Proof of the power of Peer Reviews. Some “used as blackmail”.

Buyer side Journey, Peer Reviews, Influencer Marketing, Influencer50

Fascinating news story on the BBC site about just how influential Peer Review sites can be. Plenty of ethical issues brought up by the counter-arguments in this. Should those being reviewed have the right to equal visibility replies? Should reviews with clear factual mistakes be removed? Should review sites be able to choose not to publish extreme reviews?

According to the BBC article, written by Kevin Peachey, “Businesses are ambushing rivals with fake reviews and customers are using the threat of online criticism to win discounts, research has found.

Allegations have been made of people “blackmailing” firms with poor reviews to get money off, the Competition and Markets Authority (CMA) said.

Review sites may leave negative commentary unpublished to allow firms to resolve complaints, the CMA added.

Consumers could be unaware that some endorsements in blogs were paid for.”

For the full story,