In the UK there has been an interesting case when Ebuyer, an online store, filtered customer reviews. The advertising Standards Authority (ASA) found that the company was omitting negative reviews for a particular product, potentially misleading consumers into buying the product. We’d hope that experienced marketers would know that “losing” bad reviews will get found out at some point, so don’t do it, no matter how tempting it might be! For more information on the subject read the report on the ASA and Ebuyer on the Marketing Law website (you will need to register to access the content).
