Abstract
In recent years, China's e-commerce market has developed rapidly, but some businesses have engaged in unfair competition by using the method of cashing back positive reviews. This competitive approach not only seriously infringes on the legitimate rights and interests of other operators and consumer groups, but also hinders the healthy development of China's e-commerce market economy. The article outlines the reasons for the repeated prohibition of "positive feedback cashback", including weak legal regulations, inadequate supervision of merchant platforms, and increased concealment of "positive feedback cashback". At the same time, it proposes to improve and expand existing laws, establish a "cooling off period for evaluations", and use big data to strengthen platform supervision to crack down on "positive feedback cashback" behavior.
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