Marketing Magazine covers Igniyte’s research in CMA report

Marketing Magazine has referenced Igniyte’s Business of Reviews research in an article covering the Competition & Markets Authority (CMA) investigation report into fake reviews.

The article looks at the impact fake reviews and paid endorsements are having on businesses – especially those within the hotel and hospitality industry. It references Igniyte’s Business of Reviews research which found that over half of UK businesses have been hit by unsubstantiated online reviews in the past year.

Igniyte’s expertise was requested by the CMA for the investigation and our research was referenced in the official investigation report. Subsequently, Igniyte was invited onto BBC Breakfast to talk about the CMA’s findings.

Marketing Magazine comment that it’s not clear what action the CMA will take if it finds sites and businesses to be in breach of consumer regulations, but they did quote Nisha Arora, the Senior Director at the CMA, who said: “We are committed to ensuring that consumers’ trust in these important information tools is maintained, and will take enforcement action where necessary to tackle unlawful practices.

“We have opened an investigation into businesses that may be paying for endorsements in blogs and other online articles where the payment may not have been made clear to readers.”

Read the Marketing Magazine article in full here.