Goudaankoop.nl (goldpurchase.nl) manipulating on-line reviews

Positive ratings one ones website can be very important. For that reason, it seems attractive to bend the truth a little bit as a company / website manager. For example, can you make selections in the reviews being showed?

This question was answered by the Dutch Advertising Code Committee in a recent case. On the website “goudaankoop.nl” only positive reviews and ratings are found about the company (249 different items). Sometimes using totally exaggerated wording, such as for instance: "I am still a bit shaky from the high amount I received, against my expectations." Not a single one of the reviews is even a bit critical and that is strange.

The complainant herself had filed a negative review, which disappeared off the site within a week’s time.
The complainant claims that the company manipulates these ratings and reviews. The comments are all written in the same style and there is not a single spelling mistake to be found anywhere.


The advertiser claims its website was hacked in 2016, as a result of which the reference page no longer works and he cannot access it anymore. The chairman of the RCC considers this entire story unacceptable and assumes that the advertiser has compiled the ratings himself. This gives a distorted picture and that is in conflict with the Dutch Advertising Code.

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IP quiz Trademarks

Puma is one of the bigger sports and lifestyle brands in the world. The core-business is the design, development and sale of (sports) shoes, (sports) clothing and accessories. In 1960, Puma registered an international trademark for a device designed in 1958: the formstrip. Since then, Puma has registered approximately 90 formstrip trademarks with validity in the Benelux or the European Union. Puma claims that this is a serial mark. Monshoe is a wholesaler of women's shoes and related products. The company designs and develops Monshoe shoes which it largely markets itself. Monshoe sells its women's shoes under the brands Shoecolate and Pearlz. The shoe Shoecolate is offered in various colour combinations. Puma claims that Monshoe infringes its well-known formstrip trademark. Monshoe contradicts this and states that the average consumer will not perceive the device of Monshoe on the sneakers as a trademark. And if the public will recognize a trademark in the decoration, it will not make the connection to Puma. According to Monshoe, the formstrip logo is not a well-known trademark within the meaning of the BVIE and the UMVo. There is no likelihood of confusion because the sign does not or hardly evoke any association with Puma among the public. In light of the above, who is right? Does this constitute decorative use or linking to a well-known trademark?