Advertising undermined by online reviews

Credits: The Guardian By: Roy Greenslade

'Canny consumers do not take adverts at face value. According to a research study, once they come across an ad they go online to check out reviews of the advertised product or service - but do they get the correct and fair information?'

'KwikChex says: "If consumers see negative opinion results, they are likely to give more credence to them and, at the very least, then search for other similar products with what they perceive as a better reputation."

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