Consumers demand new standards to combat fake online reviews

According to the results collated by Bazaarvoice, customers said only verified beauty shoppers should be allowed to post reviews

As more beauty shoppers head online, customer reviews have become fundamental in the shopping process.

But fake reviews are making their way onto sites to push product sales.

Last year, cult skin care brand Sunday Riley settled with the Federal Trade Commission after it was accused of posting fake positive reviews of its products on sephora.com.

According to new research, collated by digital marketing company Bazaarvoice, 70% of consumers believe that more needs to be done by retailers to combat fake reviews online.

Survey respondents backed the idea to only allow verified shoppers to post reviews. Meanwhile, others said products should be tried and tested by consumers before they launch and customer comments should be reviewed daily.

Bazaarvoice’s Chief Revenue Officer Joe Rohrlich told Cosmetics Business that today’s shrewd shoppers expect . . .

This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.

Or

Subscribe now to premium content on Cosmetics Business

Companies