r Michael Schaper said. The ACCC is concerned that there is an increase in paid for and fake reviews. More consumers are now relying on reviews, and a recent Sensis Social Media Report 2013 suggests 74 per cent of social media users read online reviews before making a purchase. The publication, ‘Online reviews: a guide for business and review platforms’, follows consultation with consumer and industry representatives. “Australian consumers have more choice than ever before, however, with more options available, it is important that there is accurate and reliable information available to help consumers choose,” Schaper said. “Fake online reviews mislead consumers and hurt Australian businesses. Businesses that pay for or post fake reviews can gain an unfair advantage or damage their rivals,” Schaper said. The guidelines set out three core principles of conduct for businesses to abide by: be transparent about commercial relationships, don’t post or publish misleading reviews, and remember that omitting negative reviews can be as misleading as posting fake reviews. Penalties of up to $1.1 million are available to the Courts for misleading or deceptive conduct which breaches the Competition and Consumer Act 2010 (the Act). The ACCC has previously taken enforcement action against businesses in relation to misleading reviews and testimonials and will continue to monitor the online reviews sector for contraventions of the Act. “Fake online reviews are in breach of the Australian Consumer Law and businesses are advised not to write or commission reviews about their own business or a competitor’s business which are misleading,” Schaper said. Further information on managing online reviews is available on the ACCC website and in the publication, Online reviews: a guide for business and review platforms.