ABSTRACT

Chapter 4 examines controversial practices within TPRS, primarily stemming from organizations attempting to control reviews or digital reputation. Scrubbing, the practice of paying a TPRS to remove negative reviews from an organizational profile, is one of the most controversial practices because it challenges the trust placed in these sites (established in Chapter 2). For users, scrubbing is an unethical response because it fails to use the neoliberal potential of TPRS. For organizations, scrubbing is a way to manage negative or false information, therefore helping their digital reputations. The chapter draws from two (highly publicized) examples of scrubbing and applies Bowen’s digital ethical guidelines. To accomplish this, the chapter also examines how ethical considerations may change internationally. It concludes with recommendations for digital dialogic communication as a replacement for scrubbing.