Slashdot Mirror
E-commerce Sites Edit Customer Reviews
Carl Bialik from the WSJ writes "Online retailers have a wide range of approaches to customer product reviews, with some struggling to balance candor with the desire to sell product. The Wall Street Journal Online has an overview of sites' policies. Newegg 'says it has a team of eight people who monitor reviews and reject submissions if they are too vague, mention competitors or criticize a brand without specific product insight, among other reasons. From July 1 to Aug. 2, the site received 18,188 reviews and rejected 15% of them, according to a Newegg spokesman.' Meanwhile, Overstock recently changed its policy: 'The Web retailer had been relying on its merchandising group -- the employees responsible for deciding which products to sell on the site -- to monitor reviews submitted by customers, but found that the group tended to approve only positive reviews. In January, the Salt Lake City-based company changed the monitoring responsibilities to its marketing team. The company now says it posts both positive and negative comments, as long as they are constructive.'"
Every review is a rave, and even the worst products have an average of three out of five stars (or golden eggs or whatever, it doesn't matter).
That said, Newegg is a great place, but just know what you're buying before you go there; don't pay too much attention to the reviews.
I've upped my standards, so up yours.
False advertising is illegal. There are laws regarding what types of claims you can make, and how much you have to back them up. You can say "our product is great" but you cannot say "the President loves our product" (unless of course he publicly said that, or you've arranged a contract with him, etc.). Similarly, you couldn't say "we have conducted an independant scientific survey, and determined that 99% of people love our product" if that isn't true. Of course there are cases where companies commision "independant" reviews, or distort stats to their favor. But laws exist to constrain advertising, and prevent out-and-out lying.
... that would be misleading. Similarly, you cannot label them as "user reviews" if they have been edited.
When it comes to online user reviews, the situation gets a bit sticky. The reviews are hosted on the company's site... but something that claims to be "user reviews" implicitly indicates that these are the comments from all the users who cared to enter a comment. To modify or distort the comments is to change the implicit nature of the commenting system. So the company needs to clearly state "these reviews have been filtered and edited by our staff" or else they have to let the comments stand, consistent with a reasonable person's expectation of what is meant by "user reviews." To do otherwise is to purposefully mislead the customer. You cannot say "this medication is approved by doctors" if by "doctors" you mean some English professors who have Ph.D.s
(Note: a certain amount of filtering to remove blatantly inflamatory or irrelevant reviews is of course okay, since this doesn't contradict a normal expectation of what a "user review" is.)