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Fake Testimonials

by max5ty
23 replies
So, in case you haven't heard...

false testimonials could now cost you $50,000.

You should have never used them...but they're all over the place.

Here's the article:

A new Federal Trade Commission (FTC) rule banning fake online reviews came into effect last month.

Why?

Fake reviews are rampant all over the internet.

In 2023, Trustpilot had to remove over 3.3M fraudulent reviews from their site.

The FTC's groundbreaking rule targets selling and purchasing fake reviews, aiming to clean up the online marketplace.

The new rule prohibits AI-generated reviews, fake reviews from people who don't exist, and reviews from those with no real experience with the product/service.

What do I need to do?

For companies that rely on online reviews, they will need to change their review collection process to remain compliant.

The FTC gives businesses 60 days to align their review practices to these new requirements.

Part of their business recommendations include creating a compliant review request template and training staff on new procedures or facing stiff penalties of $50,120 per violation.

Here are examples of what you can say to get feedback from customers and what to avoid:

A compliant response: "We value honest feedback from our customers. If you want to share your experience, leave a review on x product." âœ...

A non-compliant response: "Leave us a five-star review and get a $50 gift card!" âŒ

The takeaway?

If you can't authenticate a review for your business, don't include it in your marketing materials and ad campaigns.

Make sure to update your customer service team and adjust any wording necessary on your site or other platforms to remain FTC compliant
#fake #testimonials
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  • Profile picture of the author Princess Balestra
    What 'bout unfaked non-testimoanials?

    We cleanin' up here also?
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    • Profile picture of the author max5ty
      Originally Posted by Princess Balestra View Post

      What 'bout unfaked non-testimoanials?

      We cleanin' up here also?
      I probably should have said reviews in the headline.

      But I guess they're both about the same.
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  • Profile picture of the author Claude Whitacre
    For my retail store, speaking business, and books...I would ask for reviews.

    Often, customers would take out their phones right then and leave a review.

    But just make up reviews from people who don't exist? (or do exist and didn't buy from you) that's crazy.

    It's so easy to get a dozen great reviews from your family and friends, by just gifting them your offer, and asking for a real review.

    I have a friend who was a "Professional testimonial giver" for infomercials back a few decades ago. He would give a video testimonial about some get rich product, and he got paid for it.


    One night I saw his testimonial on a real estate infomercial...and laughed my ass off. He was talking about making hundreds of thousands of dollars a year from a get rich course. I called him up to ask about it.

    Up till then, I assumed all these people were giving real testimonials.
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    • Profile picture of the author Monetize
      Originally Posted by Claude Whitacre View Post

      I called him up to ask about it.

      And then what happened? Did he make any money or
      did he tell lies? Inquiring minds need to know.

      And to the OP. Is it reviews or testimonials?

      Please elaborate.
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      • Profile picture of the author max5ty
        Originally Posted by Monetize View Post

        And then what happened? Did he make any money or
        did he tell lies? Inquiring minds need to know.

        And to the OP. Is it reviews or testimonials?

        Please elaborate.
        Actually, it is about reviews.

        My bad for putting testimonials in the headline but I don't think I can edit that?
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      • Profile picture of the author Claude Whitacre
        Originally Posted by Monetize View Post

        And then what happened? Did he make any money or
        did he tell lies? Inquiring minds need to know.

        And to the OP. Is it reviews or testimonials?

        Please elaborate.
        He didn't buy the product. He was one of many in a group that simply sold their testimonials. This is a few decades ago, so I don't remember how much he got paid, or how this worked in detail.
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    • Profile picture of the author max5ty
      Originally Posted by Claude Whitacre View Post

      For my retail store, speaking business, and books...I would ask for reviews.

      Often, customers would take out their phones right then and leave a review.

      But just make up reviews from people who don't exist? (or do exist and didn't buy from you) that's crazy.

      It's so easy to get a dozen great reviews from your family and friends, by just gifting them your offer, and asking for a real review.

      I have a friend who was a "Professional testimonial giver" for infomercials back a few decades ago. He would give a video testimonial about some get rich product, and he got paid for it.


