Fake online reviews are a big problem for consumers and are not easy to spot. It is thought that up to 30% of reviews are fake, so how do you know that the review you are reading is genuine?
The UK Government published research and analysis in April 2023 which found that 11% – 15% of all reviews on e-commerce platforms for 3 common product categories (consumer electronics, home and kitchen, sports and outdoors) are likely to be fake.
Well-written fake reviews distort consumer decision making. Fake reviews on products are detrimental to consumers and cause an estimated £50m – £312m in total yearly harm to UK consumers.
The World Economic Forum believes that fake reviews influenced approximately US $152bn of global spending in 2021 on inferior goods and services.
Consumers rely on user reviews before buying goods and services. Online reviews influence our spending habits and travel plans.
The pandemic has forced less experienced and savvy consumers to shop online, which has exacerbated the trend for fake online reviews.
Fake reviews can be left by people for many reasons. Friends, employees and family may write fake positive reviews in exchange for discounts, refunds or other benefits from the company. This is particularly common in the hospitality industry, where Managers ask you to leave a five-star rating on Google to get a good discount.
Six tips to help you spot fake reviews
- Do not rely on star ratings alone
- Watch out for the red flags
- See if the reviewer is legitimate
- Check for a flurry of reviews during a short time span
- Look out for fake negative reviews
- Read independent product reviews from established sources
Why are fake reviews a problem?
Fake reviews erode customer trust and confidence in buying from sellers online. Fake reviews can also negatively impact good, honest sellers who are being maliciously targeted by unscrupulous competitors.
The Digital Markets Unit and new legislation will hopefully clamp down on fake reviews and subscription traps.
How do companies fake their online reviews?
A fake review could be posted by the company itself, its employees and associates.
This is prolific on Trustpilot and can be detected by looking closely at how many positive reviews are posted, often by reviewers who only have one review to their name.
These reviews are often brief, exaggerated and sound too good to be true with a lack of specific detail.
Do companies post fake reviews?
Some companies write fake reviews in an attempt to improve their reputation and ratings.
You are more likely to find they incentivise others to write fake reviews instead so they can distance themselves and deny any involvement.
Is Trustpilot real reviews?
It varies. I would not solely rely on Trustpilot for legitimate reviews as so many fake reviews slip through the net undetected.
Do your homework. Filter the reviews, check the dates, how many reviews the reviewer has posted and the detail. If it sounds too good to be true, it probably is.
Can Google detect fake reviews?
Google has its own spam detection filters.
Apple and Amazon have similar spam detection systems to filter out overly positive reviews which are likely to be fake.
They are not fool-proof, hence why you have to be on your guard.
Are fake reviews illegal in the UK?
It is illegal for a business to post fake online reviews about themselves or competitors.
Can you be prosecuted for fake reviews?
Consumers who post fake online reviews about a business could be sued for defamation and malicious falsehood by the business owners who are targeted by the fake online review.
Can a company sue you for a bad review?
A company may take legal action for a negative online review if they can prove that the online review is defamatory and the review is likely to cause the company serious financial harm.
How to spot fake reviews on Google
Small businesses encourage customers to post Google reviews as they are more likely to be considered legitimate -v- other platforms such as TripAdvisor.
Companies often look for a quick return by trading in fake reviews to boost their ranking, rather than relying on positive feedback from genuine customers.
Check the reviewer’s profile
Check their past review history, photos and overall score. What is their review pattern like? Is it consistent? Are the photos genuine or from the website?
Read the reviews
Is it over the top? Is the review just a few words on the title and content?
A fake reviewer won’t go into much detail as they have not had a genuine experience.
They only get paid to leave a one-star or five-star rating and not for writing lengthy reviews.
Look out for generic words such as amazing, beautiful, very good / bad, pathetic and so on. Pay close attention to how much effort has been put into the detail overall.
Sellers who incentivise positive reviews often ask for photos and videos. Are the photos genuine or from the seller’s website?
Check the dates
Are there are a lot of positive reviews around the same dates that follow the same pattern?
How many reviews has the reviewer made?
Trustpilot clearly displays it and some will have been made by employees and associates – particularly for online services.
Look for spelling and grammar mistakes
Paid fake reviewers are often not fluent in the English language and are based abroad.
Look for poor spelling and grammar and broken sentences. Does it sound like a genuine experience?
Competitor mentions
A new restaurant or café may have bought fake one-star reviews to trash a competitor’s business.
Mentions of nearby businesses to visit instead are a red flag.
Check the timestamps on reviews
Filter the reviews by ‘Most recent’ and look for timestamps on the reviews.
A flood of positive / negative reviews in 24 – 48 hours are probably fake reviews to boost or lower the overall rating.
Ignore the five-star reviews
Take five-star reviews with a pinch of salt. Filter the reviews and look at lower ranking reviews to see what the general sentiment is.
Look closely at three-star and four-star reviews
These reviews are more likely to be valid and genuine without using gushing positive tones or overwhelmingly negative feedback.
Check most recent ratings
Use the filters to change from ‘default / top reviews’ to ‘most recent’ to get a more reliable opinion.
Buy well-known brands
Buy brands from suppliers you recognise, know and trust.
Look for verified purchase
Look for a verified purchase stamp on a review.
This isn’t fool-proof, as the business can refund someone who has bought the item to indicate that it is a genuine review.
How does Amazon detect fake reviews?
Amazon uses algorithms to detect fake reviews including detecting if a ‘verified purchase’ has been made.
Amazon knows when a flurry of reviews have been lodged and can suspend review activity while they manually investigate any suspicions.
What are the possible consequences of fake reviews?
Consumer trust is affected by fake reviews. Fake reviews can damage a brand or image and destroy consumer trust.
Retailers who distort online reviews are in breach of the Consumer Protection from Unfair Trading Regulations 2008 rules, which bans unfair commercial practices which mislead consumers into making a decision they would otherwise not have made.
It also breaks the laws on advertising codes.
How do you know if reviews are fake?
You have to read what is actually being said and read between the lines.
Is the review a one-off? Does it seem plausible? How many reviews has the reviewer made? Does it go into sufficient detail?
You have to be your own detective and trust your own instinct.
Consumer Rights Act 2015
The Consumer Rights Act 2015 states that goods ought to be fit for purpose, as described, satisfactory quality and last a reasonable length of time.
Private sellers only have to sell items ‘as described’ under the Consumer Rights Act 2015.
You are always entitled to a remedy.
Pay by credit card
S75 Consumer Credit Act 1974 gives you free additional cover for goods over £100 and holds the credit card company jointly liable.
Always pay at least a deposit by credit card. The deposit can be as little as 1p, so long as the total value of the goods is over £100.
Chargeback
You can contact your bank or credit card provider within 120 days of purchase and raise a chargeback in the event of a dispute.
This in effect reverses the payment while the transaction is being disputed.
You have to push hard on this and cite ‘breach of contract’ under the Consumer Rights Act 2015, as first attempts are often rejected.
Purchases via debit cards fall under a voluntary scheme for chargebacks.
Consumer Contracts Regulations 2013
Online purchases can be cancelled at any time from the moment you place the order for non-perishable and generic goods that are not bespoke.
You have a 14-day cooling off period after taking ownership of the goods to change your mind and return the goods for any reason.
You then have another 14 days from the date you notify the seller of your intention to return the goods.
The seller is liable for return costs if the goods are faulty. If you have simply changed your mind, it’s at the seller’s discretion and T & Cs.
Have you been caught out by fake online reviews? Do you think the new legislation will make a difference?