By Rupin Chopra and Shantam Sharma
Introduction
With India’s e-commerce industry projected to reach US$ 325 billion by 2030[1], online consumer reviews have become an essential tool for shoppers and businesses alike. Recognizing the growing influence of online reviews, the Bureau of Indian Standards (BIS) introduced the IS 19000:2022[2] framework, titled “Online Consumer Reviews – Principles and Requirements for their Collection, Moderation, and Publication”. This standard aims to curb fake and misleading reviews, fostering transparency, reliability, and consumer trust in e-commerce.
This article explores the BIS guidelines for consumer review verification, highlighting key principles and authentication methods that online platforms should adopt.
BIS Standard Overview
The BIS standard for online reviews is a voluntary framework applicable to all online platforms that publish consumer feedback. The standard emphasizes the following guiding principles:
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Methods for Verifying Consumer Reviews
To ensure that only genuine consumer experiences are shared, BIS has outlined various verification techniques. The following table summarizes these methods:
| Verification Method | Description |
| Email Verification | Sending an email to the reviewer and awaiting confirmation. |
| Domain & Email Match | Comparing the reviewer’s email domain with the business being reviewed. |
| Confirmation Link | Requiring users to confirm registration via an email link. |
| Anti-Fraud Software | Using AI or CAPTCHA tools to detect fraudulent activity. |
| Phone Call or SMS Verification | Sending a verification code via SMS or calling the reviewer. |
| Single Sign-On (SSO) | Allowing login through trusted platforms like Google or Facebook. |
| Geolocation or IP Address Check | Matching IP location with the reviewed service provider’s region. |
| Admin Email Verification | Validating the email address before allowing the first review. |
| One Email per User | Restricting multiple reviews from the same email ID. |
| CAPTCHA System | Using human verification tests to prevent automated fake reviews. |
These methods provide a structured approach to filtering out deceptive reviews while maintaining authenticity.
Collection, Moderation, and Publication of Reviews
BIS also outlines best practices for managing the lifecycle of consumer reviews.
Collection Process
- Reviews must be collected using an objective process that minimizes bias.
- Consumers should accept the platform’s terms and conditions before submitting a review.
- Personal information should be secured and not shared without consent.
Moderation Process
- Platforms must verify review authors to ensure authenticity.
- Reviews should be screened for fraudulent content using automated or manual processes.
- Moderation should apply equal treatment to all reviews, regardless of sentiment.
Publication Process
- Reviews must be published without undue delays (within 72 hours where possible).
- Consumers should be allowed to filter reviews by verification status.
- Platforms must offer right to response for businesses to address negative feedback.
- Reviews obtained through incentives must be marked separately and should not influence overall ratings.
Addressing Fake Reviews & Biased Practices
One of the biggest challenges in e-commerce is fake and misleading reviews, which can distort consumer perception. BIS standards provide clear guidelines to prevent such issues:
Compliance & Implementation
While the IS 19000:2022 standard is voluntary, organizations that follow it demonstrate commitment to transparency and consumer trust. Businesses and platforms can implement these standards through:
- Internal review policies aligned with BIS principles.
- Investment in AI-driven moderation tools to detect fraudulent reviews.
- Training employees on ethical review management.
- Establishing a grievance redressal mechanism for consumers to report misleading reviews.
Conclusion
As online shopping continues to grow in India, ensuring trustworthy and authentic consumer reviews is critical. The BIS IS 19000:2022 standard sets a strong foundation for integrity, transparency, and fairness in the online review ecosystem. By adopting these guidelines, businesses can enhance consumer confidence, reduce misinformation, and create a more transparent marketplace for all stakeholders
[1] Data available at- https://www.ibef.org/industry/ecommerce