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Better than nothing but it also seems like it might be kind of difficult to prove the company allowed it knowingly.
It prevented reviews and testimonials that misrepresent that they are by someone who does not exist. Fairly easy to prove. If they catch an individual posting a review while posing as anyone but themselves, It's a done deal.
In this context “knowingly” means “intentionally”, not that they knew there was a law against it.
An entity is in violation if they knowingly commit the act, not that they knowingly broke the law.
Yes, I understand (ignorance of a law is no defense at least in the US) that but it still may prove difficult to actually prove.
Well if you take a company like Amazon they know everything about you already, including if you actually purchased the item you are reviewing. And that should be a simple first "hurdle" for a reviewer to be legit. They already have a way of sorting them out and labeling them in place. So I would assume this means if you don't have that label your review doesn't go live. They can then add more qualifiers to prove they know the reviewers are real, since this seems to put the onus of proof on the company not that FTC.
Edit - some words
It is possible I bought the item at my local warmart though and then review it on amazon. I don't know if anyone does that, but it is possible.
I feel like although possible now, that this may need to change going forward since I'm not sure how Amazon can validate your review if not done through their platform.
This of course fragments reviews to specific retail storefronts, but if the platform can't validate at least the fact you purchased the item I don't see anyway they can even begin to know you're leaving a legit review.
I find that Amazon allows me to do that for good reviews, but whenever I leave a bad review for something I bought somewhere else the review disappears.