No, not generous taxpayer-subsidized bank bailouts - we're talking about "VPN review" websites. You've seen 'em, and you've probably even read reviews on them. I mean, it makes sense: see what other customers have to say, and then make a choice based on that sound, firsthand advice.
And sometimes it works that way. But more and more, over the years, what we've seen is "VPN review" websites that are actually just link farms for affiliate programs. Now, there's nothing wrong with affiliate programs - Cryptocloud runs one (sort of quietly, I'd say, but that's just me), as do most all the serious participants in the industry (and quite a few non-serious ones, to boot). Nice way to get the word out, and all that. Decentralized marketing, and so on.
But when those affiliate programs get bundled up into a site that presents itself as an objective reviewer of encrypted routing service (ERS) providers - aka "VPN companies," in the old parlance - the resulting combo is more than a tad unseemly. Because, obviously, these review websites are going to pimp, err "promote," VPN companies that offer the review website the highest payouts for signups - that's pretty obvious, but it's worth repeating: VPN review websites that make money from affiliate commissions are not objective, independent providers of information about EPR/VPN providers.
We first started noticing this years ago, when seemingly-automated "reviews" would show up on certain VPN review websites, stuff that sounded like: "I signed up for {insert generic newly-birthed VPN company name with a high affiliate payout} and they are just great!!!! Super service and always fast!!!!! Never have any problems with the network, it's sure great!!!!!!!" ...ummm, yeah. And when we'd poke at those sites - perhaps suggest they were (inadvertently?) getting hit by spambots filing fake "reviews," they'd get mad. Like... really mad. We didn't get it - why get mad if someone points out spambot submissions? But then... aaaah, yes - affiliate link farms, now it all makes sense.
To be clear, there's still legitimate VPN review websites out there: they tell it like it is, they reject affiliate payouts - or any other kind of "compensation" from VPN companies. They remove spambot review submissions, and any other reviews that are clearly full of shite. But, sadly, those folks are in the minority nowadays. We'll highlight the ones we know - the legitimate ones - here in this thread, as well.
But let's talk about the link farms...
Here's a good example of one that is, at the least, honest about their economic model: vpnservicereview.net. They seem fairly new. We noticed them when they published a "bittorrent friendly VPN service" article that has some, err, really inexplicable inclusions in the list. One of our folks submitted a comment, and then he pointed me at something interesting in the site.
That'd be the "Compensation Disclosure page. Fascinating! Once again, props to the vpnservicereview.net for being honest and upfront about this. But it's still worth quoting from their page, as it basically provides a roadmap for how less honest linkfarm-style affiliate commission "VPN review" websites run their businesses. Here goes...
So, there you go. For actual prospective customers of EPR (aka "VPN service") providers, it's not really clear what value they get by following "recommendations" provided by sites that make their recommendation decisions based on affiliate payouts they receive for promoting certain brands, and not others - or whatever other financial scratch-your-back model is in place. Sure, they've every right to promote brands and to make money - and kudos to the ones, like vpnservicereview.net, who are honest and upfront about it - but what about the customers themselves?POTENTIAL BIAS AND DUE DILIGENCE
The Owner’s opinion about a product or service may be partially formed (consciously or subconsciously) in part based on the fact that the Owner has been compensated or will be compensated because of the Owner’s business relationships with the Providers.
In some instances, the Owner and a Provider will have a business or personal relationship that does not involve the Owner receiving compensation related to products and services mentioned on http://vpnservicereview.net/. However, the nature of the relationship is sufficient to establish a material connection between the Owner and the Provider.
Because there is a material connection between the Owner and Providers of products or services mentioned on http://vpnservicereview.net/, you should always assume that the Owner may be biased because of the Owner’s relationship with a Provider and/or because the Owner has received or will receive something of value from a Provider.
Perform your own due diligence before purchasing a product or service mentioned on http://vpnservicereview.net/ (or any other website).
COMPENSATION
The type of compensation received by the Owner may vary. In some instances, the Owner may receive complimentary products, services, or money from a Provider prior to mentioning the Provider’s products or services on http://vpnservicereview.net/.
In other instances, the Owner may receive a monetary commission or non-monetary compensation when you take action based on the content of http://vpnservicereview.net/. This includes, but is not limited to, when you purchase a product or service from a Provider after clicking on an affiliate link on http://vpnservicereview.net/. {colour added - Pt_jD}
I'd like to suggest two simple rules for those participants in this sub-world of VPN review websites - the sites themselves, and the VPN companies - who make the choice to retain complete integrity. They're really simple:
- 1. If you're a VPN company, never engage in "pay for placement" with VPN review websites. Period. Not directly, via advertising deals that include a "we'll say good things about you, editorially" provision - and not indirectly, via affiliate structures. This isn't hard to do: simply avoid doing deals like this. It's not like such deals happen by accident, and in the case of affiliates who then set up faux "review" websites, it's easy enough to contact them and tell them they're out of pocket with your company guidelines.
2. If you're a VPN review website, brag loud and clear if you run your site without taking any compensation - direct or indirect - from the companies you review. Surely, customers will see that you're far more likely to speak true, and your visitor counts will rise in turn. You won't get those juicy affiliate revenue streams, true - but you'll take leadership with your stance, and people will notice what you're doing.
The sad fact is that many of the so-called "leaders" in today's VPN industry basically got there by gaming the "VPN review" website system. They paid for good reviews, they spammed sites with fake "reviews" written by the company, and - perhaps most seedy - they engaged in orgies of vicious anti-competitor fake review submissions to "muddy the water" and make their own brands (with their pages of fake "good" reviews on the review websites) seem head and shoulders above everyone else.
The real EPR companies, in contrast, were generally busy running their networks, improving their technology, fighting for their customers' privacy, developing new jurisdictional tools... and didn't waste their time spamming review websites, or doing shady backroom deals to get for-pay review websites to promote their brands. Basically, it's either one, or the other: run a real company and spend time doing real work, or play the game of fake VPN reviews, and to hell with the real details of running a secure VPN network.
Sadly, those who ditched real investment in favor of playing VPN review games have generally fared quite well for themselves over time. But we foresee a shakeout; customers are getting wise to the fake review website situation. They aren't so gullible. And, as that happens, review websites - and EPR/VPN companies - with integrity are coming back to the forefront of the industry.
As it should be.
REMINDER: we want to again emphasize that vpnservicereview.net's choice to be open and honest about their compensation structure is laudable, and that we're not at all "attacking" them in this article - there's seedy review websites out there, but nothing we see suggests that vpnservicereview.net is in that category; we've used their language here only as an example, and if anything we want to highlight their honesty in publishing that language publicly as they do.
