Omnibus Directive and opinions - everything you need to know about the new regulations

The law implementing the EU Omnibus Directive into Polish law came into force on January 1, 2023. Many important provisions concern the display of consumer opinions about products, so we have prepared an article in which we discuss all the requirements and provide solutions. If you are a business owner, this is a topic worth exploring not only to avoid penalties, but also to gain the trust of consumers honestly.

Omnibus Directive - obligation to inform, not to verify

The directive imposes an obligation to provide information on entrepreneurs, which involves clear communication about whether the opinions come from real customers who have used or purchased the product. Therefore, you do not have to verify the origin of the opinions, but it is your duty to inform consumers about this. You can include such a message on your website:

Opinions on our website are not verified.

And that's it, but you will surely agree that such a message is not encouraging... So how can you display opinions in accordance with the directive and at the same time not discourage potential customers?

How to collect and display opinions on a website in accordance with the Omnibus Directive?

You can collect opinions in various ways, but in the context of the new regulations, it is important that it is possible to verify whether they actually come from real customers. One of the methods recommended by the President of the Office of Competition and Consumer Protection is sending customers an individual link that allows them to post opinions. You can also provide the option to add a rating only for logged-in users. Another option may be to require entering the order or reservation number when adding an opinion. However, it is important that the control methods do not hinder the submission of opinions.

It is therefore unacceptable to manipulate opinions (displaying only positive opinions) and claim that they come from real customers, even though these opinions have not been verified.

How to inform about the verification process?

Of course, clear information is also required when publishing opinions in accordance with the directive, for example::

The opinions come from customers who have used or purchased the product. The opinions are verified and published in accordance with the website's regulations.

By providing access to consumer opinions, you must indicate how the opinions are processed. In addition to describing the method of verifying the authenticity of the opinions, you should indicate, among other things, whether all opinions are published (both positive and negative), how their average is calculated, and whether sponsored opinions affect the rating.

You can include a description of the control and processing process in the website's regulations, and place a visible link to the regulations in the message below the opinions. Of course, you can create a separate subpage, but the provision in the regulations is sufficient.

Verification of opinions does not have to be difficult with Rating Captain

By using the Rating Captain application, you can adjust the display of product or service opinions on your website to comply with the provisions of the Omnibus Directive. Our platform collects only transaction-confirmed opinions for you, i.e., from consumers who have made a purchase or used your company's services, so all opinions are verified.

How does it work in practice? After using your offer, the consumer receives an invitation to leave an opinion. All opinions, both positive and negative, which are confirmed by a transaction, are displayed in the widgets on your website. The average rating is also calculated based on all collected opinions. Therefore, it is not possible to leave an opinion by a person who has not made a transaction and display such an opinion on your website.

Is this the end of fake opinions?

The Omnibus Directive is a big step towards combating unfair market practices. The maximum penalty that the President of the Office of Competition and Consumer Protection can impose for violating collective consumer interests is 10% of the turnover of the entrepreneur from the previous financial year. As can be seen from the above, false opinions on a website can cause a lot of trouble. Choosing ethical and honest ways of collecting opinions is definitely a better solution.