FTC Guide Soliciting and Paying for Online Reviews: A Guide for Marketers (January 2022)

Soliciting and Paying for Online Reviews: A Guide for Marketers

January 2022

The Federal Trade Commission (“FTC”) issued guidance on soliciting and paying for online reviews emphasizes the importance of honesty and transparency in the review process. Trustworthy reviews are crucial for both businesses seeking to attract customers and consumers making informed purchasing decisions. However, deceptive practices, such as generating fake reviews or manipulating rankings, undermine this trust and can harm both consumers and legitimate businesses.

The key points discussed:

1. Importance of Authenticity. Consumers rely on reviews to gauge the quality of products and services. It's vital that these reviews reflect genuine experiences.

2. Avoiding Deceptive Practices. Businesses should refrain from:

   • Asking for reviews from those who haven't used the product.

   • Encouraging employees to write reviews without disclosing their affiliation.

   • Seeking reviews solely from those likely to leave positive feedback.

   • Asking family and friends for reviews without proper disclosure.

   • Conditioning incentives for reviews on them being positive, and ensuring any incentive is disclosed.

3. Understanding Platform Rules. Different platforms have varying policies regarding reviews. Businesses must know these rules to avoid violations.

4. Deceptive Pay-for-Play Operations. Some review websites may offer better ratings or placements in exchange for fees. Businesses should avoid participating in such practices.

5. Honest Reputation Management. While improving online reputation is legitimate, businesses must ensure that any reputation management efforts are ethical. This includes not relying on companies that may write fake reviews or post misleading content.

6. Reporting Mechanisms. Businesses can flag fake or defamatory reviews, but they should not misuse this option to remove genuine negative feedback.

7. Long-Term Impact. Engaging in deceptive review practices can damage a brand’s reputation if exposed, making it critical for businesses to maintain integrity in their marketing strategies.

In summary, businesses should focus on obtaining honest reviews while adhering to ethical standards to foster trust with consumers and avoid legal repercussions.

 

For more information, see here:  https://www.ftc.gov/business-guidance/resources/soliciting-paying-online-reviews-guide-marketers

 

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