myTukar calls out Carsome for unethical advertising in open letter

On February 29, automotive promoting platform myTukar printed an open letter to their competitor Carsome, addressing it to the unicorn startup’s CEO Eric Cheng.

In response to the letter, myTukar observed and alleged that Carsome has a “lengthy follow” of incentivising five-star critiques by rewarding such reviewers with prizes or the potential of prizes.

“We consider this goes towards moral promoting and assessment practices, and have just a few phrases to say,” their Fb submit’s caption reads.

“Rewarding and incentivising five-star critiques won’t solely erode belief and reliability in the long term, but in addition create an setting of distrust throughout the used automotive trade in Malaysia,” the letter learn. “Now we have lengthy tolerated this and strongly urge Carsome to stop such actions.”

Going towards the insurance policies

In mild of myTukar’s claims, Vulcan Publish discovered a doc on Carsome’s web site that particulars a “assessment and reward” marketing campaign for 2023. To be eligible for the promotions, prospects might both submit a suggestion on Carsome’s Fb web page or depart a five-star assessment on their Google Enterprise Web page.

On this marketing campaign specifically, Carsome was providing vouchers price as much as RM500 each month.

myTukar additionally wrote that they consider Carsome has had comparable gives from way back to 2020.

We did discover a web page on Carsome’s web site that inspired prospects to depart critiques to face an opportunity to win prizes, but it surely was not restricted to solely five-star critiques.

A screenshot that myTukar uploaded that allegedly reveals Carsome’s practices

myTukar clarified, “It’s okay to ask prospects to depart critiques. Nonetheless, it’s unethical to reward prospects for five-star critiques.”

Ethics apart, myTukar additionally introduced up the truth that providing reductions, prizes, or financial rewards in alternate for good critiques violates Google’s insurance policies.

Google describes such practices as misleading, and states that pretend engagement is just not allowed and shall be eliminated. Faux engagement contains:

Paying, incentivising or encouraging the posting of content material that doesn’t symbolize a real expertise.
Discouraging or prohibiting damaging critiques, or selectively soliciting optimistic critiques from prospects.
Content material that has been incentivised by a enterprise in alternate for reductions, free items and/or providers.

In Malaysia, normal promoting ideas additionally state that testimonials or endorsements have to be real and associated to the private expertise of the particular person giving it.

“Finally, biased critiques damage the complete trade and shoppers as effectively,” myTukar wrote in an edit.

“We predict it’s vital that every one companies are judged pretty by their providers, not by the sum of money and prizes being given out. We consider all prospects need to learn real critiques when researching about who to spend your cash with.”

Reflecting again on myTukar

Nonetheless, some have been fast to level out that myTukar has had comparable practices. To this, the corporate stated that it certainly has seen photographs from previous campaigns, and acknowledge that they occurred 4 years in the past in 2020.

“It was flawed then, and it’s flawed at the moment,” the staff refuted.

They elaborated that the corporate in 2020 was dealt with by a very completely different advertising staff that they supposedly let go as a consequence of such unethical practices.

“We extremely encourage everybody to concentrate on the present points which might be at play proper right here, proper now, in 2024, as a substitute of digging out outdated campaigns that don’t mirror our present practices,” they concluded.

Our two cents

Netizens appear to have some various opinions about this name out. On myTukar’s personal submit, some commenters declare that myTukar is just jealous, or that it’s not an enormous deal.

When reposted to different communities, although, there are completely different sentiments, with some saying this follow dilutes the which means of a five-star assessment. Some, although, level out that this open letter appears to be a “particular” advertising technique by myTukar.

Personally, I’ve been to institutions whereby I’ve been requested to provide a five-star assessment in alternate for freebies or complimentary providers. And I’ll admit, I’ve adopted by way of—however solely after I genuinely really feel the place deserves a five-star ranking.

Nonetheless, that follow does depart a bitter style in my mouth. It feels disingenuous and fully undermines the enterprise’ scores. It will get me considering, simply what number of of those five-star critiques are “bribed” for by freebies?

I believe that it’s not flawed to incentivise critiques amongst prospects, but it surely shouldn’t be restricted to solely five-star critiques. It needs to be within the enterprise’ curiosity to get trustworthy and candid critiques no matter whether or not it’s optimistic or damaging.

To date, Carsome hasn’t issued any responses to the open letter. However greater than a letter to Carsome, I consider that myTukar’s feedback are ones that every one companies ought to pay attention to. Incentivising solely optimistic critiques is actually not a very good search for a enterprise’ accountability and integrity.