Feefo, the world’s largest verified buyer reviews platform, joins forces with the Bathroom Manufacturers Association (BMA) as its latest affiliate member.

As fake buyer reviews proliferate on websites globally, Feefo’s invite-only approach ensures verified customers leave feedback, resulting in reliable, fake-free reviews. Founded in 2010, they work globally with over 6,000 brands to collect reliable and informative reviews for customers and clients alike.

The scourge of fake online reviews has been highlighted recently with research and analysis from the Department for Business and Trade. They found that at least 10% of all product reviews on third-party e-commerce platforms are likely to be fake, and the presence of well-written “subtle” fake reviews leads to a statistically significant increase in the proportion of consumers buying the product with these fake reviews.

Feefo’s bespoke artificial intelligence, business insight, review software and compliance solutions help increase client sales, reduce churn and ensure customers can depend on honest and open feedback.

Tom Reynolds, Chief Executive of the BMA, said: “It’s a perfect time to welcome Feefo to the BMA, and we hope our affiliation will encourage members to consider their platform.

“We argue for a level playing field in our industry, where our members’ innovative and high-quality products stand out against the many non-compliant and poorly constructed products in the marketplace. From the latest government research, we can be confident that consumers are often duped into buying cheap and inferior products without guarantees based on fake reviews. Therefore, honest and verified reviews are a step in the right direction.

“We also welcome the introduction of the UK Government's new Digital Markets, Competition and Consumer Bill, where the buying, selling or hosting fake reviews will become illegal. We hope this levels out the playing field and ensures consumers in our sector can make trusted choices.”

Kerry Leighton-Bailey, Chief Product and Marketing Officer said: “We’re delighted to be working with the BMA to bring the power of Feefo’s verified reviews platform and Sustainability Awareness Solution to its members.

“With 81% of people saying they need to trust a brand before considering buying from it, verified reviews build and cement that trust. The insights these reviews provide also help clients develop their business strategies to deliver what customers really want.

“Feefo’s Sustainability Awareness Solution lets business prove their ESG story too. Giving another great way to stand out from the competition, attract new customers, and build loyalty.”