Anger brews over Costa Coffee's ‘free drink for good review' offer
The outlet in Potters Bar, Herts, had a sign on the counter that promised customers 'any medium-sized drink for free' if they rated the store a nine or 10 out of 10 on an emailed feedback form.
Mark Shaw, who posted a photo of the sign on X, wrote: 'Costa Coffee, love to hear your thoughts on this. Surely it makes a total mockery of your reviews?'
The official account of the nation's biggest coffee chain replied: 'Ooh that's quite cheeky, drop us a DM so we can chase this up Mark?'
Martyn James, a consumer rights expert, said that customer reviews 'only work if they are given freely, without incentive or manipulation'.
He added: '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.
It is unclear whether the review was posted to be publicly on a review site, or sent internally to Costa Coffee, to be eligible for the free drink.
The incident comes just months after new rules came into force under the Digital Markets, Competition and Consumers Act 2024, making it unlawful to post fake reviews, or to conceal incentives given in exchange for reviews.
Mr Shaw said: '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.
'No harm in telling me and it helps the branch You don't have to give me a free cup of coffee, but maybe that's the way the world works now.'
Dr Jennifer Obaseki, a solicitor specialising in consumer law, said: 'Making the coffee conditional on writing a review can be legally awkward. While no one is likely to sue for a 'lost coffee opportunity', consumer regulators take a dim view of promotions that pressure customers into leaving positive feedback.'
Fines for breaching rule go up to £300,000
Under the Act, any incentive, from cash to free products, must be clearly disclosed to other customers.
Failure to do this can result in large fines, up to £300,000 or 10 per cent of the company's global turnover, whichever is higher.
The Competition and Markets Authority (CMA) guidance warns that concealed incentives can mislead shoppers, and risks eroding public trust in online rating.
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.'
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