The way businesses are perceived among the community and online is of great importance to customers. Five star ratings and positive reviews drive business but it has come to Choice’s attention that not all of the reviews online are legitimate. In the lead up to Christmas, Choice wants the public to know that fake reviews, ratings and likes are big business.
Choice has launched a new ad campaign to bring attention to bogus reviews and fraudulent likes and ratings. The campaign commences today and features a so-called “click farm” owner named Kev and his assistant Wayne. The two run Click Kings, “you pay it, we say it”.
While the ads are humorous there is also a more serious message; that it is cheap and easy for businesses to manipulate online perceptions and consumers shouldn't be fooled. Choice spokesperson Tom Godfrey said: “It has been estimated 16% of online reviews on some sites are fake.”
Businesses posting fake negative reviews about competitors are also a problem with Choice referring to many local cases it is aware of.
The campaign will run for eight weeks across YouTube, news.com.au, Daily Motion and the Huffington Post. Watch the ad below.
For more news:
Parents call foul play on Coke's marketing to kids
Consumer watchdogs crack down on false comparisons
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Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.