Reevoo launches new ‘quality mark’ to protect consumers from fake reviews
Meets Government requirement for a quality mark for web sites that have clear and transparent consumer feedback
Sony, Currys, PC World, Dixons.co.uk, Everything Everywhere, Best Buy UK, Jessops and Toshiba are among major retailers and brands that have given their support to a new quality mark and manifesto intended to protect consumers from misleading consumer reviews. The manifesto and quality mark are intended to renew consumer trust in such reviews, which has been damaged in the last two years by allegations of fake reviews, paid-for reviews, or the selective display of only good reviews.
Created by leading social commerce company Reevoo, the Reevoo Mark and its accompanying manifesto meet Government objectives for a quality mark to identify authentic social media content. Its desire for a self-regulating quality mark for consumer reviews was described in its consumer empowerment strategy document ‘Better Choices: Better Deals – Consumers Powering Growth’, which was published by the Department for Business, Skills and Innovation and announced by Consumer Minister Edward Davey in April.
The Consumer Minister said: “In the Government’s consumer empowerment strategy, Better Choices, Better Deals, we highlighted the importance of feedback and review schemes. Where the methods used in publishing reviews are robust, transparent and trustworthy they help consumers make decisions, and this in turn leads to businesses improving their goods and services. I therefore welcome this initiative by Reevoo, as informed consumers play a key part in a competitive and fair economy.”
Reevoo’s manifesto sets out the core values of the Reevoo Mark, a quality mark that reassures customers they can trust the online reviews on the websites of all participating brands and retailers. The promises contained in the manifesto provide explicit guarantees that all reviews provided by Reevoo are genuine, come from verified purchasers of that product, include both good and bad reviews, and are not paid-for.
Richard Anson, co-founder and CEO of Reevoo, said: “We share the concerns of Government that confidence in online reviews could be damaged. It’s all very well telling people they can trust reviews; now this manifesto makes it totally clear why they can trust our reviews. And the Reevoo Mark says ‘the manifesto applies here’.”
“Reviews are terrifically powerful and extremely valuable – they play a vital role in helping people decide what to buy based on real customer opinion. This is a real step forwards for consumers, who can now buy with more confidence, secure in the knowledge that they can trust the information they use to make their choice.”
Reviews are immensely influential, with 81% of online shoppers claiming they use reviews to decide what to buy (YouGov, 2010).
Signing up to the manifesto and use of the Reevoo Mark also assures the authorities that the retailer or brand is fully compliant with the letter and spirit of the ASA’s current guidelines that stipulate user-generated-content on sites must be ‘legal, decent, honest and true’.
Notes to editors
There have been a number of allegations over the last two years regarding bad practice in the field of user-generated-content. These include the well-publicised allegations against a well-known hotel recommendation site that unverified purchasers were leaving reviews; allegations of payment for reviews and allegations of fake reviews or cherrypicking and only showing good reviews.
Online shoppers are clearly aware of these incidents: research by Reevoo in January 2011 suggested that 38% of online shoppers are unsure who writes reviews and whether they can be trusted; 35% expressed concern that positive reviews are paid for; and 30% worry that only good reviews are shown.
The manifesto states that consumers can trust Reevoo reviews because, together with their partners, Reevoo will always strive to ensure that:
1. All of our reviews are from genuine, verified purchasers.
2. No fake reviews ever make it in.
3. We show the good with the bad. We do not tolerate anyone editing or removing negative reviews or showing only the reviews they like.
4. Our reviews cannot be manipulated.
5. We are always transparent: where a response is from a brand or retailer this will be crystal clear.
6. Our reviews remain impartial and independent.
About ‘Better Choices: Better Deals’
The Government launched its consumer empowerment strategy, ‘Better Choices: Better Deals. Consumers Powering Growth’ on 13th April 2011. The strategy sets out what Government and others can do to help increase consumer power in a rapidly changing and demanding economy. It aims to put consumers in charge so that they are better able to get the best deals for themselves, individually and collectively. It also looks at ways of helping the most vulnerable and disadvantaged who may not otherwise benefit from rapid technological and social change.
An innovative non-regulatory approach, working in partnership with businesses, consumer groups and 3rd sector bodies, it will contribute to economic growth by putting information and influence into the hands of consumers.
Download Better Choices: Better Deals – Consumers Powering Growth (PDF, 761 Kb)