How we review
The review standard, published before the first review.
Five questions for every gadget, the rules we follow on reviews and paid links, and what we won’t do.
Five questions
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What it's for
The problem it solves, in plain words, and who it's actually for.
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Who makes it
The maker and where it comes from, where the FCC ID, a lab mark or trademark records can show it.
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Cheap copy or real alternative
Whether it's the same thing under a new name, or genuinely different.
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What buyers report
Recurring pros, cons and failure patterns, with where they came from and their limits.
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The verdict
An explicit call on whether it's worth the money, and for whom.
What we will and won’t do
- We’ll say how we know each thing: our own use, official records, or buyer reports, and how many.
- We won’t publish fake, bought or AI-written reviews, or pay anyone for a positive one.
- We won’t claim to be independent about a category we sell our own products in.
- Every paid link will say “Paid link” right next to it.
The FTC rules behind that
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Fake review rule in effect
The FTC's Consumer Reviews and Testimonials Rule took effect October 21, 2024. Courts can impose civil penalties for knowing violations.
Source: FTC, The Consumer Reviews and Testimonials Rule: Questions and Answers
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Fake and AI-written reviews
The rule covers reviews from people who don't exist, including AI-generated ones, and reviews from people with no real experience of the product. Businesses can't create or sell them.
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No paying for positive reviews
Businesses can't offer money or other incentives on the condition that a review is positive, or negative.
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No burying bad reviews
Businesses can't use groundless legal threats, intimidation, or certain false accusations to block or remove negative reviews. They also can't imply their reviews are complete after suppressing bad ones.
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Fake independent review sites
A business can't pass off a website it controls as an independent reviewer of a product category that includes its own products.
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Endorsements must be honest
Under the FTC's Endorsement Guides, an endorsement has to reflect the endorser's honest opinion.
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Guides updated in 2023
The FTC revised its Endorsement Guides in 2023, including a new definition of "clearly and conspicuously."
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Free products count
The FTC Act applies to reviewers who get free products or other perks with the expectation that they'll promote or discuss the product.
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How to disclose affiliate links
If a site earns commissions through its links, the FTC says to disclose that clearly, with wording like "I get commissions for purchases made through links in this post."
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"Affiliate link" alone may not work
Shoppers might not understand the phrase "affiliate link," and a "buy now" button isn't a disclosure. The FTC says "Paid link" right next to the link should be adequate.
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Put the disclosure near the review
The closer a disclosure is to the recommendation, the better. One disclosure on the home page isn't enough, because readers land on individual reviews.