechanism for consumers’ rights and interests. Based on this, first of all, we should sort out and classify many individual cases, realize the type standard of similar cases, and clarify the definition standard of behavior type; secondly, the professional brushers should be included in the scope of punishment, expand the scope of the main body of responsibility and responsibility; finally, establish a direct protection mechanism for consumer rights.