Dive Brief:
- Bazaarvoice, a business-to-business player that provides ratings and review services for retailers, hopes to combat fake reviews with its "trustmark"for authentic reviews.
- In a world where so many reviews are fake, the trustmark would serve as a way to show readers a review had been verified by a third party.
- Bazaarvoice is using both robotic and human means to vet reviews and hopes to get the word out using promoted tweets with the hashtag #EndFakeReviews.
Dive Insight:
Fake reviews have ruined what was a great way for brands to shine and consumers to learn about products. Bazaarvoice's idea of a third-party verified seal is one creative solution to the problem. It's hard to track fake reviews, but if review readers had a seal to look for, it would be easier to know which reviews to trust. Brands would benefit again from their positive reviews.
