Abstract: Internet shopping has become an increasingly important way of life. However, some business operators, taking advantage of the fast spread information on the internet and the large audience,resort to manual deletion of negative comments in order to get competitive advantage,which has exerted significant negative impact on consumer decision-making and competitor operation, and is the main reason for legalization against such phenomenon. However, manual deletion of negative comments pose challenges to the anti-unfair competition law in respects like the determination of the offence and the subject of offence, and legal liability involved. Therefore, justification of such behaviors must be measured from various aspects; the subject of liability must be clarified, and enhanced legal liability must be applied in order to achieve effective regulation against manual deletion of negative comments and maintain normal competition order.

Key words: manual deletion of negative comments, false publicity, anti-unfair competition law, civil liability, criminal liability