In the UK, Amazon.co.uk has announced a campaign to “portray itself as ‘open and honest’ in a mainstream media drive to counter consumer uncertainty about purchasing goods on the web,” according to a report by Richard Cann for Brand Republic. Cann explains, “Looking to avoid the trust issues that have plagued online rivals such as eBay, Amazon has hired Brave PR to handle consumer PR . . . .” Says Cann, the effort will “stress Amazon’s approach to online retail, which it says is epitomised by its genuine customer reviews. ” Mel Burr, who “leads” the account at Brace PR, says, “The theme of the campaign will be that Amazon tells it like it is.”