Update: Consumer-generated reviews
In our February 15 issue, we ran an article on consumer-generated reviews called "Consider Your Source." Online review systems are a powerful tool for marketers, as more and more potential customers base their purchase decisions on the opinions of their peers. But trustworthiness is an issue. Fabricating reviews-- or posting reviews by "fake" consumers-- is not uncommon.
Is it a legal issue, though, or an ethical one?
MediaPost ran a piece today on a plastic surgery corporation that was allegedly caught posting fake reviews on RealSelf.com, an anti-aging treatment site. RealSelf.com has accused Lifestyle Lift of breach of contract, computer fraud and other counts, charging that agents from the plastic surgery corp. posed as patients on RealSelf.com and lauded Lifestyle Lift's work.
"The fabricated, false and misleading comments ... are harmful to the goodwill and integrity of www.realself.com, which relies on unbiased, authentic and truthful reviews by users," the company alleged in papers filed in Detroit federal district court, according to MediaPost.
There's more to this issue than meets the eye, as RealSelf's charges were filed as a counterclaim to a charge Lifestyle Lift has made accusing RealSelf of copyright infringement, but that's another story altogether.
If we're looking at the matter at hand-- "consumer-generated" reviews that were allegedly manipulated as a marketing ploy-- do you think this is lawsuit-worthy? Or is RealSelf being overly litigious or just trying to make a point?
Comments
I'm usually against lawsuits if they can be avoided but in this case, RealSelf's image of a trustworthy place people can go to get advice from others like themselves has been seriously breached by the wrongdoing of Lifestyle Lift. That damage may even be irreparable. Shame on Lifestyle Lift for stooping so low - they must not be able to stand on their own to have to go so low.
Posted by: Ron Hayes | March 18, 2008 9:31 AM
This goes to the heart of a Marketers credibility and integrity. It affects all of us. Any fake blog or fake review created to promote a product is no different than the common liar who offers false advertising and false claims of performance. They should get the full extent of the law thrown at them. They might as well go into politics if they want to resort to that kind of tactic.
Posted by: Richard Saling | March 23, 2008 10:59 PM