PETALING JAYA: A freebie for a quick review or rating may seem like a harmless perk, but consumer advocates are of the view that this could jeopardise what should be honest feedback.
The Federation of Malaysian Consumers Associations (Fomca) views the growing practice with caution, noting that it touches on a fundamental consumer right – the ability to access information that is accurate and not misleading.
“While it may appear minor, the introduction of incentives can compromise the authenticity of consumer feedback, whether intentionally or not,” said its vice-president Datuk Indrani Thuraisingham.
Even when businesses do not explicitly request positive comments, she said such practices can still be misleading.
“Incentivised reviews may create a bias effect, where consumers feel obliged, consciously or subconsciously, to leave favourable feedback.
“This can result in a distorted representation of actual consumer experience, particularly when other users are not aware that a review was written in exchange for a benefit,” she said in an interview.
Over time, this may erode trust in online platforms and disadvantage businesses that rely on genuine reviews.
“If consumers begin to suspect that ratings are influenced by rewards rather than real experiences, the credibility of these platforms declines,” she added.
Indrani also stressed the importance of transparency, calling for clear disclosure whenever incentives are involved.
“Consumers have the right to know if a review was written in exchange for a benefit,” she said.
In Malaysia, she said the issue remains a regulatory grey area, although existing laws may still apply.
Provisions under the Consumer Protection Act prohibit misleading or deceptive conduct, while broader guidelines in digital content codes emphasise the need for truthful and non-misleading information.
However, specific rules governing online reviews are still evolving.
“Fomca has called for clearer guidelines, including mandatory disclosure of incentivised reviews, stronger platform accountability, and greater consumer aware-ness.
“Transparency must remain a priority.
“As online reviews increasingly shape consumer decisions, maintaining integrity is essential to preserving trust in the digital marketplace,” Indrani said.
