The power of online reviews - New ACCC Guidelines Available

Online reviews are now the second most trusted form of marketing, only behind word-of-mouth recommendations from family and friends.

From December 5, 2013, 6:18 pm Neil Doorley Today Tonight

Businesses and individuals have never been more vulnerable to negative or fake comments thanks to online review sites.

Studies reveal that as many as one in three online reviews could be fake .

Tom Godfrey from consumer group Choice says big review websites are largely doing nothing to monitor fake reviews in Australia.

"This is the great unknown, and until there is a crackdown, we're going to see more and more fake reviews on the market," Mr Godfrey said.

The problem of fake reviews is now so widespread that the Australian Competition and Consumer Commission has made its priority tracking down those responsible for the online attacks.

The consumer watchdog warns that offenders face fines of up to $220,000 and that amount can increase to more than a million dollars for companies.

For more information:

Further information on managing online reviews is available at www.accc.gov.au

Online reviews: a guide for business and review platforms is available at www.accc.gov.au/publications