Online Reviews and Consumer Protection: A Doctrinal Analysis of the UK's Legal Response to Digital Consumer Behaviour

Abstract

In today's digital age, online reviews have emerged as a dominant force shaping consumer choices across various industries. This dissertation offers a comprehensive examination of the profound influence of online reviews on consumer behavior and how industries have responded to this dynamic landscape.Online reviews wield considerable power, significantly influencing consumers' purchasing decisions. They provide firsthand insights into product quality, service experiences, and overall brand perception. Positive reviews serve as a brand's golden ticket, bolstering trust and encouraging purchase, while negative reviews offer a balanced perspective, aiding consumers in making informed choices.However, this digital ecosystem is not without its challenges. Deceptive practices such as counterfeit reviews and inherent biases threaten the authenticity and transparency of online reviews. To address these issues, regulatory frameworks like the UK's Consumer Rights Act 2015 have been put in place, emphasizing the need for transparency and fair practices in the digital marketplace.Various industries have responded to the impact of online reviews in distinct ways. The retail sector, for example, is moving towards clearer review policies, emphasizing transparency and compliance. In healthcare, institutions actively monitor and address reviews to shape their online reputation, fostering trust among potential patients. Furthermore, emerging digital markets demand a focus on adaptability, credibility enhancement, and building trust to succeed.This dissertation underscores the importance of ongoing introspection in the nexus between online reviews, consumer behavior, and the legal realm. It acknowledges the UK's role as a leader in navigating this intricate terrain but emphasizes that the journey is ongoing. With rapid digital advancements, legislation must remain relevant and responsive. Enhancing the credibility of reviews, rewarding transparent practices, and fostering trust in emerging digital markets are not mere suggestions but imperatives for a thriving digital future. In conclusion, this dissertation offers valuable insights into the multifaceted world of online reviews, their impact on consumer choices, and the strategies industries employ to adapt to this evolving landscape. It serves as a timely resource for academics, policymakers, and industry stakeholders seeking to understand and navigate the complex interplay between online reviews, consumer behavior, and the regulatory environment.