TABLE OF CONTENTS

• Overview
• Syndication Guidelines
• Product Catalogue Requirements
• Examples of Syndicated Products
• Products That Will Not Be Syndicated
• Reasoning Behind Syndication Limitations

Note, the rules will be in effect from the 1st of November 2024.

Overview

The Feefo Syndication functionality allows merchants within the syndication network, offering identical products to other merchants, to share product reviews (including ratings, review count, and content) with each other. These syndicated reviews are displayed via the Feefo Reviews API and Feefo Widgets, providing consumers with a broader range of feedback for products sold by different merchants.

Syndication Guidelines

Feefo syndication guidelines establish the criteria, privileges, and responsibilities for all parties in the Feefo Network. Feefo aims to provide consumers with a seamless and authentic experience, enabling easy access to genuine feedback from other consumers, retailers, and brands. These guidelines apply across various sectors, including retail, travel, and service industries.

Product Catalogue Requirements

To participate in Feefo Syndication, merchants are expected to submit a product catalogue or connect a Google Merchant Centre account. The catalogue must include the following information:

• EAN (European Article Number) / GTIN (Global Trade Item Number)
• MPN (Manufacturer Part Number)

Product matching is based on EAN/GTIN or MPN. The only exception is the product colour, energy rating, or if the product is from the other sectors. For example, different colours of the same product will be syndicated, and anything outside of the colour and energy rating will be treated as a different product. For the clothing sector, various sizes of shirt, jumpers, shoes, etc; will be syndicated.

Although new and refurbished products will share identical EAN and MPN identifiers, reviews for these products will not be syndicated due to the significant impact that product condition can have on the user experience.

If merchants wish to syndicate different product types (such as different sizes of phones or TVs), they can do so by including a "Parent Search Code" in the product catalogue.

Examples of Syndicated Products

Below are examples of product categories that qualify for syndication under Feefo’s guidelines:

• Electronics: Products with identical EAN/MPN
• Clothing: Different sizes of shirts, jumpers, shoes
• Jewellery: Different ring sizes, where the product itself remains the same
• Travel: Cottages, lodges, hotels, or other accommodations that offer the same experience
• Home and Garden: Products with identical features and functionality

Products That Will Not Be Syndicated

The following product categories will not be eligible for syndication:

• Electronics: Products with differing specifications, such as different TV sizes, phone storage capacities, or laptop/PC specs
• Refurbished Products: Reviews for refurbished products will not be syndicated with those for new products
• Product Features: Where the core product specifications or features differ

Reasoning Behind Syndication Limitations

Syndication is restricted to products that share identical identifiers (EAN/GTIN or MPN) to prevent misleading consumers. Below are some examples of why syndication is limited:

TV Sizes: 

The experience of a 75” TV differs significantly from a smaller size, and reviews for one size could mislead consumers shopping for another size.

White Goods:

Variations in capacity and features between products (e.g., a 10kg dryer with different functionalities) can significantly affect user experience.

Laptops/PCs: 

Differences in technical specifications (e.g., processor speed, memory) impact the overall experience, so syndicating these reviews would be misleading.

Bundle Products:

Consumers may leave reviews for specific items within a product bundle, and syndicating these reviews with the individual items could cause confusion.

Refurbished Products: 

Reviews for refurbished items, such as iPhones, could mislead consumers if displayed under listings for new products.