The newly announced CMA probe into the UK ratings and reviews market is supported by Feefo which has constantly championed for Review Platforms to be more accountable. “As millions of consumers refer to reviews and ratings prior to making a purchase, it is absolutely critical that they can be trusted and are genuine,” said Andrew Mabbutt, CEO of Feefo. Adding “Consumers and business should treat with scepticism review sites where anyone can post a review regardless of whether they have purchased or not.”
Mabbutt has been appointed onto the ISO (International Standards Organisation) committee for online reviews to help establish the first global set of standards and accreditations for the online review sector.
The probe follows reports that certains firms are paying individuals to post positive reviews online including “celebrities” like footballers and bloggers taking payments to endorse products without making it clear that they in the pay of product and service suppliers. Certain hotels had offered customers customers discounts in exchange for positive reviews. The CMA has published guidance for businesses on the management of reviews and lawful use of “celebrity” endorsements.
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