
On February 29, the car selling platform My Tukar released an open letter addressed to the CEO of their competitor, Carsome, Eric Cheng. The letter raised concerns about what My Tukar alleges to be a longstanding practice by Carsome of incentivizing five-star reviews by rewarding reviewers with prizes or the chance to win prizes. My Tukar expressed their belief that this practice violates ethical advertising and review standards and urged Carsome to discontinue it.
In response to My Tukar's claims, Vulcan Post found evidence of a "review and reward" campaign by Carsome for 2023. Customers could participate in the promotions by posting recommendations on Carsome's Facebook page or leaving five-star reviews on their Google Business Page, with the opportunity to win vouchers worth up to RM500 monthly. My Tukar further claimed that similar offers had been made by Carsome since 2020. However, Carsome clarified that while they encouraged customers to leave reviews, they did not limit rewards to only five-star reviews.
My Tukar also highlighted that offering incentives for positive reviews contradicts Google's guidelines, which prohibit practices such as incentivizing content that does not reflect genuine experiences. They emphasized the importance of unbiased reviews for both businesses and consumers, stating that genuine reviews are crucial for informed decision-making.
In addressing criticism of their own past practices, My Tukar acknowledged past campaigns in 2020 that involved similar practices, which they now condemn. They attributed these actions to a previous marketing team, which they claim to have since replaced due to unethical practices.
Regarding the response from netizens, opinions varied, with some dismissing My Tukar's accusations as jealousy while others expressed concern about the integrity of five-star reviews. Some speculated that My Tukar's open letter could be a strategic marketing move.
The author reflects on their own experiences with businesses incentivizing five-star reviews, expressing discomfort with the practice and questioning the authenticity of such reviews. They argue that while incentivizing reviews is not inherently wrong, it should encompass both positive and negative feedback to maintain transparency and integrity.
As of now, Carsome has not responded to My Tukar's open letter. The author concludes that My Tukar's comments serve as a reminder to businesses about the importance of accountability and integrity, cautioning against incentivizing only positive reviews.
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