People’s Daily calls for prompt punishment to battle fake internet traffic

The Communist Party mouthpiece says online platforms should work with the government to eradicate fake clicks and views

China recently issued new rules banning the artificial inflation of internet traffic, but experts say enforcement remains a challenge

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China’s live-streaming and social media platforms have been plagued by fake traffic generated by unscrupulous marketing companies. Photo: EPA-EFE

Published: 7:00am, 4 Feb 2021Updated: 7:00am, 4 Feb 2021

Chinese state newspaper People’s Daily has renewed calls for internet platforms to join forces with relevant government departments to clean up fake online traffic, a challenge that tech companies have long struggled with.

An opinion piece published on Wednesday accused “water armies” – internet accounts bought to generate traffic – of disrupting fair competition and eroding social trust in cyberspace.

“Platforms that are flooded by fake traffic are full of low-quality content while high-quality content is submerged,” the article said

It said online platforms must work hand in hand with authorities, who should mete out timely punishment according to the law. While internet platforms still hold the main responsibility in the fight against fake traffic, according to the article, courts are recommended to issue guiding cases, judicial interpretations and law amendments to help.

Calls from state media and regulators to rein in inflated traffic are not new – but the opinion piece comes two weeks after the Cyberspace Administration of China (CAC) introduced new rules governing social media accounts, which included a clause banning users from artificially inflating the number of clicks.

Over the years, the country’s internet watchdog has introduced several regulations aimed at clamping down on fake online traffic. Yet e-commerce companies, social media platforms and other online service providers have struggled with users who jack up traffic to their accounts with fake video views, likes and comments.