Is it illegal to buy reviews?

Positive reviews always have the potential to drive a company’s purchases. Most online retailers therefore offer a system in which they collect reviews from customers and make them available to other interested parties. However, if you are just starting out with your company, it is correspondingly difficult. One idea is often to buy reviews. If you take a look around the net, it seems easily possible to buy various customer opinions. But is that illegal and a good idea?

Table of Contents
Reviews when shopping online
Search provider
Beware of fake reviews
Misleading advertising
Reviews from verified purchases
Small gifts for ratings and feedback
Honest perspective of evaluation
Integrate influencers for your rating
Conclusion
Reviews when shopping online
Online shopping is all about trust. After all, the goods cannot be examined directly and you have to trust the information provided by the seller. Therefore, the opinions of other customers who have already bought a similar product or service are particularly valuable. After all, you want to get the promised goods on time for your money. Negative reviews therefore always have the potential to ruin a purchase within a few moments. Since everyone wants to earn money online as quickly as possible , the idea of ​​buying opinions is obvious.

Evaluation of the online shop
Find a provider
To do this, you simply use the search engine Google and look for a suitable provider. However, there are not only sites that offer positive Google reviews. Amazon ratings and reviews of other platforms can also be purchased with the necessary change. You can quickly pay a few hundred euros to get customer feedback about your product or service month after month.

Rating Google
Beware of fake reviews
However, you have to be careful when buying reviews. For example, by choosing a provider who does not sell “fake” reviews. It is much more important to find someone who has a large number of verified members who have certainly already shopped at their own company. It is also important that they check whether the reviewers actually bought a product or service from their own company. This is the only way to buy reviews legally, as they are the objective opinions of real people. These are only found by a provider and redirected directly to the customer portal.

Rating fake
Misleading advertising
If this is not the case and you buy and publish manipulated reviews, regardless of whether it is on Amazon, Google or your own shop, it is misleading advertising. Thus, there may be a violation of the law against unfair competition, or UWG for short. Specifically, it concerns § 5 Abs. 1 Nr. 1 UWG. Because in such a case the entrepreneur makes “untrue and deceptive information”. This creates an exaggerated or distorted image for the consumer of a product or service that has nothing to do with reality. In this respect, the consumer who assumes the authenticity of the review is deceived or at least misled.

The temptation to simply buy any reviews is of course great. Because this can be used to convince an interested buyer more quickly in the purchase project. In addition, there is the effect that a distorted picture emerges from the exclusively positive evaluators, so that it is assumed that the product or service must be “really” good. Of course, the surprise only arises when what has been ordered is delivered. Woe to him who then has to take the angry buyer in customer service.

In the past, the large marketplaces in particular have struggled with increasing distrust. Because purchased reviews are always an issue and so it is not only Amazon and eBay who want to sift them out more.

Assessment law
Reviews from verified purchases
There is definitely the possibility of getting real reviews completely free of charge. This may be more complex and tedious compared to verified buyers whose reviews are bought, but it is free. The magic word in this regard is “questions”. Anyone who asks their customers to write feedback will receive a lot of nice feedback from satisfied customers. Ultimately, the more convinced a customer is, the more likely it is that they will leave a review. The whole thing can also be simplified by directly sending the buyer a link to evaluate their own company. The time required for this is a few minutes.

Rating verified purchase
Small gifts for ratings and feedback
Some people combine the request for feedback with a small gift. So the bill comes with a piece of candy that is sent as “reparation” for the effort involved in an evaluation. Or, on the penultimate day, a wellness hotel puts something special in the room for the guest, stating that the hotel would be happy to receive feedback. Primarily, these small gestures make the person concerned feel cared for. On the other hand, however, the “guilty conscience” is played directly. After all, you have already received something for which no consideration has yet been given. This then gives rise to the view that something is still owed, and so a rating is written.

If you want to implement this in your own company, you should ask yourself whether this or a similar approach makes sense at all. It is important to always be creative. Begging or forcing is counterproductive!

Evaluation gift
Honest perspective of evaluation
In general, it should be noted that individual customer ratings can do a lot. However, they basically say nothing about your own company, product or service – at least if only one source is consulted. In order to be able to draw conclusions and to get an honest perspective, it is necessary to check the reviews and things or services offered on other portals and profiles. In order for the reviews, purchases or acquisitions to work out, you need to think outside the box. And besides Amazon, Google and Co. there are a lot of others like Jameda, Kununu, Facebook or Trusted Shops.

Rating stars
Integrate influencers for your rating
If you start as a start-up and simply haven’t been able to capture any real customer voices, you can rely on the right content marketing or influencer marketing. With the latter, you look for an influencer who you can integrate into the market launch, for example, and who advertise the product provided free of charge on your social media channels. If the follower community is large enough, some of them visit the shop and then buy the service or products offered.
So there are many ways to get there.

Evaluation of social media
Conclusion
Evaluation conclusion
Which one you decide on is of course up to you. The only important thing is to remain honest and not to “fake” reviews. Because that certainly leads to problems and is of little help in convincing customers in the long term.

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