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      Understanding Review Labels and DMCC Compliance on Feefo

      Overview

      In April 2025, the Digital Markets, Competition and Consumers Act 2024 (DMCC Act) introduced new rules to combat fake reviews and protect consumers online. All businesses displaying reviews must now take clear, reasonable steps to ensure authenticity, transparency, and proper disclosure—especially regarding incentivised and third-party reviews. As a Feefo client, you benefit from our purchaser-verified model and robust moderation, which make DMCC compliance straightforward.

      To further support transparency and compliance, Feefo is introducing clear review labels. These labels help your customers understand the source and trust level of every review displayed on your site.


      What Are the New Review Labels?

      Feefo’s review labels provide at-a-glance clarity about how each review was collected and its verification status.

      Here’s what each label means and how it helps you stay compliant:

      Label

      Tooltip

      Source

      Feefo Verified

      This review is from a customer who had a verified interaction and was invited to leave a review via Feefo, highly trusted.

      Feefo feedback form, syndicated reviews submitted via the standard feedback process and in a syndication pool

      Third Party Verified

      This review was gathered from an external source, trusted but not Feefo-verified.

      CSV uploads, Enter Feedback Remotely (EFR), syndicated reviews imported/added via Smartlink and in a syndication pool

      {Merchant} Verified

      This review has been verified by {merchant} as coming from a genuine customer. Trusted but not Feefo-verified.

      Smartlink, open feedback forms

      Incentivised

      This customer received an incentive, such as a reward, sample, or other benefit, in exchange for their honest feedback. The review may reflect this incentive, and the reviewer could have a financial interest, be an employee, or have a commercial relationship with the company or product being reviewed.

      Reviews part of the review booster campaign and any others tied to an incentive

      Open

      This is an open review submitted directly, without being linked to a confirmed customer interaction.

      A label has been made in the backend for Open reviews, which can be used as we progress further down this route.
       


      Why Are These Labels Important?

      The DMCC Act requires businesses to:

      • Demonstrate authenticity: Only display reviews based on genuine customer experiences.

      • Disclose incentives: Clearly indicate if a review was incentivised.

      • Show review sources: Help consumers understand how reviews were collected.

      • Prevent misleading practices: Do not highlight only positive reviews or suppress negative ones.

      Displaying these labels ensures you meet your legal obligations, build trust with your customers, and avoid the risk of significant fines or enforcement action1.


      How Does Feefo Help You Stay Compliant?

      Feefo’s platform is designed to ensure compliance with the DMCC Act:

      • Verified reviews: Most reviews are collected directly from verified purchasers.

      • Transparent labelling: All reviews display their source and incentive status.

      • Moderation and fraud detection: Reviews are checked for authenticity before publication.

      • Automatic updates: If a review is removed, counts and ratings update automatically.

      For more details on the DMCC Act and Feefo’s compliance, read our blog:
      What is the DMCC ruling on fake reviews?