Shaken & Stirred - Influential Brand Profiling and Positioning

Authorities move one step closer to making fake review writing illegal – Feefo

As the number one closed-feedback ratings and reviews platform in the UK – meaning only genuine customers are invited to leave a review – Feefo welcomes recent reports of the Competition and Markets Authority and Department for Business Innovation and Skills efforts to clean up the Ratings and Reviews industry.

A recent article revealed that the Department for Business Innovation and Skills are considering banning the practice of writing or commissioning of illegal reviews, with an intent to require the many British companies that have posted fake reviews to take them down. An online poll within the article showed that 94% of responding readers supported such a ban.

This follows a commitment by the CMA last month to look into general concerns about the reviews sector such as removing negative reviews, posting fake positive review or making false negative reviews about competitors. The CMA went as far as to require UK firm Total SEO to remove 86 reviews it wrote for small businesses across 26 different websites.

Research in recent years has estimated as much as 25% of online reviews could be fraudulent, and a simple Google search reveals plenty of sites willing to post reviews online for a fee.

Feefo @Feefo_Official CEO Andrew Mabbutt commented; ‘Consumers deserve to be able to have confidence in the reviews they read. With Feefo, invitations to review are sent to consumers after purchase on behalf of businesses who want to hear the unmoderated feedback their customers provide. Businesses can only benefit from uncovering vital business insights, allowing them to respond directly to the voices of their genuine customers – resulting in a better deal for the consumer all round.’