How to Navigate the FTC’s New Rules on Online Reviews
Online reviews have long been a cornerstone of digital marketing success. They boost your credibility, influence buying decisions, and create trust with potential customers. They are an important aspect of the E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) ranking factors search engines look for in a website and business. But with the Federal Trade Commission (FTC) recently introducing stricter rules to combat deceptive practices, it’s time to take a hard look at your review strategy to ensure compliance and protect your business.
The FTC’s recently finalized rules make it illegal to purchase fake reviews, suppress negative feedback, or incentivize biased testimonials without disclosure. Non-compliance isn’t just risky; it could cost you up to $51,744 per violation. For businesses relying heavily on platforms like Google, Facebook, or their own websites for reviews, these changes have significant implications. They also make it illegal to buy fake followers and likes!
Here’s what you need to know, how to adapt and how Wild Iris Marketing can help you with online review management.
The Risks of Cutting Corners
It might be tempting to pad your reviews with glowing feedback from friends, family, or employees. Perhaps you’ve even considered using paid services like Fiverr to buy five-star ratings. Unfortunately, these shortcuts could now land you in hot water. The FTC’s rules prohibit any reviews that mislead consumers by presenting biased opinions as genuine. This applies to every platform, whether it’s Google Reviews, Facebook, Amazon, or testimonials featured directly on your website.
Let’s break that down.
Google
Posting fake reviews, even seemingly harmless ones from employees or friends, can now result in steep penalties. Google’s algorithms are also getting better at detecting suspicious patterns, meaning fake reviews are more likely to be flagged or removed. If a business shows a pattern of Google mischief, Google has even been known to delist/delete a business’ Google Business Profile, which is a death-blow to any modern business.
Facebook
Paid or fake reviews are doubly risky here. Not only do they violate FTC rules, but Facebook’s community standards also prohibit misleading reviews. Violations can lead to account suspensions or bans. Nobody enjoys protesting a Facebook account ban, deserved or not.
Website Testimonials
Even the reviews you post on your own site must be authentic. We’ve experienced client sites where a previous marketer simply made up fake glowing reviews, pronouncing the business as the best ever in their market. Often, these reviews didn’t look or sound legitimate.
Why Authenticity Matters More Than Ever
Beyond avoiding fines, playing by the rules enhances your brand’s credibility. Consumers are more savvy than ever, and fake reviews are often easy to spot. Vague “Best company and product ever! 5 star++++! Would do business again. -John Smith” makes anyone’s stomach turn. By comparison, a genuine mix of glowing praise and constructive criticism (especially from reviewers who seem like legitimate customers) shows transparency and builds trust (the T in E-E-A-T). Think of negative reviews as an opportunity to show your customer service prowess by addressing concerns and resolving issues publicly.
When your reviews reflect real experiences, you’re not just complying with the law, you’re creating a stronger foundation for long-term customer loyalty. If you’re not getting good reviews, it’s an opportunity for self-introspection and to improve your actual business. Reviews are both the thermometer and barometer of your company’s health and fair weather.
Cleaning Up Your Review Presence
If you have questionable reviews, now is the time to make it right. Here’s how to conduct an audit and clean up your online presence.
Audit Existing Reviews
Start by reviewing all the feedback across your platforms. Look for patterns that might raise red flags, such as multiple reviews from similar IP addresses or unusually generic language.
Remove Questionable Reviews
Most platforms, including Google and Facebook, allow you to flag or delete problematic reviews. While you can’t control customer feedback, you can clean up any inauthentic posts tied to your business. Don’t delete/flag bad reviews, delete/flag fake or questionable reviews, even if they are good.
Set Up Monitoring Tools
Regularly monitor your reviews to ensure compliance. Make sure you check in on every new review when it arrives, and take the opportunity to address the customer, whether the review was good or bad! A genuine response to a bad review can help other potential clients see that you take care of customers even when things don’t go perfectly – which makes them MORE likely to do business with you.
Rebuild Trust with Customers
If past practices have compromised your credibility, address it head-on. Share a statement about your commitment to transparency and ethical practices moving forward.
How to Solicit Genuine Reviews
- Generating authentic feedback doesn’t have to be complicated. A few simple strategies can make a big difference.
- After a successful transaction, invite satisfied customers to leave a review. Most are happy to share their experiences when prompted.
- Provide clear instructions and links to your review pages. Streamlining the process increases the likelihood of participation.
- The easiest way to get great reviews? Earn them. When you consistently exceed expectations, customers will naturally want to sing your praises.
Spotting fake reviews everywhere
It’s well-known that platforms like Amazon, BestBuy, Walmart and eBay are rife with fake reviews. When shopping on such sites, consider using a browser tool such as FakeSpot https://www.fakespot.com/ (now owned by Mozilla, makers of the Firefox browser, but available for other browsers as well). Fakespot collects and evaluates reviews on product pages of such sites, and can give you a breakdown of the credibility of the reviews. It can also give you a summary of the overall review scene, calling out common issues or noting things that are especially commended.
The Bottom Line
Navigating the FTC’s new rules might feel daunting, but it’s also an opportunity. By embracing transparency and prioritizing authenticity, you’re not just avoiding fines; you’re building a brand that customers can trust. Online reviews will continue to play a vital role in your marketing strategy, but the key is to keep it honest and legal.
If you’re unsure about your current review practices or need help auditing your online presence, reach out to us at Wild Iris Marketing. We’ll help you navigate these changes and ensure your digital reputation stays strong.