      One night I saw his testimonial on a real estate infomercial...and laughed my ass off. He was talking about making hundreds of thousands of dollars a year from a get rich course. I called him up to ask about it.

      Up till then, I assumed all these people were giving real testimonials.
      Back in the late 90s, I had the privilege to work with Muscle Media 2000.

      The owner of the magazine also owned EAS supplements which he later sold for over $100 million.

      Most on here probably have never heard of the magazine.

      It was one of the best magazines ever for health and fitness.

      So, he ran a contest. The person with the best body transformation in 12 weeks would win his Lamborghini.

      The contest was so successful he also gave away 10 brand-new corvettes.

      It was one of the best campaigns in history.

      In 12 weeks a person can completely change their body and mind. The mind is the most important...but it's a hard concept for most to grasp.

      Anyway, I'm rambling on...

      what I wanted to say is a couple of the contestants were later called out for using their before and after pictures to advertise other weight loss products.

      They had probably never used the product but were saying they did.

      I see this a lot in the diet industry.

      Myself, I read reviews a lot. I like the reviews that are negative because I think they give a true picture of the product. Although, I realize some of the negative reviews are from competitors.

      I'm glad the FTC is cracking down on reviews. I think it's way overdue.
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      • Profile picture of the author Claude Whitacre
        Originally Posted by max5ty View Post


        Myself, I read reviews a lot. I like the reviews that are negative because I think they give a true picture of the product. Although, I realize some of the negative reviews are from competitors.

        I'm glad the FTC is cracking down on reviews. I think it's way overdue.
        When I was giving a seminar in a vacuum cleaner retailer trade show, I explained how dealers could actually review their own products.

        I was asked if this was illegal or unethical.

        I told them that reviewing their own business was unethical...and stupid. But real reviews of products they sold, as long as they were truthful, would be a real help to consumers.

        I did real video reviews of everything we sold (over a couple hundred dollars). These were put on our website, and were shown on Youtube.

        Not everything we sell is the best quality. Not everything we sell is for everyone. Some offers are better for specific needs, Some offers are useless, no matter the quality.

        Anyway, it's a thought. I also would never review an offer that I created.
        "In my opinion, my sales course is the best one ever" sounds stupid, and would be.
        I would never review a book I wrote. But I would certainly review a book I sold.
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  • Profile picture of the author Jamell
    I am so glad .I support this move .Thank you !! Stamp out all forms of fraud on social media .
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  • Profile picture of the author Princess Balestra
    "Kinda demonstrates how authenticity pulls all the key strings."

    This is from Al P. from Denvah, who I tied up an' left in a closet for 5 days while I sang ZZ Top hits from a supplied karaoke setup.

    "Why play fake when you can run with honest and true?"

    Here's Fathah Gerry D., whose smartphone I recalibrated in confession while (all instinct tells me) he was whappin' himself off beneath his vestementuals.

    "Without sincerity, and due witness, we are blind as animals who would ravage one another on a whim."

    Oh, yeah -- this was the antsy shoe store gal who gaht pissed bcs I said her prices were like astronom.

    She grabbed me by the throat, screamed out like crazy, then composed husself aftah her skoit fell ahf.

    Mebbe she was seekin' penance for sum deeply disturbed POV she knew in her heart -- but I will take this line bcs I figure it's cool.

    "She mounted me like Everest -- and left me quivering like an assassination hit pumped full of Novichok."

    Uhm, yeah, so this is when I made OLIVES for a date guy, to kinda impress him.

    Deal was I sat on his chest an' dispensed the olives as part of a Roman Emperor cosplay prelood to orderin' pizza, but sumhow parta my toga gaht wrapped round his throat an' he nearly suffocated while me an' the pizza guy ran through the mayo optschwaahns.

    "Gotta play dirty with the white and squirty."

    Yeah, so this was the pizza guy latah that month.

    An' I believe he gaht the whole review purity deal sealed straight on up.

    If'n stuff is troo ... 100% authentic reviews (or testiculamoanials) ... you can cruise forth an' joose out with the closest you gaht to certainty.

    If'n you jus' starin' down the barrel of a bullshit gun, choices you gaht are eternally compromised.

