Do you pay for online reviews? Do you manipulate them? Barter for them? Do you offer discounts for reviews? If so, keep reading; because the Federal Trade Commission may be on on the hunt.
AmeriFreight Ran A Discount-For-Online-Review Program
Online reviews matter – a lot. So, the marketers at AmeriFreight allegedly implemented an “I’ll scratch your back, if you scratch mine” online review system. How’d it work? The auto broker offered clients a $50 discount in exchange for online reviews. Customers weren’t obligated to be positive, they just had to post feedback.
To ensure customers met their discount-for-review pledge, AmeriFreight reminded clients that the deal only applied if they posted the reviews.
Bottom line: the program worked – well. And as a result, AmeriFreight was able to market itself as “top-ranked” and “highly rated.” Company promotional materials boasted of being “more highly ranked…than any other company in the automobile transportation business.”
The Federal Trade Commission Uncovered AmeriFreight’s “Discount-for-Review” Scheme and Unleashed the Marketing Kraken
How Can The FTC Punish “Unfair and Deceptive” Marketers?
The Federal Trade Commission is the nation’s “consumer watchdog”. It’s responsible for shielding us from “unfair and deceptive” marketing practices. The agency can censure and fine companies that shirk advertising and promotional regulations, like Section 5 of the FTC Act.
According to current standards, pay-for-review programs don’t pass legal muster; so, AmeriFreight lost the case.
Consequences of Operating A Discount-For-Review Program
Luckily for AmeriFreight, the FTC is not doling out a hefty fine. However, the auto company must stop promoting itself as “top-ranked” and “highly rated”. Moving forward, AmeriFreight must disclose any and all material connections associated with testimonials and reviews. And lastly, if the company is caught ignoring the sanctions, the commission will most likely wield its pecuniary punishing power.
Huge Fines for Pay-For-Review Schemes
If you’ve made it this far, you may be thinking, “Pfft! AmeriFreight wasn’t fined into oblivion for violating discount-for-review restrictions. So, what’s preventing me from running a similar program!?”
Word to the wise: don’t do it.
When new – legally ambiguous – marketing techniques hit the scene, first the FTC investigates the situation. If commissioners agree that a given practice is dastardly, they sound the “unfair and deceptive” marketing alarm and publicly scolding violators.
Being in the first batch of “baddies” (and we mean that in the most friendly way) has its benefits; instead of a huge fine, round-one violators often avoid financial sanctions. Instead, they’re essentially used as example warnings. In this case, AmeriFreight dodged a financial hammer by being one of the first “discount review violators” investigated by the FTC. But now that the auto-broker has fulfilled its role as a cautionary case, in the future, businesses running discount-for-review schemes may be fined.
Discount-For-Review Officially “Unfair and Deceptive” Marketing Practice
Now that the FTC – via its public censure of AmeriFreight – has publicly decried client review manipulation, commissioners may fine businesses that ignore guidelines regarding discount-for-review schemes.
Online Marketing Lawyers
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