In an ever more competitive online marketplace in which reviews can make or break a company, the continuing presence of fake online reviews is a serious development worth examining. Fake reviews may be positive, promoting a business in order to drive sales, or negative, attacking a business in order to harm it. Notably, various e-commerce sites adjust rates they charge to list products with them based on the review status of the listed company. Fake reviews have potentially dire consequences for businesses that maintain a digital presence, especially emerging FinTechs and other early-stage companies sensitive to costs. For these young companies, increased costs from combating fake reviews could impact their bottom lines and raise uncomfortable questions during financing rounds, possibly resulting in fewer investors and lower overall investment. Consumer feedback further remains a strong area of focus for federal and state regulators, who perceive such feedback as a valuable tool in informing their consumer protection duties. Fake online reviews can thus attract regulatory scrutiny and become the driver for the initiation of regulatory investigation. Potential enforcement costs imposed by regulators, litigation costs imposed by competitors, reputational damage, heightened customer acquisition costs, and lost or diminished investment collectively serve as potent reminders of the power of fake online reviews and the need for businesses to maintain protocols to identify, address, and mitigate their impact. Publication of false reviews that damage the reputation of a competitor may trigger a private right of action under federal law against the reviewer. Section 43(a) of the Lanham Act 1946 protects businesses against unfair competition arising from misleading advertising or labeling. Specifically, any person who, on or in connection with any goods or services, uses in commerce any word, term, name, symbol, or device, or any false or misleading description or representation of fact which either (i) is likely to cause confusion, mistake, deception, or (ii) in commercial advertising, misrepresents the nature, characteristics, qualities, or origin of another person's goods, services, or commercial activities, will be liable in a civil action by any person who believes that he or she is or is likely to be damaged by such act. Depending on the facts and circumstances proven in court, remedies may include injunctive relief, disgorgement of any profits earned by the liable party, damages, litigation costs, and corrective advertising. However, to pursue a claim under the Lanham Act (or a state law tort claim), a plaintiff must be able to identify and locate the consumer4.
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Amazon itself loses more faith in the validity of the reviews with each passing day. Ultimately, the integrity of the entire marketplace comes into troubling focus, and everyone asks why Amazon isn't doing more. What can be done about fake reviews on Amazon?
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...Looking for some ways on how to buy reviews on Amazon? If the sellers try to do it, their accounts might be closed, and they might be sued. When it comes to customer feedback, Amazon has many restrictions and rules. If users break them, they risk ending up with their listings suspended or removed. For the platform, it's better if you generate reviews organically and don't buy verified Amazon reviews. So, how to get more testimonials from customers and not break the rules? You might think it's an overpriced option, but the Early Reviewer program has a major advantage, as the platform provides a completely legal method to help get products off the ground.
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...Looking for some ways on how to buy reviews on Amazon? If the sellers try to do it, their accounts might be closed, and they might be sued. When it comes to customer feedback, Amazon has many restrictions and rules. If users break them, they risk ending up with their listings suspended or removed. For the platform, it's better if you generate reviews organically and don't buy verified Amazon reviews. So, how to get more testimonials from customers and not break the rules? You might think it's an overpriced option, but the Early Reviewer program has a major advantage, as the platform provides a completely legal method to help get products off the ground.
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