新奇事件簿 网络虚假评论当道

A consumer watchdog in the UK has reported that many Internet sites are full of fake reviews. The UK's Competition and Market Authority (CMA) believes there are millions of reviews on sites for hotels, restaurants, theatres and online stores that have been paid for to trick shoppers. It said at least 25 million people in Britain read reviews on websites such as Amazon and TripAdvisor before booking holidays or doing online shopping. The CMA found there was a growth in the industry that writes fake reviews for companies and businesses. Many companies wrote fake reviews about themselves as a marketing¹ tool. Others offered money, free samples or upgrades in exchange for five-star reviews.

英国消费者保护组织报告称许多网站充斥着许多虚假评论。英国竞争与市场管理局认为餐馆、旅店、剧院以及网上商城的上百万条评论都是花钱来欺骗消费者的。据称英国有至少2500万人会在预定假期或是网上购物之前在亚马逊或是猫途鹰等网站查看评论。竞争与市场管理局发现为企业等商业撰写虚假评论的行为有上升的趋势。许多企业把为自己写评论看成是市场营销的工具。其他企业用提供资金，免费样品或是升级来换取五星评价。

Online reviews are very important to businesses. Industry analysts² estimate that in Britain alone, $36 billion a year of consumer spending could be influenced by online reviews. A CMA spokeswoman said: "Millions of people look at online reviews and endorsements³ before making decisions such as where to stay on holiday or which plumber⁴ to use." She added: "We have found that consumers who use online reviews and endorsements find them valuable, but we have also heard about some practices that may be unlawful." Some of the more illegal activity includes rival companies posting negative remarks about each other's goods and services. Bosses could face going to prison for doing this.

网上评论对商业来说至关重要。产业分析师预计仅在英国，每年就有360亿美金的消费受到了网上评论的影响。竞争与市场管理局发言人称：“数百万人会在作出决定之前查看网上评论或是称赞，例如度假去哪，或是用哪个水管工。”她补充道：“我们发现使用网上评论和称赞的顾客认为它们是有价值的，但是我们还听说了许多违法行为。”许多不合法行为包括竞争公司给予对手商品或服务差评。老板也可能会因此而遭到牢狱之灾。

1 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

2 analysts   

分析家，化验员( analyst的名词复数 )

参考例句：

• City analysts forecast huge profits this year. 伦敦金融分析家预测今年的利润非常丰厚。
• I was impressed by the high calibre of the researchers and analysts. 研究人员和分析人员的高素质给我留下了深刻印象。

3 endorsements   

n.背书( endorsement的名词复数 )；（驾驶执照上的）违章记录；（公开的）赞同；（通常为名人在广告中对某一产品的）宣传

参考例句：

• He must make much money on those tennis shoe endorsements he does. 他替那些网球鞋珍重广告，就赚了不少钱。 来自互联网
• But celebrity endorsements remain an important promotional tool for marketers. 尽管如此，邀明星助阵仍是营销人员重要的推广手段之一。 来自互联网

4 plumber   

n.(装修水管的)管子工

参考例句：

• Have you asked the plumber to come and look at the leaking pipe?你叫管道工来检查漏水的管子了吗？
• The plumber screwed up the tap by means of a spanner.管子工用板手把龙头旋紧。