NSW Fair Trading head Mr Stuart Ayres has issued a list of warning signs that online consumers can protect themselves being duped by fictitious review. The list includes:
* Claims of initial disinterest – Testimonials claiming the consumer was originally disinterested in a product but after use “saw the light and now wishes to share the positive experience;
* Competitor spruiking – Negative reviews criticising specific product, but then spruiking the competitor’s product;
* Duplication – Publication of the same testimonials multiple times, or the publication of the same testimonials under a different customer alias;
* Discount codes – Customer reviews that give a discount code, or inform a consumer where they can purchase a product or service;
* Marketing Speak – Testimonials that read like a press release or an advertisement;
* Repetition – Reviews that repeatedly cite the entire name and model of the product;
* Over the Top Language – Reviews that include exaggerate praise, empty adjective and urge consumers “to go out and buy the product.”
*Five Star Testimonials – Unqualified five tar review with no specifics on product or service ;
*Minimal reviews but overwhelmingly positive: Websites where only a few reviews are provided, but of which all are positive;
Mr Ayres said traders need to take responsible steps to ensure the testimonials they publish were not only genuine but also not inherently misleading.