Technological advances can significantly alter consumer behavior patterns. The proliferation of the Internet and personal mobile devices has allowed unparalleled access to information and to individuals worldwide sharing common interests or concerns. Many individuals today provide user-generated content online, communicating through technology in a form of electronic word-of-mouth (eWOM). Often, eWOM occurs through unsolicited consumer assessments of products, services, brands or companies. These evaluations can be positive or negative and may influence purchasing decisions, content sharing and other consumer behaviors. In the United States, several consumers have had to defend themselves against legal action after posting negative reviews warning others to avoid particular companies. This paper provides an appraisal of key elements in the development of eWOM communication and briefly reviews modern legal cases stemming from consumer online comments.