Tuesday, November 29, 2022
HomeBusinessFTC Pointers for Evaluations: G2’s Tackle Bettering Belief & Transparency

FTC Pointers for Evaluations: G2’s Tackle Bettering Belief & Transparency

Because the Chief Product Officer at G2, I reside and breathe the world of peer critiques.

And, now we have quite a lot of them within the G2 market as of right this moment – practically 1.9 million – all targeted on B2B software program. However I’ve had this ardour even earlier than coming to G2, as I beforehand led product administration at PowerReviews, a scores and critiques specialist serving to manufacturers and retailers do extra with user-generated content material (UGC). 

My expertise in each the B2B and B2C worlds of critiques has allowed me to have a deep appreciation for not simply the ability of tapping into the voice of actual customers, but in addition in doing this authentically and ethically

When critiques are untrustworthy, the client loses

Shopper and enterprise consumers alike depend on peer critiques to tell their buying choices, whether or not that’s for a resort room, a pair of denims, a restaurant, or a  piece of software program.

As evaluation platforms and types that accumulate, reasonable, and publish critiques, all of us have a duty to make sure that these critiques are dependable and consultant of the services and products.

And whereas I don’t imagine that is usually finished deliberately, this duty has not at all times been upheld by some. Guidelines get damaged, and in different instances, there are loopholes to these guidelines. I view this as a chance for the critiques panorama as a complete to do higher, be extra clear, and make sure the belief of these consumers globally who depend on critiques.

FTC tips for evaluation assortment, moderation, and publishing

As a significant step ahead to assist enhance the critiques panorama, the Federal Commerce Fee (FTC) printed an expanded set of tips this 12 months. In parallel, it additionally introduced lawsuits in opposition to a number of totally different companies for not complying with prior tips, displaying the gravity and seriousness of the critiques enterprise. 

New FTC tips carry larger belief and transparency to the critiques ecosystem, when adopted

At G2, now we have at all times believed that is the fitting factor to do, and we’re happy that the FTC tips now give the tip person the transparency they so deserve. We take this duty of being the most important and most trusted software program market very severely and encourage each different evaluation websites and companies listed in them to do the identical.

This isn’t simply to keep away from a lawsuit, however to stay dedicated to enhancing the critiques house general – rising transparency, belief, and authenticity. 

G2 evaluation moderation

In our efforts to place our market on the highest rank for authenticity, we discourage and can take away critiques which might be: 


  1. Segmented and submitted by a follow that solicits completely from excessive NPS raters or those that are anticipated to go away constructive critiques solely
  2. Awarded an incentive with the situation of the critiques being constructive ones
  3. Not tagged with our Incentivized Evaluation mark when solicited as such
  4. Faux or suspicious from a non-user or non-customer of the product

Finest practices to make sure compliance and integrity in any respect phases of the evaluation course of

So, for those who’re any stakeholder within the critiques ecosystem – together with marketplaces and particular person manufacturers/distributors – what are you able to do to do your half?

To begin, you possibly can learn the newest supplies from the FTC and reference them usually everytime you’re uncertain about one thing: 

From G2’s perspective, the next finest practices are key alongside all phases of the G2 evaluation course of – from assortment to moderation and publishing. Please word this isn’t an exhaustive listing, however does mirror ideas for the situations we most frequently see inflicting confusion or concern.     

1. Evaluation assortment: Be considerate about the place, how, & who you ask for buyer critiques

In fact, don’t solely ask your pals for critiques – nevertheless it’s much more nuanced than that. When figuring out who to achieve out to, pull lists which might be consultant of your buyer base.

You may pull business segments, however not deliberately pull lists which might be extra seemingly to supply extra constructive critiques. For instance, don’t solely request critiques from prospects who simply renewed with you, since that’s a biased phase of customers who’re seemingly joyful since they simply resigned their contract.

While you’re reaching out to request critiques, guarantee your message doesn’t embrace language that could possibly be perceived as requesting solely constructive, 5-star critiques.

