在「FTC's rule banning fake online reviews goes into effect (go.com)」這邊看到的消息，FTC 在八月時的公告在「Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials」這邊，法條的 PDF 可以在「r311003consumerreviewstestimonialsfinalrulefrn.pdf」這份裡面翻出來，一樣是最後一段 Page 153 的 Final Rule Language 部分。
新法總算是讓平台方與業主方的亂象有機會收斂，其中業主端的限制還不少，而且都是現有常見的亂象。
§ 465.4 比較短，這邊直接引用條文內容，是禁止業者以任何形式取得評價 (無論是正面或是負面的，像是台灣常幹的五星送 OO 的活動)：
§ 465.4 Buying Positive or Negative Consumer Reviews.
It is an unfair or deceptive act or practice and a violation of this part for a business to provide compensation or other incentives in exchange for, or conditioned expressly or by implication on, the writing or creation of consumer reviews expressing a particular sentiment, whether positive or negative, regarding the product, service, or business that is the subject of the review.
§ 465.5 則是禁止業主方面 (包括員工) 在沒有揭露關係時的評價，條文部分有點長，所以拿 FTC 的說明 (還是頗長，但比起條文的長度短多了)：
Insider Reviews and Consumer Testimonials: The final rule prohibits certain reviews and testimonials written by company insiders that fail to clearly and conspicuously disclose the giver’s material connection to the business. It prohibits such reviews and testimonials given by officers or managers. It also prohibits a business from disseminating such a testimonial that the business should have known was by an officer, manager, employee, or agent. Finally, it imposes requirements when officers or managers solicit consumer reviews from their own immediate relatives or from employees or agents – or when they tell employees or agents to solicit reviews from relatives and such solicitations result in reviews by immediate relatives of the employees or agents.
§ 465.8 則是禁止買/賣按讚數這類行為 (因為 § 465.4 講的是 review)：
§ 465.8 Misuse of Fake Indicators of Social Media Influence.
It is an unfair or deceptive act or practice and a violation of this part for anyone to:
(a) sell or distribute fake indicators of social media influence that they knew or should have known to be fake and that can be used by individuals or businesses to materially misrepresent their influence or importance for a commercial purpose; or
(b) purchase or procure fake indicators of social media influence that they knew or should have known to be fake and that materially misrepresent their influence or importance for a commercial purpose.
這個新法不確定適用範圍會有多大，美國商家在 Google Maps 以及各平台當然適用，但 Google Maps 其他區的情況呢？
另外平台方的責任也頗有趣的，不知道會帶動什麼樣的效果，但看起來想辦法收斂目前的亂象...