Costa Coffee has been accused of being ‘shameless’ after one of its branches promised customers free drinks in return for them leaving positive reviews.
The outlet in Potters Bar, Hertfordshire, had propped up a sign which offered ‘any medium size drink for free’ if customers showed proof that they had given the store a rating of nine or ten in a feedback email.
It is unclear whether such reviews were for internal or external use, but the chain, which is Britain’s largest, has now come under fire for seemingly going against new consumer guidance.
Shocked at witnessing the sign on his visit to the branch, Mark Shaw posted a picture to X and wrote: ‘Dear Costa Coffee, love to hear your thoughts on this. Surely it makes a total mockery of your reviews.’
In response, the company’s official account, which has almost 275,000 followers, replied: ‘Ooh that’s quite cheeky, drop us a DM so we can chase this up Mark?’. The sign has since been taken down.
The branch’s offer comes after the Digital Markets, Competition and Consumers Act 2024 was published in April, which outlined strict details on how it is unlawful for ‘fake reviews’ to be posted.
A ‘fake review’ is described as being a ‘consumer review that purports to be, but is not, based on a person’s genuine experience’.
Martyn James criticised Costa for encouraging customers to leave positive feedback in exchange for a reward, saying such reviews should only be ‘given freely, without incentive or manipulation’.
A sign was propped up which offered ‘any medium size drink for free’ if customers showed proof that they had given the store a rating of nine or ten in a feedback email
The sign was displayed in the Potters Bar, Hertfordshire, branch (above) by customer Mark Shaw who posted a picture of it to X
It is unclear whether such reviews were for internal or external use, but the chain, which is Britain’s largest, has now come under fire for seemingly going against new consumer guidance
He told The Telegraph: ‘Given that review sites are now covered by law, this frankly outrageous attempt to game the system is as shameless as it is forbidden. As customers, we all need to question reviews until the new rules are fully enforced.
‘How can you trust reviews when they’ve bribed someone? I’ve no problem with them encouraging you. If your service is good you don’t need to bribe anyone to do it.’
Consumer law solicitor, Dr Jennifer Obaseki, also told the newspaper that while ‘no one is likely to sue for a “lost coffee opportunity’, that consumer watchdogs take a ‘dim view’ of promotions which officer incentives in return for feedback.
Fines of up to £300,000 or 10 per cent of a company’s global turnover can be brought forward if infringements are found under the new Digital Markets, Competition and Consumers Act.
A Costa Coffee spokesman said: ‘We are aware of a sign that was displayed in one of our franchise stores, which was put up without approval and does not reflect company policy.
‘As soon as we became aware of the sign, we asked the store to remove it, which they have done.’
The Daily Mail has also approached Costa Coffee for comment.
