The International Consumer Protection and Enforcement Network (the ICPEN is an informal network of consumer protection law enforcement authorities representing 60 global economies) has released a set of guidelines for marketers and advertisers involved in the collection, moderation and publication of online reviews and endorsements.
Global enforcers have found 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 with these guidelines will build consumer confidence in online reviews, and help review platforms, traders and digital influencers avoid regulatory action.”
These three guidelines are to assist…
These three guidelines have been developed by ICPEN members to help all consumers and businesses involved in online reviews and endorsements to act appropriately.
The key messages for stakeholders in each of the three guides are:
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.