The FTC wants the tech world to know that there is no room for fake online reviews.
The use of AI technology has given rise to a growing number of deepfakes that promote brands in the US. Everything seems so real and it’s the buyer who loses in the end, falling into the trap of a fake online review.
This is why the FTC just finalized a new set of rules that bars companies from buying and selling reviews. Whether it’s positive or negative, or any employee pretending to be a client, it won’t be allowed. Furthermore, anyone caught doing so will be penalized.
These new restrictions also entail threats to disguise bad reviews or hack into the accounts of social media users. Their end goal is to get more sales and revenue without realizing that fake marketing is being used here.
Anyone who opts to set up a website with fake positive reviews will also be barred from doing so. The FTC says it’s about time criminals were brought to justice who waste people’s money and time. Similarly, they’re corrupting the market and hindering competitors from playing fairly.
With the FTC taking charge, many hope deceptive ads will come to an ad so only fair play in the market is promoted.
These rules also enable the FTC to attain civil penalties for any violation. The maximal limit hit $51,744 for any violation noted. Local courts do have the power to reduce that further, depending on the severity or extent of crime committed.
Such laws were necessary as without any kind of penalization, a lot of things were being done without any checks and balances. Now, brands will think twice before playing with people’s sentiments and hard-earned cash. Do you agree?
Image: DIW-Aigen
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