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CMA issues guidance on online reviews and endorsements

The Competition and Markets Authority has issued a report containing guidance on using online reviews and endorsements in compliance with consumer protection legislation.

16/07/2015

The report finds that certain practices mislead consumers and are likely to be in breach of consumer law and advertising regulation, citing a number of such practices, including: the use of fake and incentivised reviews, the suppression of genuine negative reviews, and the failure to disclose or provide adequate disclosure that content has been paid for or that it is sponsored.

The report is particularly significant considering the ASA adjudications regarding Mondelez's Oreos vlogging promotion and P&G's Beauty Recommended YouTube channel, both of which concern the transparency of marketing communications contained in vlogs.”

Read the full IPA Legal Alert here.

Last updated 16/07/2015


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