FTC Guidelines for Reviews: G2’s Take on Improving Trust & Transparency

As the Chief Item Officer at G2, I reside and breathe the world of peer assessments.

And, we have a ton of them in the G2 market as of right now – nearly 1.9 million – all concentrated on B2B software program. But I have had this passion even right before coming to G2, as I formerly led product administration at PowerReviews, a ratings and critiques expert supporting models and suppliers do additional with consumer-generated content (UGC). 

My expertise in equally the B2B and B2C worlds of assessments has allowed me to have a deep appreciation for not just the energy of tapping into the voice of genuine end users, but also in carrying out this authentically and ethically

When evaluations are untrustworthy, the shopper loses

Shopper and small business potential buyers alike depend on peer reviews to notify their buying choices, whether that is for a resort space, a pair of denims, a restaurant, or a  piece of software package.

As overview platforms and brand names that acquire, average, and publish opinions, we all have a responsibility to guarantee that people testimonials are dependable and consultant of the merchandise and products and services.

And while I don’t believe that this is generally accomplished intentionally, this duty has not constantly been upheld by some. Policies get damaged, and in other cases, there are loopholes to those procedures. I view this as an prospect for the assessments landscape as a entire to do improved, be a lot more clear, and assure the have confidence in of those people customers globally who depend on reviews.

FTC rules for critique selection, moderation, and publishing

As a significant action ahead to enable increase the testimonials landscape, the Federal Trade Fee (FTC) posted an expanded set of recommendations this year. In parallel, it also brought lawsuits in opposition to various diverse corporations for not complying with prior rules, exhibiting the gravity and seriousness of the assessments business enterprise. 

New FTC suggestions bring greater trust and transparency to the evaluations ecosystem, when adopted

At G2, we have generally believed this is the right issue to do, and we are happy that the FTC guidelines now give the conclude user the transparency they so deserve. We acquire this responsibility of being the major and most trustworthy program marketplace really seriously and persuade the two other evaluate internet sites and enterprises detailed in them to do the exact same.

This isn’t just to avoid a lawsuit, but to stay dedicated to improving upon the testimonials room overall – expanding transparency, have confidence in, and authenticity. 

G2 evaluation moderation

In our endeavours to place our marketplace at the greatest rank for authenticity, we discourage and will get rid of assessments that are: 


  1. Segmented and submitted via a practice that solicits completely from substantial NPS raters or individuals who are predicted to leave favourable assessments only
  2. Awarded an incentive with the ailment of the evaluations becoming constructive types
  3. Not tagged with our Incentivized Assessment mark when solicited as this sort of
  4. Fake or suspicious from a non-user or non-consumer of the merchandise

Most effective tactics to ensure compliance and integrity at all phases of the assessment course of action

So, if you are any stakeholder in the critiques ecosystem – including marketplaces and personal manufacturers/suppliers – what can you do to do your aspect?

To start, you can study the most up-to-date products from the FTC and reference them regularly anytime you are doubtful about one thing: 

From G2’s standpoint, the subsequent ideal methods are important alongside all phases of the G2 critique approach – from collection to moderation and publishing. Be sure to take note this is not an exhaustive checklist, but does mirror suggestions for the situations we most frequently see creating confusion or issue.     

1. Critique selection: Be considerate about in which, how, & who you request for purchaser testimonials

Of system, don’t only request your good friends for assessments – but it’s a whole lot additional nuanced than that. When identifying who to access out to, pull lists that are consultant of your buyer base.

You can pull field segments, but not deliberately pull lists that are additional probable to offer far more constructive assessments. For instance, really don’t only request assessments from prospects who just renewed with you, considering that that’s a biased section of users who are likely content given that they just resigned their contract.

When you are achieving out to request evaluations, guarantee your concept does not contain language that could be perceived as requesting only positive, 5-star testimonials.

You can incentivize opinions, but that simply cannot be conditional on a good critique. There is normally a misconception that incentives bias individuals. Even so, this is not real if you are carrying out it accurately. When presenting an incentivized overview, you are incenting their time for an sincere evaluate.

For instance, a G2 variety could choose somebody in between 7-20 minutes to full. We want somebody who takes this critically and is thoughtful, sharing their detailed viewpoint. 

A further way to be more considerate with collections is to acquire where by you know your total foundation of end users is, these as amassing in-application. By G2 integrations with Pendo or Medallia, you are able to solicit evaluations from buyers when they are active in-application, earning them good candidates for a evaluate (as opposed to end users sometimes logging in). If you’re seeking to leverage occasion-dependent triggers, glimpse to minimize bias there as perfectly.

Suggestion: Sclose a assessment ask for after every NPS submission, but really do not trigger a critique ask for only to consumers who report superior net promoter scores (NPS).


With G2’s in-application integration with Delighted, we truly block people from only inquiring for assessments from superior NPS, so the integration is 100% compliant.

2. Evaluation moderation: Use rigorous, impartial verification to ascertain which assessments are printed

Superior critique moderation arrives from a combination of human and automation. This is vital to creating sure reviewers are genuine end users. At G2, we have a rigorous verification process, wherever we leverage user company e-mails, LinkedIn profiles, and even ask for pictures of the software to validate a reviewer is an genuine consumer.  

In the course of moderation, manufacturers and evaluation platforms need to be unbiased with their decision to reject or settle for testimonials. Consumers should have assurance that the testimonials revealed are from true end users and that no authentic reviews are staying withheld (because they are essential, or for any other motive). 

A different misconception out there is about destructive testimonials. We’ve seen that makes and solutions are actually considered as much more trusted when they have some adverse reviews, as extensive as they interact with reviewers and answer to them. It appears to be inauthentic when there are ONLY 5-star critiques with no criticism at all.

In some scenarios, the unfavorable critiques may not even apply to the consumer reading it, but it is handy to see the honest comments from other folks. A Northwestern University analyze has even uncovered that products with an average star score in the 4.7 – 5. array are considerably less very likely to be acquired than these in the 4.2 – 4.7 variety.

3. Overview publishing: Offer clear particulars on the selection procedure. 

The moment a evaluation passes the sniff exam, the difficult work is not still done. Publishing reviews is one more critical stage in the procedure.

This is an opportunity to be as transparent as feasible with any applicable disclosures. For case in point, we normally see the remark accompanying a evaluation that says a little something like  “this overview was collected as aspect of a promotion” to denote the incentivized component of it. 

At G2, we have explicitly extra an “Incentivized” tag to all incentivized assessments to make that far more distinguished. Another ideal observe for our sellers is to let us know when they manually incentivize on their very own and not by means of G2, mainly because we can go in and insert the tag for them to make certain the opinions on our site remain compliant and up to date.

Due to the fact the evaluate publishing approach is yours to own, being clear with how it’s carried out will assist not just follow FTC recommendations, but it will also give your consumers the peace of intellect that what they see is the serious offer. 


In a earth in which shopper voice is turning out to be significantly highly effective, the techniques you use to instill trust with recent and long term consumers are really vital.

It is time to be extra thoughtful than you ever have been ahead of. Belief is like a mirror: the moment it’s damaged, it’s hard to seem at it the exact ever all over again. 

Even if you on your own are not collecting, moderating, or publishing reviews, you may perhaps be a stakeholder in deciding upon a overview or status administration platform. Be positive to question sellers about their critique procedures.

And if you’re a G2 customer, inquire your CSM to position you to our Neighborhood Rules which are, of study course, compliant with FTC’s rules and are instrumental in upholding have confidence in and transparency with your buyers. 

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