User-generated content
UGC · Content created by customers or users, such as reviews, photos, videos and forum posts.
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Why it matters
People trust other customers' experiences; genuine reviews and photos make the buying decision easier and keep adding fresh content to the site. This content should be moderated, and permission should be obtained from the creator if it is to be reused elsewhere. Writing or commissioning fake reviews breaks consumer law in the EU and many other countries.
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Example
A furniture shop asks customers to share photos of the product in their homes. Photos from customers who give permission are added to the product page, so buyers can see how the product looks in a real setting.
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Common mistake
Deleting negative reviews or adding fake positive ones. It misleads customers, destroys trust once noticed and can lead to legal sanctions.
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