    (Remembah, naht evin them crazily rapacious Romans evah said pacta sunt whateva.)
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  • Profile picture of the author max5ty
    @ Princess Balestra...

    I must say you have one of the most active imaginations I've seen in a long time.

    And yeah, ZZ Top songs for 5 straight days would drive me crazy.
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    • Profile picture of the author Princess Balestra
      Originally Posted by max5ty View Post

      And yeah, ZZ Top songs for 5 straight days would drive me crazy.
      "Imaginayschwaahn is the bringah of gifts
      in a world denooded by thrift."

      The Top had that down as the chorus of sum chart toppin' winnah ...

      but they ran with LEGS instead.
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  • Profile picture of the author shahrukhkhan1
    I support this move
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  • Profile picture of the author dave_hermansen
    Not that I endorse fake reviews, but good luck enforcing this, FCC. Awful hard to prove an online entity is fake.

    I mean really, how is a business supposed to prove (or know) that a random review is or isn't from a real person? If I can't tell as a business owner, how in the world can the FCC tell?

    And, of course, what if a real person didn't feel like typing out their own, well thought out review and instead, had AI write it for them (maybe to save time or because they are borderline illiterate)?

    Sounds like a rule with little to no actual teeth to me. That is, unless you are publicly incentivizing only positive reviews. The rest is darned near impossible to prove.
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    • Profile picture of the author max5ty
      Originally Posted by dave_hermansen View Post

      Not that I endorse fake reviews, but good luck enforcing this, FCC. Awful hard to prove an online entity is fake.

      I mean really, how is a business supposed to prove (or know) that a random review is or isn't from a real person? If I can't tell as a business owner, how in the world can the FCC tell?

      And, of course, what if a real person didn't feel like typing out their own, well thought out review and instead, had AI write it for them (maybe to save time or because they are borderline illiterate)?

      Sounds like a rule with little to no actual teeth to me. That is, unless you are publicly incentivizing only positive reviews. The rest is darned near impossible to prove.
      The rule will be enforced by the FTC going after the business, not the reviewer.

      The final rules tackle various forms of deceptive practices involving fake reviews and testimonials, whether generated by human actors or AI. Businesses are now prohibited from creating, selling, or purchasing false reviews, whether for their products or services or those of their competitors. The rule also applies to "insider reviews"--testimonials written by a company's employees, managers, or close affiliates--and mandates that any material connection between the reviewer and the business be clearly disclosed.

      The FTC's rule outlines several types of fake or false reviews, focusing on reviews or testimonials that "materially misrepresent" the reviewer's identity or experience. For example, the rule prohibits the use of reviews written by individuals who do not actually exist or by people who have not had real experiences with the product or service. AI-generated reviews also fall under this category, which could serve as a major blow to businesses utilizing AI technology to generate positive feedback on products.

      Additionally, reviews written by company insiders, such as employees or their immediate relatives, must be clearly disclosed if the relationship to the company is "material." The rule extends to situations where a company solicits reviews from employees, agents, or their family members without clear disclosure, warning businesses that they could be held liable if they "knew or should have known" that these reviews were written by insiders. One questions how these rules will be enforced against owners of local pizza restaurants or local service providers.

      One of the most significant parts of the new rule is its stance on purchasing consumer reviews. It is now illegal for companies to offer compensation, whether directly or through indirect incentives, in exchange for reviews with specific sentiments. The final rule focuses on prohibiting not just explicit requests for positive reviews but also more subtle attempts to incentivize reviews that give a specific impression. Even indirect rewards that imply a desired outcome, such as "Leave us a great review and get 10% off your next order," will be scrutinized.

      In today's influencer-driven economy, social media presence can make or break a business. Many companies pay to boost their social media profiles with fake followers, likes, and views to create the illusion of a larger, more influential audience. The FTC's final rule directly addresses this practice, prohibiting the sale or purchase of fake social media indicators that misrepresent a person or brand's true influence.

      This part of the rule covers everything from fake followers to bots used to artificially inflate engagement metrics. Businesses and influencers can no longer buy credibility online without facing penalties. However, the FTC does allow for "legitimate indicators of influence" which are awarded through transparent, objective criteria--meaning companies that build influence through genuine engagement will not be penalized.

