Dutch regulator wants more transparency on online reviews

The Netherlands Authority for Consumer and Market (ACM) advocates for more transparency on reviews for products and services offered online though a preliminary investigation has found no evidence of structural mistakes, the regulator announced on Thursday.

More and more consumers look at other people's findings before buying online. "The importance of online reviews for businesses and consumers increases, therefore the importance of reliability and transparency," said ACM director Bernadette van Buchem.

The ACM said that its preliminary investigation found that many companies or consumers write online reviews for reward. "These reviews are in fact advertisements. It is allowed but must be recognizable," said the regulator in its press release. "Some providers should be clearer in this regard."

"We give tips and information to companies on how to keep up with the rules. We assume that they will get started with this. If not, we may intervene," said Van Buchem.

The regulator that ensures fair competition between businesses and protects consumer interests reported that consumers largely make use of online reviews, primarily in electronics, hotels and restaurants.

Companies have the responsibility to ensure a balanced and fair view of reviews, the regulator instructed. It urged companies to inform about how reviews are collected and displayed, treat positive and negative reviews as much as possible, post reviews as soon as possible and stay transparent about the story behind, such as the reviewer tested the product for free, received a reward for writing the review, or the review has been adjusted by the company, etc. Endit