Roughly 90% of shoppers look at online reviews before a purchase, but how do you know they're real?
Reviews are a great source of information but we need to be aware that businesses do create and purchase fake ones, says Vanessa Horne, General Manager for Fair Trading for the Commerce Commission.
Photo: 123RF
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- Read - How to spot fake reviews (Tips from Consumer NZ)
Vanessa Horne - General Manager, Fair Trading, NZ Commerce Commission Photo: Think Stills & Motion
New Zealand's current laws in regard to online reviews are "working pretty well", Horne says, but the Commerce Commission keeps a very, very close eye on what's happening both here and overseas. In the UK, for example, fake reviews will soon become illegal.
Our Fair Trading Act states that commercial behaviour cannot be misleading or deceptive. What that means in relation to online reviews is outlined on the Commerce Commission website.
While some businesses communicate clearly about which reviews they delete and why, she says, others choose not to publish negative reviews, Horne says.
Those committed to trading fairly acknowledge that not everyone will give them five stars and sometimes engage with their own negative reviews.
"Businesses who are addressing those concerns up front are doing a great job of trying not to mislead people."
It's good practice for a business to acknowledge when a review is either part of a promotion, written by a staff or family member or when a social media influencer has been paid for it, Horne says.
To verify a local business or service, she recommends looking beyond reviews and talking to friends and family or dropping a query on your Neighbourly or community Facebook page.
When buying something from overseas, look at multiple sources for reviews.
Finally, if you appreciate reading authentic reviews, Horne encourages consumers to write their own.
"Share your experiences and engage fairly."
- Read the NZ government's top tips for shopping safely online here