The Federal Trade Commission (FTC) of the United States is making waves in the video game industry again, but this time it’s not about Microsoft’s acquisitions. Instead, it’s focusing on platforms where users can rate content positively or negatively. This could mean the end of the notorious "negative review bombing."
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FTC Takes Aim at Fake Reviews and Ratings on the Internet
FTC Chair Lina Khan announced the new regulation that has come into effect regarding user reviews and ratings. These rules, which are effective immediately, can be reported here. The main goal is to put an end to fake reviews and testimonials online, whether for video games, movies, TV shows, or any product on platforms where users can post opinions or ratings.
According to Khan, “People rely on online reviews to make informed purchases and compare products. When companies use fake reviews, consumers are misled, and honest businesses suffer. Companies can manipulate the system in various ways: buying positive reviews, suppressing negative ones, or creating fake reviews to harm competitors. The final rule prohibits a range of tactics that pollute the market with false reviews.”
What’s Prohibited in Terms of Reviews and Ratings, and How Does This Impact Video Games?
The document includes six key points, but let’s start with what’s prohibited, which may or may not affect video games. First, the purchase of reviews and ratings is now banned, whether positive or negative, meaning no company can offer money or rewards in exchange for favorable or unfavorable content.
Additionally, reviews or ratings from company members must explicitly disclose their affiliation when publishing their opinions. Likewise, reviews and ratings from media outlets owned by the company that released the product are prohibited. Companies are also banned from using social media metrics boosted by bots to influence reviews.
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One of the most relevant rules for the gaming industry is that false reviews generated by AI are prohibited, as are reviews where there’s no evidence that the user had a real, substantial experience with the product or content, making such testimonials considered fake. In some video game launches, negative ratings are posted minutes after release, making it impossible for a typical user to have completed the game by then.
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Unfortunately, this new regulation also threatens the legitimate use of review bombing in video games, which has been used by communities to protest specific issues and attract the attention of developers and publishers.
While the FTC mandates that platforms must adopt these rules, it remains unclear how this prohibition will affect larger channels beyond the complaint systems provided, especially as reviews and ratings for popular games often number in the thousands.
What do you think?
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