Fake reviews aren’t just bad PR anymore — they’re a legal and reputational liability.With new regulations (like those from the FTC in the US), brands are under growing pressure to ensure that user-generated content is not only engaging — but genuine.
And consumers are paying attention:54% say reviews from real customers are the most trusted source in their buying decisions — ranking higher than friends, family, influencers, or media.Meanwhile, 77% find online reviews to be mostly trustworthy — a trust that can be quickly lost when content feels artificial or manipulated.*
In this climate, sampling isn’t just a nice-to-have.It’s a way to regain control of your brand’s story, generate real-user validation, and stay on the right side of compliance.
The Real Cost of Fake
Buying or inflating reviews? That’s no longer a grey area — it’s a risk.Today’s brands face:
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Legal action or platform penalties
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Loss of consumer trust (often overnight)
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And a lasting hit to conversion rates
Even well-meaning brands can get caught in the crossfire — especially when reformulating a product or restarting from scratch after removing suspicious reviews.
Sampling: A Clean Slate — Without Starting from Zero
You’ve reformulated. Relaunched. Or maybe you're re-entering a category.But without reviews, you’re back at square one — no proof, no traction.
A well-executed sampling campaign changes the game. It allows you to:
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Quickly collect authentic, traceable feedback from real users
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Rebuild relevance with timely, experience-based content
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Craft a new narrative — rooted in transparency, not marketing spin
It’s not about flooding your product pages. It’s about building trust that sticks.
Sampling in Action: Olay Boosts Credibility with Real Voices
To support the launch of its Niacinamide + Rose Complex line, Olay ran a targeted sampling campaign with Try & Review in Malaysia — a category where trust is often undermined by exaggerated claims and fake reviews.
The results spoke for themselves:147 authentic reviews, 49 unpaid social shares, and over 183,000 TikTok accounts reached — all from verified skincare users.The product earned a 4.7/5 rating, with 95% recommending it and 92% ready to repurchase.
By activating real voices across TikTok and retail platforms, Olay turned user validation into conversion — and built trust where it matters most.
From Regulation to Reputation
Sampling doesn’t just help you stay compliant — it helps you stand out.
It helps you demonstrate credibility — with rhythm, diversity, and full traceability.
It’s a signal to platforms, regulators, and customers alike: “This feedback is real. And so is our product.”
Compliance becomes part of your brand equity — not just a box to check.
Final Thought
Doing nothing? That’s the real risk.In a climate where trust is fragile, inaction sends the wrong message. But every authentic review is a signal of integrity — and a small, powerful moment of influence. Sampling helps you relaunch with confidence, rebuild at speed, and own the story you tell next.If you’re relaunching, rebuilding, or just ready to play by the new rules — this is where to start.
For brands navigating stricter review regulations, the message is clear: real voices, real results.
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