Bogus info is the main problem with online consumer sites

Published on Sunday 24 February 2008 20:52

CARRYING out some research before a shopping expedition or hiring a tradesman used to mean thumbing through the Yellow Pages or asking a friend for a recommendation.

But today, many consumers go online to fight their way through a bewildering array of opinions and experiences.

The past five years have seen an explosion in the number of consumer review websites, where shoppers can post feedback about their purchases, or name and shame dodgy plumbers.

But the anonymity of the internet means web surfers must use their instinct to judge whether the reviews are genuinely instructive or if they come from business owners masquerading as satisfied customers. Most search engines have no ability to discern between a balanced appraisal and a hot-headed rant.

One such review website launches in Scotland this month, founded by entrepreneurs who became frustrated by the long delays and high cost of getting their own previous business listed in the big directories. The Brownbook ( www.brownbook.net) aims to help consumers in Edinburgh find reputable local businesses. Anyone can update the information in it and anyone can review any business.

Businesses can add photographs, videos, marketing information and links to their own websites. For companies that want to expand their reach, the Brownbook allows them to develop a national presence, from “a beachhead of local customer reviews”.

Jerry Brown, one of the founders of the Brownbook, said: “Just as in any other area of life, you use your judgment about the credibility of reviews. When Wikipedia started everyone said ‘that will never work, it will constantly be vandalised’, but the vast majority of it works without a problem because more people do good than bad.

“We wanted to make it easy for businesses to get registered. It doesn’t cost anything to get listed and businesses don’t have to jump through hoops to get listed.”

One site whose contributors are completely traceable is the fast-growing “Which? Local” directory. Although it is available only to members of Which? – where annual subscription to the association, its magazine and a whole package of other benefits costs from 70 – the recommendations are solely from other members. “We’ve already got more than 10,000 recommendations, and were are getting more than 600 new additions a month,” said Pete Tynan, product manager of Which? Local. “The great advantage is that you have a much better idea of where the recommendations are coming from. We have had one or two people caught out posting about their own business but it is nothing like the number you would find on sites where anyone can post anything.”

In print media, adverts that resemble newspaper columns have to be clearly marked “advertisement”, but online, viral marketing campaigns involving armies of supposedly satisfied customers have started to blur alarmingly into straightforward consumer deception.

EU legislators have moved to tackle this problem and, as of 1 January this year, this kind of activity may lead to legal action. In the meantime, specialist websites and magazines remain the most reliable source of comparisons and product reviews.

Among the other types of consumer directory making an appearance is London-based Unchained, which aims to “tap into the zeitgeist” for supporting local, independent shows rather than large chains.

The site was created by Lea Simpson, Dave Birss and Pedro Garcia, who all worked in the advertising industry. “There seemed to be a strong desire amongst consumers to shop at independent, unique shops but they either just didn’t know where they were or, when they did come across them, they didn’t know if the shops were any good,” explained Lea. “The big chains have a brand and presence on the high street that people are familiar with. That’s why shoppers keep going back to them no matter how much they actually love independent shops.

“The Unchained brand is a bit like a stamp of approval. Shoppers can find unique, independent, Unchained shops on our site, (where they can also create shopping trips and keep a list of favourites) and when they’re out shopping and see an Unchained logo in a shop window they know that shop is one of the best, independent shops in the city.”

The site hopes to expand to New York and then also to other parts of Britain. “Unchained is honoured to have had such amazing support from shops and shoppers and will soon be launching Unchained in New York and other cities and places around the world,” she added.

Speaking about the Brownbook, Mr Brown said: “We’re launching in Edinburgh with 17,745 businesses of every type already listed.

“Any business owner can find their listing or add it instantly for free, and they can immediately add additional contact and marketing information to help potential customers find and contact them, bringing them more quality inquiries. The service is free to use for consumers and for businesses. Regular users can optionally register with the site, which lets them build their user profile, keep a record of all their reviews and updates, create a list of their favourite local businesses, and show a picture of themselves to accompany their reviews.”

Business owners can get instant alerts of any reviews or updates to their listing by claiming their listing for 5 a year, and those that want to promote their business listing with marketing information, photos and videos can do so by choosing from a range of promotions, which are 1 each for a year.