Brands have discovered that online reviews and endorsements are proving useful to consumers when, for example, booking travel accommodation and other travel-related products and services. It is important that consumers can trust the reviews and endorsements they use to help make these buying decisions.
“Consumers rely upon online reviews when make purchasing decisions and it is crucial that reviews are honest and represent the full spectrum of views,” ACCC Deputy Chair Delia Rickard said.
“Compliance…will build consumer confidence in online reviews, and help review platforms, traders and digital influencers avoid regulatory action.”
Review administrators need to:
Advertisers and marketing professionals need to:
Digital influencers need to:
These ICPEN guidelines provide general principles to follow but are not a substitute for professional legal advice and/or compliance with national laws.