Retail Remix What the FTC’s Fake Reviews Ban Means for Your UGC Strategy
This episode is brought to you by Commerce.
User-generated content (UGC) has become central to brands’ marketing and customer experience strategies over the past decade. But as social channels and trends have evolved, so too have brands’ methods for collecting, amplifying and monetizing their UGC.
In August 2024, the FTC issued a formal ban on fake reviews and testimonials — an effort designed to prevent businesses from purchasing and “growth hacking” inaccurate, malicious or misleading content. During this episode of Retail Remix, Bazaarvoice CMO Zarina Stanford digs into:
- Why new policies were needed as the social media landscape evolved and expanded;
- How some businesses monetized, even weaponized, UGC for their own gain, and what the new ruling means for this gray area of the web;
- What brands can do to comply with new guidelines, and how they need to adapt their UGC strategies moving forward; and
- The unknown ways brands could be misleading consumers with UGC, and what they can do to course correct.
RELATED LINKS
- Learn more about Bazaarvoice
- Download the company’s latest Channel Mix Study
- Get more details from Bazaarvoice’s authenticity research
- Read the article outlining the new ban on fake reviews and testimonials
- See all the latest coverage on FTC cases and rulings
- Connect with Zarina on LinkedIn
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