These days, everyone seems to be a reviewer, because every company seems to ask us to review their products and services. But companies beware: You better not compensate reviewers without disclosing the fact to the public.
That’s the message the U.S. Federal Trade Commission delivered to a company that touted its online reviews without mentioning that it gave customers who wrote them a discount. In the first case of its kind, the FTC charged AmeriFreight Inc., a broker that arranges the shipment of consumers’ cars, with failing to disclose that it gave $50 discounts to customers who posted reviews. The company settled deceptive advertising charges with the commission in February.
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