Cyberspace Administration and Market Regulator Issue Joint Rules on Online Review Activities

China’s Cyberspace Administration and State Administration for Market Regulation recently jointly issued the "Regulations on Online Product Evaluation Activities," which set clear rules for online product evaluations, including those of automobiles. The regulations define "online evaluation" as activities in which evaluators assess product quality, functionality, cost-effectiveness, and other attributes through testing, data comparison, referencing test reports, or sharing personal usage experiences, and then publish such assessments online via text, images, videos, live streams, or similar formats. This definition excludes ordinary consumers’ personal consumption experiences. The regulations stipulate that samples used in evaluations must be standard products readily available to consumers, with traceable sources; specially prepared items exclusively for evaluation purposes are prohibited. If an evaluation is commissioned or sponsored by a third party, or if the evaluator has any conflict of interest with the product manufacturer, this relationship must be clearly disclosed in the content. For tests involving product functionality or performance, evaluations must be conducted by legally accredited inspection and testing institutions in accordance with relevant standards or technical specifications, and both the tested samples and test records must be retained. Food-related evaluations must not employ non-standardized methods or assess items lacking nationally recognized testing protocols. Evaluations based solely on subjective impressions without actual testing must prominently state “based solely on personal experience” or “subjective opinion for reference only.” Evaluators must not apply inconsistent standards or methodologies when comparing different products, misrepresent findings by quoting test reports out of context, disparage competing products, or use derogatory language. Content that uses evaluations as a guise for promoting products or services—especially when accompanied by purchase links—must be clearly labeled as “advertisement.” Online platforms are required to strengthen content review and handle user complaints effectively. Cyberspace and market regulation authorities will intensify oversight within their respective mandates, take legal action against violations, and refer cases involving suspected criminal activity to judicial authorities.