Popular online companies Amazon, Booking.com, Expedia Group, Glassdoor, Tripadvisor, and Trustpilot have formed The Coalition for Trusted Reviews to protect online consumers from fake reviews.
This global alliance underscores the commitment of these influential organizations to strengthen the reliability of customer reviews on a global scale.
The coalition was formally launched this week, following the feedback from the inaugural Fake Reviews Conference held in San Francisco in October 2022, organized by online travel reviews site Tripadvisor.
At the inaugural conference, professionals from government, academic circles, and leading online industries deliberated on the challenges and prospective strategies to combat counterfeit reviews.
The Coalition for Trusted Reviews Action Plan
Identifying multiple strategic areas, The Coalition for Trusted Reviews plans to shield both consumers and affiliates from the misleading influence of fabricated reviews. Their action plan includes:
- Industry Alignment: The coalition will pioneer uniform standards and definitions, identifying what qualifies as a fake review and establishing mutual content moderation terminology and assessment criteria.
- Best Practice Sharing: Defining and sharing best practices for accommodating online reviews, updating processes for content moderation, and exchanging methodologies for detecting counterfeit reviews.
- Information Sharing: Sharing information about how dishonest actors operate. For example, how fraudulent companies sell fake reviews to businesses to improve their reputations unfairly.
- Advocacy: The group plans to liaise with academics and public policy leaders to underscore the consumer advantages of review content and back industry measures to prevent the publication of fake reviews.
By pooling their resources and expertise, these companies aim to establish new benchmarks for preserving the authenticity of reviews, thereby reinforcing consumer trust globally.
Amazon, a Founding Member
Dharmesh Mehta, Amazon’s Vice President of Worldwide Selling Partner Services, and a founding member, emphasized, “Customer reviews are an important part of the shopping experience, and the goal of this coalition is to ensure every review reflects customers’ actual experiences.”
As a leading online consumer brand, “Amazon is aggressively fighting fake review brokers to protect our customers and selling partners, but these fraudsters are a global problem, impacting multiple industry sectors.”
By enhancing cooperation and information exchange among industries, particularly insights into the strategies and operations of fraudulent actors, Amazon can shut down deceptive review practices more efficiently, added Mehta.
This increased attention on fake reviews should help discourage further dishonest attempts to manipulate Amazon’s systems, and safeguard its consumer base from fake reviews.
Members of The Coalition for Trusted Reviews are scheduled for another assembly at the second Fake Reviews Conference on December 5th and 6th in Brussels, organized by Amazon. The group intends to maintain the momentum in this crucial fight for authentic online consumer interaction.
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