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WHILE it makes good consumer sense to gather and share information online, it makes good sense for the consumer to be wary.

Muhammad Shaani Abdullah says consumers must be careful about believing what they read on the Net

Since anyone using the Internet can become an influencer, there is also the possibility of brand owners exploiting the channels, says Muhammad Shaani Abdullah, chief executive of the National Consumer Complaints Centre (NCCC) .

"With the new media, it is easy to convince others to believe something which may or may not be true.

"Therefore, consumers must exercise caution and be alert whether materials posted on online channels are credible."

Going online to seek information and share their knowledge with other users of products and services is good consumer practice, says Paul Selvaraj, chief executive officer of Consumer Research and Resource Centre.
The Web provides a platform for consumers to take on a more active and creative role in consumerism. Selvaraj feels people trusting a stranger's recommendation online is not necessarily bad.

Rather than believing in strangers, he says, consumers are trusting experienced users who are stating their views without any agenda, he says.

Nonetheless, Selvaraj also cautions Internet users not to take everything they read and see online as the absolute truth

"It is always good that people refer to consumer watchdog groups which take on a neutral stand. This can be good reference point for consumers.

"Online magazines like Choice, which provides unbiased trusted information, can be a good referral point."

As information is shared on a global scale, consumers can easily learn about a product from someone across the globe even before the product comes to their country. "They then become more aware of the quality of the product."

With products and services coming under a higher level of scrutiny, Selvaraj says companies and brand owners have to be more transparent and honest in their advertising.