It is the third instance of a company being fined over its representation
of reviews, after the court penalised Meriton Serviced Apartments and comparison site Finder within the last month.
Aveling was ordered to pay $380,000 for withholding unfavourable feedback
from two of its websites to artificially inflate its rating, a third of
which were reviews of three stars or less.
Representations were also made by Aveling, during parts of 2016, suggesting its review websites were independent and
affiliated with ProductReview.com. The court found these statements to be
A $25,000 fine was handed down to Sean Quartermaine, the company's group
sales and marketing manager, for knowingly condoning the practices.
Review websites help customers make informed buying decisions and therefore
have a responsibility to ensure their integrity, says Rod Sims, chair of the
"Companies publishing customer reviews online must be clear with consumers
whether or not they accurately reflect the full range of consumer feedback – the good and the bad," he says.
The court has ordered Aveling to abstain from similar conduct for three
years and to contribute to the cost of the proceedings brought against it
by the ACCC.