fbpx

SOCIAL MEDIA

Facebook takes legal action against company over fake reviews

By our News Team | 2022

Business would create fictitious reviews and feedback for its clients in an effort to falsely increase their Customer Feedback Score.

Meta, the company that owns Facebook, has filed a lawsuit in the US state of California over the use of fake reviews on the social media platform. It is targeting one fake review seller who, it claims, had tried to manipulate Facebook’s systems to the benefit its customers.

The company confirmed in a statement that the action is being brought against Chad Taylor Cowan, who has been operating a business known as Customer Feedback Score Solutions, which specialised in provided fake reviews and feedback for businesses, with the intention of artificially increasing their Facebook Customer Feedback Score.

A user of Cowan’s services would be aiming to attract more customers through the fake positive reviews, and also to avoid any enforcement measures that Facebook may take against a business that receives frequent negative feedback. Such measures could include ad restrictions, financial penalties, or the disabling of accounts.

Social Media

Photo by Greenwish from Pexels

According to Meta, its action is part of ongoing efforts to protect against and deter e-commerce abuse. Cowan’s actions, it said, were a breach of the social media platform’s terms.

Sought to evade Meta’s penalties for ongoing negative feedback

“Operating as Customer Feedback Score Solutions and using the website cfs.solutions, Cowan provided fake reviews and feedback for businesses to artificially increase the Facebook Customer Feedback Score and evade Meta’s detection and enforcement against misleading ads,” Meta explained.

It said it analysed feedback from users “on an ongoing basis to understand people’s experiences on our technologies. As a part of this work, some people receive surveys after clicking on ads to help understand whether the quality of the product they purchased met their expectations, the shipping was timely, and to learn more about their customer service experience”. 

In this particular case, in exchange for payment, Cowan used a network of fraudulent and hired Facebook user accounts to provide fake customer reviews to artificially increase Customer Feedback Scores, drown out and minimise negative reviews, and avoid Facebook’s enforcement, Meta stated.

“This is also a direct violation of Meta’s TermsAdvertising and Page Policies, as well as California law.”

Marketing Spend

Marketing Spend

The knee-jerk reaction in a recessionary environment is to reduce spending on marketing. But study finds it’s detrimental in the longer term.

Read More »
Market Insights

Market Insights

Consultancy says it aims to get beyond the tactical and generalist research to drive more impact and business transformation.

Read More »
Personal Branding

Personal Branding

He made Tesla a household name. But a tangled private life, provocative comments and the Twitter no-deal may be taking a toll on the brand.

Read More »
Brand Values

Brand Values

MTN surges up the Kantar BrandZ ranking to take the No.1 spot for the first time as South Africa’s most valuable brand.

Read More »
Shopping Trends

Shopping Trends

Easy online shopping is leading to overconsumption. Encouraging a stronger movement to buying pre-loved goods is therefore vital.

Read More »
Consumer Outlook

Consumer Outlook

New polling by Ipsos across 28 countries finds that in many markets the public expect recent cost of living pressures to continue.

Read More »
Marketing Ethics

Marketing Ethics

Research by Australian academics shows how companies are using the growing TikTok platform to push unhealthy eating amongst kids.

Read More »