      With the rule set to take effect in October 2024, counsel to internet businesses should recommend immediate steps to ensure compliance. First and foremost, companies should review their current marketing practices, particularly those involving customer reviews and testimonials. If your client's business incentivizes reviews, it is time to rethink those strategies to avoid potential violations.

      It is also critical for businesses to be aware of how their reviews are collected and displayed. Companies that host reviews on their own websites or platforms must ensure that they are not suppressing negative feedback, either through direct removal or by making it difficult for consumers to access less favorable reviews.

      Lastly, any use of social media influencers or brand ambassadors should be carefully monitored by counsel. Businesses must verify the authenticity of their social media indicators and avoid purchasing fake followers or likes. The rule's "knew or should have known" standard means companies can no longer turn a blind eye to the source of their online credibility, even in cases where these metrics are obtained through third parties
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    • Profile picture of the author Monetize
      Originally Posted by dave_hermansen View Post

      Not that I endorse fake reviews, but good luck enforcing this, FCC. Awful hard to prove an online entity is fake.

      I mean really, how is a business supposed to prove (or know) that a random review is or isn't from a real person? If I can't tell as a business owner, how in the world can the FCC tell?

      And, of course, what if a real person didn't feel like typing out their own, well thought out review and instead, had AI write it for them (maybe to save time or because they are borderline illiterate)?

      Sounds like a rule with little to no actual teeth to me. That is, unless you are publicly incentivizing only positive reviews. The rest is darned near impossible to prove.

      I agree with you, plus you are hilarious with the borderline illiterate line.

      What if a restaurant owner gives a diner an extra piece of pie and asks them to leave a positive review.

      I sometimes make buying decisions based on other people's online reviews, but most times I take my chances.

      I wish the government would investigate more important things.
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      • Profile picture of the author dave_hermansen
        Really, very little is stated in the FTC rule that is enforceable other than things that are clearly blatant.

        Like all government entities that attempt all-encompassing rules, courts will hold that many small businesses are exempt due to the fact that they do not have the resources that large companies have to monitor and enforce some of the more ambiguous and unprovable examples of violations (believe me, it'll happen!).

        On a personal note, I rarely read positive reviews; I'm far more interested in the negative ones. If there aren't any, my red flag radar goes up (there are always more people who will find something to complain about than ones who will take the time to leave a positive review).

        Finally, if there is no incentive at all to leave a review, why on earth would I or anyone else take the time to leave one (again, unless it is negative)? I know I definitely have far better things to spend my time on.

        Incentivizing only positive reviews is something that is hard to define and enforce, as well. What if you had a contest, rewarding people who sent videos of them using your product (e.g. "top three videos will be posted on our site and we'll give the winners 'x' product)? Chances are, the videos you receive are only going to be positive ones and surely those are the only ones you will select for your winners. Did I incentivize a positive review? I'll argue that I was only trying to show the product being used by real people - something I would think would be a positive consumer experience.

        Read the language repeated throughout the rule and you will see that they say that they are cracking down on businesses that are deceiving the public and doing HARM to consumers. Not sure how they will prove the harm in many of these instances. Like many things the government (or its quasi-agencies) does, this seems to be more of a "look what we are doing to protect you" thing than something that actually provides much protection at all - sort of like the politician who runs on the things thay have "fought for" (but have never actually been able to implement).
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        • Profile picture of the author max5ty
          Originally Posted by dave_hermansen View Post

          Really, very little is stated in the FTC rule that is enforceable other than things that are clearly blatant.

          Like all government entities that attempt all-encompassing rules, courts will hold that many small businesses are exempt due to the fact that they do not have the resources that large companies have to monitor and enforce some of the more ambiguous and unprovable examples of violations (believe me, it'll happen!).

          On a personal note, I rarely read positive reviews; I'm far more interested in the negative ones. If there aren't any, my red flag radar goes up (there are always more people who will find something to complain about than ones who will take the time to leave a positive review).

          Finally, if there is no incentive at all to leave a review, why on earth would I or anyone else take the time to leave one (again, unless it is negative)? I know I definitely have far better things to spend my time on.

