US agency announces final rule to fight fake reviews, testimonials

By Ovunc Kutlu

ISTANBUL (AA) - The US Federal Trade Commission (FTC) announced a final rule Wednesday to fight fake reviews and testimonials by prohibiting their sale or purchase.

The rule will allow the agency to strengthen enforcement, seek civil penalties against violators, and deter artificial intelligence (AI) generated fake reviews.

"Fake reviews not only waste people’s time and money but also pollute the marketplace and divert business away from honest competitors," FTC Chair Lina M. Khan said in a statement.

"By strengthening the FTC’s toolkit to fight deceptive advertising, the final rule will protect Americans from getting cheated, put businesses that unlawfully game the system on notice, and promote markets that are fair, honest and competitive," she added.

The final rule prohibits fake or false consumer reviews, consumer testimonials and celebrity testimonials, buying positive or negative reviews, insider reviews and consumer testimonials, company-controlled review websites, and the misuse of fake social media indicators.

It will, in addition, prohibit a business from using unfounded or groundless legal threats, physical threats, intimidation, or certain false public accusations to prevent or remove a negative consumer review.