Trusted reviews manifesto aims to build customer trust

Some of Europe's best known brands have pledged their support for a new 'trusted reviews' manifesto launched by Reevoo

The aim of the manifesto is to protect consumers and Reevoo's partners from the kind of allegations made against some other review-using sites in the last two years - allegations that have included suggestions of fake reviews, paid-for reviews and even the selective display of only good reviews.

Reevoo's manifesto sets out the core values of the Reevoo Mark, the symbol that reassures customers they can trust consumer reviews on the websites of all Reevoo's partner brands and retailers. Among the six promises in the manifesto are explicit guarantees that all reviews provided by Reevoo are genuine, come from verified purchasers of that product, include both good and bad reviews, and are not paid-for.

Richard Anson, co-founder and CEO of Reevoo, said: "We have two aims for the manifesto. The first is to help consumers, because we're worried that their confidence in consumer reviews could be shaken by allegations of fake, paid-for and cherry-picked reviews. It's all very well telling people they can trust Reevoo reviews; the manifesto makes it totally clear why they can trust our reviews. Reviews are immensely influential, with 81% of online shoppers claiming they use reviews to decide what to buy and therefore this manifesto is vitally important for consumer protection.

"The second aim is to shield our partners from any possible damage caused to the credibility of reviews by suggestions of sharp practice. If people stop trusting the reviews on any given site because they're unsure whether they're legitimate or not, then there is an inevitable and consequent loss of consumer trust in the brand or retailer itself - and none of us are prepared to allow that to happen. Together with our partners, we want to be very clear about what shoppers can expect when they see the Reevoo Mark; the manifesto will properly insulate our partners from any sort of 'damage-by-association'.

"The manifesto is also, of course, fully compliant with the letter and spirit of the ASA's recent new guidelines that cover the use of user-generated-content on websites," he added.

The Government's desire for a self-regulating quality mark for consumer reviews was described in its consumer empowerment strategy document 'Better Choices: Better Deals - Consumers Powering Growth', which was published by the Department for Business, Skills and Innovation and announced by Consumer Minister Edward Davey in April.

The Minister said: "In the Government's consumer empowerment strategy, Better Choices, Better Deals, we highlighted the importance of feedback and review schemes. Where the methods used in publishing reviews are robust, transparent and trustworthy they help consumers make decisions, and this in turn leads to businesses improving their goods and services. I therefore welcome this initiative by Reevoo, as informed consumers play a key part in a competitive and fair economy."