Can online reviews provide substantiation for superiority claims?

Check out the newest Inside Counsel article by Andrew Lustigman and Howard Smith: "Can online reviews provide substantiation for superiority claims? The article explains how marketers can use positive online feedback from consumers but need to be careful that any repurposing of the data is not overstated and otherwise meets with the reliability and representativeness standards applicable to traditional advertising.



So for a specific keyword, Google cumulates and process the following knowledge to established the rating

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