Recently, the State Administration of radio and television issued a notice on soliciting public opinions on the regulations on the production, operation and management of radio, television and network audio-visual programs (Draft for comments) (hereinafter referred to as the draft for comments). The draft for comments improves the code of conduct for program production and operation, and requires that no false or misleading publicity shall be conducted on the content theme, production cost, audience rating and click through rate of the program. Since China's film and television industry has carried out the audience rating statistics, the phenomenon of fraud has existed to a certain extent. In the Internet audio-visual era, the click rate of online video is even more "unpredictable". A program "hits more than 10 billion people", and the phenomenon of the audience's real response is not uncommon. Program producers and operators fabricate false ratings and click through rates, and invest a large amount of funds and resources for this, which will inevitably reduce the normal investment in program production and reduce the quality and level of programs. Once this phenomenon becomes a "hidden rule" of the industry, it will destroy the healthy ecology of the film and television industry and form a false prosperity relying on data. The competent authorities have repeatedly issued orders to oppose and prohibit the falsification of ratings and click through rates. The regulations on the administration of statistics of radio and television industry clearly requires that no false viewing and listening rate (click through rate) shall be created. Those who violate the regulations and fabricate fake goods may be punished according to the statistics law of the people's Republic of China and other relevant laws and regulations. In a word, the fraud of ratings and click through rate is not only an unfair means of commercial competition, but also an investigation and statistics fraud that violates national laws. This time, from the point of view of the code of conduct for program production and operation, the draft for comments again emphasizes that no false or misleading publicity shall be conducted on the content theme, production cost, audience rating and click through rate of the program. With the legal basis and industry code of conduct, we must always pay attention to activating the relevant provisions, rectify and punish all counterfeiting activities, and let the organizers and implementers of counterfeiting pay the corresponding legal costs. In addition, the audience's evaluation and feelings are a mirror reflecting the authenticity of the data. When evaluating the delivery effect, advertisers should not only focus on the data, but also pay attention to the overall recognition of the audience. The most important thing is to eradicate the soil of fake ratings and click through rates. It is necessary to build a healthy and benign industry ecology. Only an authoritative, fair and non profit interference third-party organization can carry out statistics to prevent stakeholders from boasting and ensure the authenticity and accuracy of data. (news agency)