In our latest masterclass, we explored some of the most pressing topics shaping customer feedback and compliance today—from the DMCC Act and accessibility standards to Feefo’s newest features. The session sparked some excellent questions, and we’ve compiled the answers here for easy reference.
Compliance & The DMCC Act
Where is the DMCC Act enforceable?
A: The DMCC Act is UK legislation, but similar guidance exists in the EU [The Ombnibus Directive) and in the US (FTC’s Final Rule). We have found that the DMCC is currently the strictest legislation globally; therefore, if you are compliant with the DMCC, you are generally covered for other regions. However, we always recommend checking with your own legal and compliance teams.
Does the ban on "cherry-picking" reviews mean we must display all reviews, or can we run specific campaigns for internal use only?
A: If you are displaying reviews publicly, you cannot cherry-pick—you must show an unfiltered view. However, you are able to collect private feedback for internal business insights (such as feedback on customer service interactions or returns) without publishing it to your website.
We are a small business with limited reviews. Is it acceptable to display general reviews about a product range on a specific product page?
A: Yes, provided you are transparent. It must be clearly labelled that these are "range reviews" or reviews for a collection, rather than implying they are specific to that single item. The key to compliance is avoiding misleading presentation.
I have a setting to only display 3-star ratings and above. Is this still compliant?
A: It depends on where it is displayed. For curated content blocks—like "Service Carousels" or "Highlighted Topics"—this is allowed as these are viewed as snippets or highlights. However, your main review feed or widget must display an unfiltered view of all reviews, including negative ones, to ensure transparency.
If we gift products to employees, is their feedback considered "incentivised"?
A: Yes. If an employee receives free items or discounts and reviews them, it is considered an incentivised review. The only exception is our specific "Product Tester" campaign, which carries its own distinct label.
Accessibility & Best Practice
What is the accessibility guidance mentioned during the session?
A: We refer to the WCAG (Web Content Accessibility Guidelines). These guidelines provide the standards for making web content more accessible to people with disabilities.
Is it a legal requirement for our review widgets to be accessible?
A: In the UK, public sector websites must meet WCAG 2.1AA standards. While private sector organizations are not strictly mandated to meet specific technical standards by the Equality Act 2010, they are required to make "reasonable adjustments" to ensure equal access to services.
Should we use multiple review platforms (e.g., Feefo, Google, TripAdvisor) on our site?
A: While some businesses do this, we recommend using one consistent provider for both brand and product feedback. This creates consistency for your customers and clarifies who the "trusted source" of feedback is.
Feefo Features & Tech
How do Feefo reviews impact AI searches (like ChatGPT or Google Gemini)?
A: Feefo is a Google Partner, and our widgets are fully crawlable. This means your reviews are indexed and can be pulled into AI-generated responses. The more reviews you have, the more likely your brand is to be recommended in these conversational searches.
Can we filter reviews by location?
A: Currently, you can segment reviews by language (locale). This allows the widget to adapt based on the user's native language. Specific location filtering (similar to Amazon) is on our roadmap for release next year.
Is the new Feefo Social UGC solution available now, and is it free?
A: Feefo Social is a brand-new, comprehensive solution available immediately. It is a chargeable feature separate from the main package. Please contact your Customer Success Manager (CSM) to discuss adding it to your account.
Want to learn more?
If you missed the masterclass and are keen to understand how to display feedback to achieve maximum impact, catch up on demand or read our guide.
Or to speak to us directly about Feefo social or showcasing feedback, book a demo here.
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