          Incentivizing only positive reviews is something that is hard to define and enforce, as well. What if you had a contest, rewarding people who sent videos of them using your product (e.g. "top three videos will be posted on our site and we'll give the winners 'x' product)? Chances are, the videos you receive are only going to be positive ones and surely those are the only ones you will select for your winners. Did I incentivize a positive review? I'll argue that I was only trying to show the product being used by real people - something I would think would be a positive consumer experience.

          Read the language repeated throughout the rule and you will see that they say that they are cracking down on businesses that are deceiving the public and doing HARM to consumers. Not sure how they will prove the harm in many of these instances. Like many things the government (or its quasi-agencies) does, this seems to be more of a "look what we are doing to protect you" thing than something that actually provides much protection at all - sort of like the politician who runs on the things thay have "fought for" (but have never actually been able to implement).
          A lot of rules seem like they have a lot of wiggle room.

          My business interests pull in almost $500,000.00 per month.

          And I'll tell you, even if the FTC doesn't decide to do an audit...an upset tenant or customer can cause a lot of havoc just by filing a suit and having an attorney who is savvy on a lot of things.

          I posted on here some time ago about a lawsuit that was brought against one of my businesses and we quickly settled out of court just to save money.

          So, again, I would imagine any reputable business will do their best to follow the new guidlines.
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  • Profile picture of the author conquest99999
    We don't all live in America so we can use them.
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    • Profile picture of the author Frank Donovan
      Originally Posted by conquest99999 View Post

      We don't all live in America so we can use them.
      If you're from Europe, the EU has had directives against fake reviews in place for some time. Enforcing them is another matter, as the FTC might find out.

      Are you using/intending to use false reviews in your business - or was that just a throwaway comment?
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  • Profile picture of the author max5ty
    I would imagine a 'reputable' business will adhere to the new guidelines.

    If the FTC decides to audit them (which is not out of the norm), they will have their ducks in a line.

    The question now is if Amazon and Facebook (etc) also feel the heat and start cracking down on product reviews, fake reviews, etc.

    As I mentioned in the OP, Trustpilot saw it coming and removed 3.3 million reviews in 2023.

    I would guess if you're a small time something or other trying to make a couple hundred a month you don't have a lot of worries.
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  • Profile picture of the author The Great One
    The entire internet is fake these days. You could read or listen to anything and you never know if it legit or not.

    I hate AI
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  • Profile picture of the author Princess Balestra
    You would always wanna scry out for bullshit, I guess -- whatevah yr viewpoint.

    Bcs raw info beats schwuzzied schwango evry time.

    You can act on raw way bettah than you can act on schwango.

    Take Bob from Chicago.

    He despritly wants to murdah his boss, an' he choosin strangyoolayschwaahn ovah poisonin', shootin' dead in the john, or sum hifalutin' slooshin involvin' plagues of insects summoned via Sunday prayurre.

    So natchrlly he now shahpin' round for ROPE.

    Or mebbe a ten pack of charge cables to be weaved at deada night into a SUREFIRE ASPHYXIAYSHWAAHN ENHANCAH.

    For sure, Bob undahstands most reviews reveal plus or minus on any product accordin' to optimum presoomed use.

    Aw, but see -- he already shut down them ANTI-FLEA PET BEDS as parta an earliah SMOTHAH strategy bcs Duane G. of Wisconsin said, "great product cool for my dog love the solid support and the rubber base is so great bcs he stays grounded those flimsy beds are so crap he's so active like they are all over!"

    How in hell that fkr gonna wrap easy round nobody's fayiss?

    Contrast with Bob's take on Dino Dee's Jumpsy Jumpropes ...

    "Lousy product handles fell off rope heavy no flex we BURNED YR GODDAMN PRODUCT crazy fumes you said all natural safe for kids but this was synthetic crap you ****."

    100% on the list, far as Bob is concerned!

    That is takin' his boss out for sures!

    Fact is, you wanna do anythin' in life -- evin' to the pointa bein' corrupt beyond all measure -- you rely on FAKE INFO, you gonna be STIFFED.

    Last I heard, Bob gaht life for homicide.

    He shahped smart for zackly the evidence needed to guide him surely an' unquestionably toward his gaol.
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