You can incentivize critiques, however that can’t be conditional on a constructive evaluation. There may be usually a false impression that incentives bias individuals. Nevertheless, this isn’t true if you’re doing it appropriately. When providing an incentivized evaluation, you might be incenting their time for an sincere evaluation.

For instance, a G2 type may take somebody between 7-20 minutes to finish. We would like somebody who takes this severely and is considerate, sharing their detailed perspective. 

One other option to be extra considerate with collections is to accumulate the place you already know your full base of customers is, akin to amassing in-app. Via G2 integrations with Pendo or Medallia, you’re capable of solicit critiques from customers whereas they’re lively in-app, making them good candidates for a evaluation (versus customers sometimes logging in). Should you’re seeking to leverage event-based triggers, look to reduce bias there as properly.

Tip: Sfinish a evaluation request after each NPS submission, however don’t set off a evaluation request solely to customers who report excessive internet promoter scores (NPS).


With G2’s in-app integration with Delighted, we truly block individuals from solely asking for critiques from excessive NPS, so the mixing is 100% compliant.

2. Evaluation moderation: Use rigorous, unbiased verification to find out which critiques are printed

Good evaluation moderation comes from a mix of human and automation. That is important to ensuring reviewers are precise customers. At G2, now we have a rigorous verification course of, the place we leverage person enterprise emails, LinkedIn profiles, and even request photographs of the software program to validate a reviewer is an precise person.  

Throughout moderation, manufacturers and evaluation platforms have to be unbiased with their choice to reject or settle for critiques. Clients ought to have faith that the critiques printed are from actual customers and that no genuine critiques are being withheld (as a result of they’re important, or for some other purpose). 

One other false impression out there may be round unfavourable critiques. We’ve seen that manufacturers and merchandise are literally considered as extra reliable once they have some unfavourable critiques, so long as they interact with reviewers and reply to them. It appears inauthentic when there are ONLY five-star critiques with no criticism in any respect.

In some instances, the unfavourable critiques might not even apply to the person studying it, nevertheless it’s useful to see the sincere suggestions from others. A Northwestern College research has even discovered that merchandise with a median star score within the 4.7 – 5.0 vary are much less seemingly to be bought than these within the 4.2 – 4.7 vary.

3. Evaluation publishing: Present clear particulars on the gathering course of. 

As soon as a evaluation passes the sniff take a look at, the laborious work shouldn’t be but finished. Publishing critiques is one other necessary step within the course of.

This is a chance to be as clear as attainable with any relevant disclosures. For instance, we frequently see the remark accompanying a evaluation that claims one thing like  “this evaluation was collected as a part of a promotion” to indicate the incentivized side of it. 

At G2, now we have explicitly added an “Incentivized” tag to all incentivized critiques to make that extra distinguished. One other finest follow for our distributors is to tell us once they manually incentivize on their very own and never by G2, as a result of we will go in and add the tag for them to make sure the critiques on our website stay compliant and updated.

As a result of the evaluation publishing course of is yours to personal, being clear with the way it’s finished will assist not simply comply with FTC tips, however it’s going to additionally give your customers the peace of thoughts that what they see is the actual deal. 


In a world the place buyer voice is changing into more and more highly effective, the practices you employ to instill belief with present and future prospects are extraordinarily necessary.

It’s time to be extra considerate than you ever have been earlier than. Belief is sort of a mirror: as soon as it’s damaged, it’s tough to take a look at it the identical ever once more. 

Even for those who your self aren’t amassing, moderating, or publishing critiques, chances are you’ll be a stakeholder in deciding on a evaluation or fame administration platform. Make sure to ask distributors about their evaluation practices.

And for those who’re a G2 buyer, ask your CSM to level you to our Neighborhood Pointers that are, in fact, compliant with FTC’s tips and are instrumental in upholding belief and transparency together with your prospects. 



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