The Department of Consumer Affairs recently announced a framework to keep a check on fake reviews of products and services on ecommerce websites and food tech. This is aimed at putting checks and balances on boosting product and service on claims of 5 star reviews.
Well, it’s a start. But before we jump to any conclusions on whether this will actually deter the fake reviews or just become yet another framework which falls to the wayside… depends on implementation.
As a curious observer, I did want to check out what the framework was. And after a few searches on the BIS (Bureau of Indian Standards) gave up as I could not find it. Maybe it is there or maybe it will be published later. Anyway, coming to the topic of reviews. With the use of online shopping taking off in India, comes the boon (or bane) of trying to know how the product or service is basis feedback and reviews posted online. Both on the purchasing site as well as other third-party site.
For example, if you want to buy a pair of sneakers on an ecomm portal, you would by default check how others have rated the product and what users have to say about it. How many stars, what’s good, what’s bad etc. And how many good, bad, or ugly reviews are there on the product. And then you compare with other brands and see the same before you decide to punch in your card details to buy.
So far so good. But hey, wait, you get the product after a week, and it is nowhere near what was the beautiful pictures also nowhere what you were expecting give or take a few points. So, you decide to return it. And in many cases returns are not possible. In some reputed sites you do get a no questions asked refund, so you are protected. You decide to leave a bad review on the site. But then, it is among the 5% of bad reviews therefore, hidden from view of the other unsuspecting buyers. And it ends there.
And the cycle continues.
Now let’s look behind the hood and see what’s happening. Have you googled “buy reviews” or equivalent with portal name. If not, this is a good time to do that. And you will find you can actually buy reviews, genuine sounding reviews at a price. This is the sweetener that any one selling their wares needs. Even if you have just launched your venture, you can buy them and make it look list a great product or service, without having sold a single SKU.
Not just any review, but 5 star mind it!
Now it gets murkier. There is something called verified reviews and another segment which is called unverified. Simply put, verified means the reviewer has actually bought the product or service at that site and is giving a review of it. Unverified mean he has not bought it on that particular site. So now, you look for that verified tag and feel more confident that the reviews are genuine. Or is it?
Not so fast folks. Did you know that even verified reviews can be bought? You might be thinking, how is that even possible? As the major players take the feedback seriously and the products/services might be banned.
Well, while you can’t google this one. There are service providers who offer this as well. And of course this has a higher margin as it requires logistics as well.
Works something like this. The service provider has already set up multiple (read many) accounts on the ecomm portals ready for use. Now you as a seller have a product/service already set-up on the portal or in process.
You give that link to the review services provider. He/she then sets out to BUY the product or service on the portal. Which you then have to fulfil/deliver as per your listing.
The service provider takes delivery of the products and is therefore, qualified as a verified purchase to review it. And gives the 5 star and a genuine sound review and pictures (costs more) of the product/service.
Now it gets interesting.
They then give the product back to the seller back channel. And the seller refunds the purchase amount plus a commission for the service.
And you have a bunch of verified reviews as well.
Sounds complicated and costly. But as a part of your sales budget, this is cheap and cheerful. If you consider this as a part of your sales promotion budget, this becomes a small amount you spend to get prominence at stores.
So we find there could be three kinds of fake reviews:
- Verified
- Non-Verified
- Paid
Now, the questions:
Does the BIS framework or any regulation address this?
Answer: Frankly unless we see the framework this cannot be commented on. It could be more of a broad blanket framework or quasi regulation that penalizes and outlines penalties for faking it.
Is it even possible to put a check on all the fake reviews?
Answer: Frankly, one can put stringent penalties, or call for self-regulations by ecom players, but one can’t fathom how one would detect leave alone act on fake reviews unless data is taken of delivery address, credit cards etc which could point to patterns or large samples of reviewers are actually tele called for verification. As for the unverified reviews, there is no way to check them unless they are actually called upon. The paid reviews, sure it can be mandated that they are flagged off as paid reviews. It is akin to influencer marketing where paid influencers have to state they were paid to post.
Will fake reviews disappear after this announcement?
Answer: Now that is expecting too much. But suffice it is the say that the onus is on the online providers to try and do damage control as they themselves could become liable if caught for some ambitious seller’s dubiousness. So there will be some checks and balances and we can expect some level of reduction. But not complete as it might not be possible at all.
What happens to the buyers? This is tantamount to cheating.
Answer: Caveat Emptor. Or let the buyer beware. As per the Indian Contract Act becomes the norm. No matter how many rules are enforced there will be scams, and it is in the buyers interest to do due diligence before spending.
In any case, what plays up is the simple adage. That you cannot sell a bad product twice. So fake reviews or any other means, if your product or service is shoddy, you will face consumer back lash and word of mouth which will kill your business and brand. And you would have only sold to a few first timers.
The market takes care of itself. Albeit with some money being spent.
Moral of the story. This is a welcome step in thinking. And would help reducing the rampant fake reviews and help people decide better.
Views expressed are personal.
