Pay more attention to -third-party evaluation-

“Third-party reviews” can serve as valuable references for consumers making shopping decisions, but they have the potential to mislead due to biases or inaccuracies. It’s crucial to strengthen platform oversight and service regulations to ensure consumers feel secure in their purchasing choices.

As the “Double Eleven” shopping festival approaches, consumers are faced with an overwhelming variety of products. Choosing the right one can be challenging, which is where third-party reviews often come into play. Many shoppers have developed a habit of checking reviews before buying, treating them as essential tools for guiding their choices.

To assist consumers in approaching internet promotions and product reviews with a critical eye, the China Consumers Association recently issued a consumer alert. They advise shoppers to evaluate their needs carefully and to avoid placing undue faith in viral marketing trends.

However, the objectivity and fairness of these reviews can be questionable. With the rise of concepts like “discovery” and “real experiences,” numerous online accounts have sprung up claiming to provide “reviews.” A quick search on platforms like Xiaohongshu reveals thousands of notes from these reviewers covering everything from snacks to fashion and electronics, often touted as comprehensive guides. Many bloggers have gained significant influence, leading consumers to rely heavily on their assessments as primary reference points for purchases.

According to Tang Zhe, a representative from the Consumer Association’s supervision department, what is labeled as “third-party reviews” is often conducted by individuals or organizations lacking the proper qualifications recognized by national authorities. These reviews may involve subjective interpretations and comparisons of product quality, functionality, design, components, and value. While these assessments can offer guidance, they sometimes stray from their intended purpose and mislead consumers.

Consumers often assume these reviews are objective, but the association has found that some accounts prioritize profit over impartiality. In the effort to capitalize on commercial interests, a number of third-party reviewers morph into mere marketing agents, misrepresenting their reviews as educational content. There’s also a significant inconsistency in assessments; different reviewers may arrive at starkly opposing conclusions about the same product, and even the same reviewer may provide conflicting opinions over time.

Moreover, many of these reviews are not original, consisting instead of recirculated or blended information sourced from the internet, raising concerns about their credibility and scientific basis. This creates challenges for consumers who trust these assessments, especially since many of these reviewers operate without accountability.

Tang Zhe warns consumers to be wary of reviews that are heavily biased, especially those that seem overly promotional or lack fairness. He encourages shoppers to fact-check any questionable claims and to retain evidence when encountering misleading practices, which they can report to the relevant online platforms and authorities to assert their rights.

Regarding promotional content provided by third-party reviewers, particularly those using emotionally charged phrases like “buy without thinking” or “trust us,” consumers should stay grounded and focus on their genuine needs rather than being swayed by hype.

One reason “third-party reviews” captivate online audiences is their representation of real consumer sentiments, offering more nuanced and detailed insights that serve as valuable decision-making references. Nonetheless, it’s critical to approach these reviews with caution. Many lack scientific validation and rely heavily on subjective opinions rather than empirical methods, compromising trust.

For instance, a recent comparison conducted by the Consumer Association involved a professional evaluation of 36 wireless headphones, revealing an average price of $620. Such extensive testing is typically beyond the reach of ordinary review bloggers, who might not possess the required skills or resources for comprehensive assessments.

Tang urges consumers to investigate the validity of review processes, scrutinizing the sources of claims and checking for errors or logical inconsistencies. They should also look into the track records and credibility of the reviewers themselves.

Furthermore, the need for regulation in advertising is critical. According to the Internet Advertising Management Measures, advertisements must be clearly identifiable, allowing consumers to recognize them as such. Unfortunately, many reviewers fail to disclose their advertising status, which could lead to regulatory infractions.

Tang emphasizes that those who post reviews should assume responsibility for their content. The association urges all third-party review entities to adhere to principles of fairness and honesty, presenting consumers with accurate, reliable information. He recommends that online platforms enhance their regulatory frameworks, holding them accountable for the content circulated on their sites while helping consumers sift through promotional materials more effectively, ultimately fostering a more trustworthy shopping environment and boosting consumer confidence.