In this technological age, there are an abundance of avenues for customers to share reviews on the brands they use. And while many of us would rather vent on social media than send an email to the company, it would be best to pay careful attention to what you post.
The fact is that it while complaints on social media can get a quicker response, it can be tempting to go overboard with your assessment of what really happened. The difference is this communication is not just between you and the company, but potentially millions of people, and this can could make you vulnerable to legal action.
When sharing consumer reviews on products and services, you should be careful that the review is not malicious – meaning it should be based solely on fact, on your actual experience and your evaluation of that experience. For example, if you had lunch at Restaurant X and were dissatisfied with the meal/service, your review may look like this:
“Had lunch at Restaurant X today and hated it. The food tasted awful and the service was poor. I’m never eating there again!”
Though it may not be the experience of other patrons, that review is an honest assessment of your experience. However, if you include false information in your review as in the next example, you may find yourself in hot water with the company.
“Had lunch at Restaurant X today and hated it. The food tasted awful and the service was poor. Their kitchen is crawling with rats. I’m never eating there again!”
Did you see rats while you were there? Can you prove at all that there are rats present? Making assertions about matters which could jeopardize the future of the business and for which you have no proof can be viewed as malicious depending on your intent at the time the post was made.
A recent case on a television court series illustrated this when a tattoo shop owner was awarded $5,000 in damages against a customer who had spread false statements within the local community and on the internet warning that the shop was spreading HIV and hepatitis C. The court found that his statements were malicious and not a true reflection of his experience, as he had given the tattoo artiste a generous tip indicating he was satisfied with the service, and only complained after a dispute with the manager.
The lesson here is not to get carried away in your reviews. Stick to the facts and give a fair assessment of your experience. Avoid including hearsay from third parties and keep your emotions in check. And since you have no control over your review especially if you post it on the internet, it would be best to think carefully before you post.