Fortunately, I have your jelly and have lost 10 pounds. "" I also lost 7 pounds after drinking and having supper, only 2 boxes. "In the online live broadcast room of a biotechnology company in Beijing, a large number of similar phrases flooded the comment section. The Beijing Municipal Administration for Market Regulation recently imposed a fine of 100000 yuan on the company for hiring "professional barrage personnel" to send false user reviews. It is understood that this case is the first case of false advertising by a professional barrage person in the field of live streaming e-commerce in the national market supervision. The so-called "professional barrage person" refers to a black and grey industry practitioner who manipulates fake accounts or hires "internet water armies" to mass publish script comments, fabricate product efficacy, user evaluations, or transaction data in interactive scenarios such as live broadcasts and short videos, in order to mislead consumers and create false traffic. Essentially, this is a variation of traditional shelf e-commerce in the field of live streaming e-commerce through brushing orders and speculation. In this era when people used to search for strategies and look at evaluation before consumption, store sales and product evaluation are often the key factors that affect whether consumers place an order or not, which has led to a series of Internet marketing black ash industrial chains such as traffic brushing and praise brushing. From fake "grass planting notes" on social media platforms to "professional bullet comments" in online live streaming rooms, there are endless forms of false positive reviews. Compared to online store comments and evaluations, real-time evaluations in live streaming rooms are more confusing. When the anchor in front of the camera passionately promotes products, real-time barrage, and comments are flooded with positive reviews, the psychological temptation brought by "immersive marketing" combined with the sense of urgency created by "limited time discounts" can easily make viewers impulsively place orders. However, when consumers discover that the products or services they are eagerly anticipating are not up to par, and that the so-called positive reviews are carefully crafted lies to induce purchases, the credibility of the merchant no longer exists. This kind of false advertising behavior that combines deception and fraud not only directly infringes on consumers' right to know and choose, but also undermines the market order of fair competition, undermines the confidence of honest operators, and easily leads to a vicious cycle of "bad money driving out good money". If not rectified in a timely manner, it will affect the healthy and long-term development of the e-commerce industry and even the construction of the social integrity system. In fact, China's Anti Unfair Competition Law clearly stipulates that operators shall not make false or misleading commercial propaganda about the sales status and user evaluations of their products, deceive or mislead consumers. Last year, the State Administration for Market Regulation issued the "Interim Provisions on Combating Unfair Competition on the Internet", which further refined regulations on related false advertising behaviors. The investigation and punishment of this case has incorporated the behavior of "live streaming brushing reviews" into the enforcement framework of "fabricating user evaluations", providing useful reference and guidance for the handling of similar cases, and sounding the alarm for all parties involved. On the one hand, businesses should abandon the idea of "traffic first" and focus more on improving product and service quality, rather than relying on batch reviews to gain traffic and create consumption traps. On the other hand, relevant platforms should strengthen management and monitoring, improve traffic distribution mechanisms, build a diversified evaluation system, and dismantle the living soil of "professional barrage personnel" from the source. Trust is the cornerstone of business value and also a consumable. Guarding this trust requires joint efforts from consumers, merchants, platforms, and regulatory authorities. Only by working together from multiple parties to form a governance synergy can we eliminate "falsehood" and preserve "truth", create a fair and honest market competition environment and a rational and orderly online consumption environment, and build a solid foundation of integrity for the digital economy. (New Society)