Reviews are omnipresent online. Products, businesses, movies, entire cities—just about anything you can think of is tied to a 5-star aggregate somewhere online. But have you ever questioned the authenticity of these reviews?
A glowing review can boost a business’s credibility, while a negative one can drive customers away. But with the rise of fake reviews—whether artificially generated or bought—many people are left wondering if they can trust what they read online.
That’s why the Federal Trade Commission (FTC) recently introduced new rules aimed at combating deceptive practices in online reviews. These regulations, which include bans on fake reviews, undisclosed incentives, and the suppression of negative feedback, are designed to protect consumers and ensure that businesses operate transparently and honestly.
For law firms in particular, where reputation and trust are everything, the stakes are high. In this post, we’ll explore what these new rules mean for the legal industry and how firms can ensure compliance.
What Are the New FTC Rules for Reviews?
Online reviews are among the most influential factors driving consumer decisions, especially when it comes to choosing a professional service like a law firm. Positive reviews serve as a form of social proof, building trust and drawing potential clients to your website. But an increase in deceptive practices, including fake reviews, incentivized testimonials, and inflated metrics, has cast a shadow over the credibility of online feedback.
This is particularly problematic in the legal industry, where clients rely on reviews to gauge firms’ trustworthiness and success rate. Misleading reviews can unfairly skew public perception, resulting in clients making poorly informed decisions.
To address this growing concern, the FTC has issued new regulations that crack down on deceptive online reviews.
These rules are designed to foster transparency, protect consumers from being misled, and ensure that businesses—including law firms—are held to higher ethical standards. Non-compliance with these regulations can result in substantial financial penalties and a damaged reputation.
Here’s a breakdown of the key provisions in these new rules:
- Banning Fake Reviews: It is now illegal to post, buy, or sell reviews that misrepresent a reviewer’s identity or experience. This applies to reviews created by AI, insiders, or third-party providers paid to generate deceptive feedback.
- No Incentivized Reviews: Businesses are prohibited from offering compensation in exchange for positive or specific types of reviews. This ensures all feedback reflects genuine client experiences.
- Mandatory Disclosure: Any review for a law firm submitted by someone with a material connection to that firm, including employees and close associates, must clearly disclose that relationship in their review.
- Suppression of Negative Feedback: The FTC’s rules prohibit firms from using intimidation tactics, legal threats, or other means to suppress negative reviews. Both positive and negative feedback must be allowed to remain visible unless it meets specific criteria for removal (e.g., defamatory or fraudulent content).
- Fake Social Media Engagement: In addition to reviews, the FTC has also cracked down on artificially boosting social media popularity. Law firms are now prohibited from purchasing fake likes, followers, or views to inflate their social media influence.
These rules will go into effect on Oct. 21, 2024. Breaking these rules will potentially result in hefty fines of up to $51,744 per violation.
For law firms, adhering to these rules is more than just a legal requirement—it’s essential for maintaining a reputation of integrity and trust. Potential clients rely heavily on reviews to evaluate which firm they want to handle their case, and transparency is key to building that relationship.
For cj Clients, There’s Nothing to Worry About
At cj Advertising, our focus has always been on ethical and transparent marketing strategies, and the new FTC rules align perfectly with our values. We’ve never advocated for the use of fake reviews, artificial likes, or any deceptive tactics to bolster a law firm’s online presence.
Instead, we’ve built our clients’ reputations on authenticity by leveraging genuine client testimonials, earned media, and community engagement to drive real results. We’re happy to say that these new FTC rules simply reinforce the principles we’ve been practicing for years.
So for our clients, there’s no need for concern. Not only do we help you maintain your firm’s public-facing integrity, but we also ensure that your marketing practices are built for long-term success. If you have questions or concerns about these new rules, or if you simply want to talk new strategies when it comes to reviews for your firm, reach out to your cj Brand Strategist today.
