When you’re starting out your business or trying to get a marketing boost, the idea of buying fake reviews or followers can seem like an easy win. After all, more reviews and higher follower counts make your business look trustworthy, right?
Wrong. ❌
Not only does it reflect poorly on your authenticity and professionalism, but it may also be illegal!
The Real Risk of Fake Reviews
In a world where consumers are increasingly savvy, fake reviews can do more harm than good. These fake testimonials, whether generated by AI or purchased in bulk, don’t just damage your reputation — they could also lead to legal trouble.
Recently, the Federal Trade Commission (FTC) in the US finalised a ban on fake reviews that will go into effect on October 21. This rule aims to “promote markets that are fair, honest, and competitive.”
While this is happening in the US, not Australia, it’s likely that other countries will follow suit soon, and businesses everywhere need to pay attention.
What Does the FTC’s Ban Cover?
The new rule prohibits a wide range of dishonest practices, including:
- Fake consumer reviews and testimonials: No more paying for fabricated positive (or negative) reviews.
- Celebrity testimonials: You can’t fake it with influencers, either.
- Buying and selling reviews: No more paying people to post glowing reviews.
- Insider reviews: Employees or company insiders cannot review your product without disclosure.
- Review suppression: It’s illegal to bury negative reviews to only show the positives.
- Misuse of social media indicators: This includes inflating follower counts and likes.
Why Authenticity Always Wins
You might be thinking, “That’s just the US.”
But as we’ve seen before, once one country makes a move, others tend to follow. It’s only a matter of time before similar rules make their way to Australia.
More importantly, being authentic in your marketing will always be the best long-term strategy.
Your customers are looking for real experiences from real people. They want to trust that when they read a review or see a testimonial, it’s from someone who has genuinely interacted with your business.
By staying true to your brand and focusing on real, meaningful reviews, you’ll build credibility that can’t be faked.
So, Where Should You Start?
If you’re wondering how to collect more *authentic* reviews or boost your marketing the right way, I can help! Whether it’s creating a strategy for customer feedback or navigating the world of online reviews, I’ve helped many businesses build trust and grow through authentic marketing practices.
Let’s have a chat about how we can support your business and keep you on the right side of the law!