How Sports Direct blocks bad reviews on the web
A RETAIL chain blocked negative reviews of products on its website in an apparent attempt to boost sales.
Sports Direct cherry-picked positive comments made by customers, a practice consumer groups said was misleading and illegal.
The firm weeds out even the mildest criticism, a Daily Mail investigation has found. One reviewer said of a £10 Lee Cooper zip jumper: ‘The quality wasn’t as good as I had hoped.’
This assessment was removed without proper explanation.
Instead the reviewer was sent an email saying: ‘Please note that all reviews must apply to the specific product in question and any comments containing inappropriate or bad language will be removed.’
Shoppers who want to review clothing and equipment must submit their comments for approval by a modera- tor on the Sports Direct website. The moderator replies to say whether the review will be used.
But out of 15 submitted by the Mail for publication online, only two made it through the vetting process. Both were positive comments.
In another example of the firm rejecting negative remarks, it blocked a review of a pair of £29.99 Adidas Goletto trainers, which read: ‘These trainers were not as comfortable as my last pair. Rubbed at the back.’
However, a moderator approved a positive review for a swimming costume, which read: ‘Bought this a couple of months ago and it’s brilliant. Real bargain buy and great quality. Thanks Sports Direct.’
The same moderator gave the green light to a glowing review of a pair of Firetrap Rhino boots costing £26. It read: ‘I bought this item for my son – it was just what we wanted and the price was great. I highly recommend it.’
If retailers distort online reviews they are in breach of rules contained in the Consumer Protection from Unfair Trading Regulations 2008 as well as advertising codes.
A spokesman for the Advertising Standards Authority said that deleting negative customer reviews and posting only positive ones might be in breach of the rules.
He added: ‘Crucially it could also be illegal. Businesses should think very carefully about cherry-picking customer feedback that paints them in a good light.’
The Competition and Markets Authority also says sites that do not publish all reviews may be in breach of the law. Nisha Arora, a senior director of consumer enforcement at the regulator, said: ‘We will take enforcement action where necessary to tackle unlawful practices.’
UK consumers spend an estimated £23billion a year that could be influenced by online reviews, the CMA has calculated. Research shows that shoppers often trust online comments and use them as a key source of information before making purchases.
In June the CMA launched an investigation into the abuse of website reviews. It said at the time: ‘We are concerned that... consumers looking at these review sites are getting a less complete picture of what reviewers have said about a business.’
A spokesman for the consumer group Which? said online reviews should be genuine and unbiased.
A Sports Direct spokesman said: ‘In response to recent CMA guidelines Sports Direct will continue the process of r eviewing and adapting its procedures.
‘Sports Direct is totally focused on providing the best brands at the best prices across the broadest ranges to millions of customers.’
The company, which is controlled by billionaire tycoon Mike Ashley, has been rebuked by unions and MPs over its business practices, including high pay for executives and alleged poor treatment of staff.
‘Paints them in
a good light’