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ARTICLE · 10 APRIL 2025

Using Customer Reviews In Marketing

Losey PLLC
Explore more from Losey PLLC

Customer reviews can be a powerful marketing tool if deployed correctly.

United StatesMedia, Telecoms, IT, Entertainment
Adam Losey
Adam Losey
Ian Johnson
Ian Johnson
Margaret “Amie” Kozan
Margaret “Amie” Kozan

Customer reviews can be a powerful marketing tool if deployed correctly. The general principle of using reviews in compliance with the law can be distilled into a single concept: marketing using customer reviews should reflect feedback received from legitimate customers about their real experiences.

As a threshold matter this means that a business should only utilize reviews by real customers who have actually purchased and used the reviewed product. Though it seems obvious, this means that reviews should not be written by staff or paid for from third parties who do not actually use the products. It also means that reviews of one product should not be applied to another.

Methods of obtaining reviews should be unbiased. This means that a business should permit all customers to provide reviews, and should not only seek reviews from customers it thinks will provide positive feedback.

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