Amazon, reviews site Glassdoor and Trustpilot, as well as travel companies Expedia Group, Booking.com and Tripadvisor said in an announcement they’re launching a coalition that aims to protect access to “trustworthy consumer reviews" worldwide.
Phony reviews have long plagued online marketplaces despite their efforts to eradicate it. Much of the problem is fueled by brokers who solicit fake customer reviews through social media platforms, encrypted messaging apps and other channels in exchange for money, free items or other benefits. Brokers can solicit positive reviews to boost sales for businesses or sellers. They can also also post negative reviews for competitors in order to tank their sales.
Facebook groups trading reviews for Google and Trustpilot, which allows users to leave feedback for businesses, were also discovered earlier this year by the British consumer watchdog group “Which?” Businesses would also be prohibited from creating or controlling a website that claims to provide independent opinions about its products and employing other practices like “review hijacking,” which makes reviews for one product appear like they were written for different ones. If the proposal is adopted, violators can be face penalties.
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