Internet reviews and experiences of relatives and friends, according to a survey for most consumers, the most important source of information when deciding to purchase a particular product or service. "96% of respondents said that before taking the product or service always or sometimes seek reviews of other consumers. 95% of these searches these reviews on the internet, "said the survey results Luke Green, head of the legal department dtest. People search for reviews of specific graders prices (foto, Zboží.cz), as well as on the websites of retailers of goods and providers of services or on news sites. The questionnaire survey was 3409 respondents.
With the growing influence of internet reviews have been increasing their rate of exploitation. "Two-thirds of consumers stated that they met on the internet reviews, which they considered unreliable and less than a third of respondents think that online reviews are used to competition between entrepreneurs," says Luke Green. 47% of those who do not seek consumer reviews at all, do so because they do not trust them. They believe that reviews can be manipulated by manufacturers or not indicative of the actual quality of the product.
From a legal point of view it is necessary to distinguish positive and false negative reviews. Positive reviews can be fake - as a communication designed to promote business activity - be considered advertising. This follows from the definition of advertising in the Act on Regulation of Advertising. "Where such reviews posted on the request of the entrepreneur, this is an unfair trade practice under the Consumer Protection Act and also under certain conditions of surreptitious advertising under the Act on Regulation of Advertising," Luke explains Green.
As an example, some reviews on discount portals, as stated by one survey respondent: "When I published a negative review on the hairdresser, I received a negative reaction to my post was subsequently deleted. Continue to show only neutral questions and positive contributions. I think the discount portals publish only laudatory posts in order to gain customers. Positive reviews are written sometimes by service providers themselves, or ask a friend to lure customers. "
From the perspective of rights is always important to consider whether this is the actual observation or evaluation of the consumer or whether it is a review that is not based on experience, but directed either to support the business, as opposed to damage to the body. False negative reviews do not meet the above definition of advertising. However, if the aim to harm a specific entity, it may be unfair competition.
Source: tz
