‘Review Manipulation Company AI Detection Model’ Enhancement
‘Kkang Trade’ Cases Also Detected Through Baemin
Woowa Brothers, the operator of Baedal Minjok (CEO Lee Guk-hwan), announced on the 30th that since 2018, they have been filing lawsuits and issuing warnings against malicious review manipulation companies to inform that review manipulation is illegal. They also filed lawsuits against 'Kkang transactions' companies that abuse the platform through illegal means. As a result, so far, 11 companies have been penalized with punishments ranging from fines to imprisonment, and investigations are ongoing for 12 companies.
Review manipulation refers to writing false reviews on the Baemin app in exchange for compensation from restaurants. Review manipulation companies purchased multiple Baemin IDs through secondhand trading sites or mobilized part-time workers to write false reviews, thereby manipulating reviews.
In November 2020, Baemin also introduced a real-time monitoring system for suspicious false reviews. This system detects reviews registered on the Baemin app in real time and analyzes and takes action within 24 hours. If a review is suspected to be false, its exposure is automatically temporarily restricted. Subsequently, an AI detection model was applied to the real-time monitoring of suspicious false reviews. An AI detection model for review manipulation companies was also installed. As a result, the number of reports of suspicious false reviews decreased to one-third compared to the same period last year as of the first half of this year. Compared to the first half of 2021, reports of suspicious false reviews decreased by 83%.
Baemin is also proceeding with lawsuits and accusations against acts attempting to cash out through credit cards, mobile micropayments, so-called 'Kkang'. This refers to people in urgent need of cash generating false sales through credit cards or mobile micropayments and receiving the remaining amount after deducting fees. Baemin blocks members who cause Kkang transactions through daily monitoring and suspends advertisements and permanently terminates contracts with business owners. Additionally, lawsuits are being filed against business owners and operators with high severity.
Lee Won-jae, Head of Service Risk Management at Woowa Brothers, emphasized, "We are striving to create a review environment that users can trust and view, and to become a platform where fair competition is possible," adding, "We will continue to take strong measures not only against companies manipulating reviews but also against unscrupulous acts."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
