Reevoo, the social commerce company, has drawn up a manifesto, backed by 140 retailers and brands, accompanied by a 'Reevoo Mark' verification symbol to sit in review boxes, signifying to users that they are legitimate.
User-generated review sites have come under fire in recent years over complaints that they include fake or paid-for reviews, and that moderators cherry-pick and show only good reviews.
Among the manifesto’s six guarantees are that all reviews are genuine, come from verified purchasers of the product, include good and bad reviews, and are not paid for.
Reevoo claimed the manifesto is complaint with the Advertising Standards Authority’s new guidelines covering user-generated content online.
Edward Davy, the consumer minister, has welcomed the initiative, which follows the publication of a Government report in April this year on consumer empowerment, which highlighted the importance of feedback and review schemes.
Other brands backing the scheme include Sharp Electronics, Toshiba, Jessops, Dixons.co.uk and Best Buy.
Reevoo said the manifesto and mark would not only protect consumers, but also its partners’ reputations from being damaged by association with misleading review sites.