Consumers warned of dodgy online reviews ahead of Christmas shopping blitz
Christmas shoppers are being warned not to be dudded by dodgy online reviews as gift giving ramps up this festive season. Here are some of the tactics that mislead consumers online.
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Christmas shoppers are being warned not to be dudded by dodgy online reviews as gift giving ramps up this festive season.
New research has found 82 per cent of Australians have read online reviews in the past year, and that 70 per cent considered them as important as advice from friends and family.
But amid fake reviews and “misleading” online tactics, only one in three people questioned the accuracy of online reviews.
The report, from the University of Technology Sydney and Consumer Policy Research Centre, found Millennials, those with lower education levels and people who often shopped online were least likely to think critically about reviews.
It also said: “A web of confusing practices are increasingly being deployed by those wanting to game search results, influence the ranking of products and services and presentation of reviews.
“These malicious actors have adopted a range of tactics to make it harder to navigate reviews and ratings online, and undermine the value of genuine reviews.”
The report detailed a series of “review boosting” tactics used by companies, including fake reviews and reimbursing people who posted positive recommendations for products.
It also warned that some businesses had been unfairly hit by “reviewing bombing”, where competitors or customers slammed a product or service to lower its ratings.
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Australia’s consumer watchdog last year fined Meriton Apartments $3 million for preventing guests from posting negative reviews, while Seekservice was chastised for allowing businesses to rate themselves online.
Consumer Policy Research Centre chief executive Lauren Solomon said online reviews were “a guide, not a gospel”.
“Consumers do need to be aware and need to seek out reviews from known and trusted experts,” she said.
“Everybody out there is seeking out information to do the right thing.
“The reality is that it is very difficult to navigate the truth online.”