Fake reviews can be difficult to spot. They may look like genuine customer reviews, but there is often more to them than meets the eye.
The seller might give here their product away to the reviewer or reimburse them for writing a positive review. The seller might offer additional incentives to reviewers.
Fake reviews can sometimes be completely fabricated by someone who’s never used, bought, or seen the product.
Which? has conducted a series of investigations into fake reviews, exposing the varied ways sellers and services artificially promote their products in ways that can mislead consumers.
Here are some top tips to spot fake reviews
Fake reviews don’t always make sense. Often, it’s more about patterns than a single review. To determine if you should be concerned or confident that you have made an informed purchase, there are many things to look for.
It’s possible to fall for it if it seems too good to be true.
A healthy dose of skepticism can help you to avoid fake reviews. You should be cautious if a product has a high number of reviews, especially if they are positive.
Check the dates. The seller may have used Facebook groups to encourage positive feedback.
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Be extra cautious when buying unknown brands
Many small brands you don’t recognize could be legitimate start-ups looking to reach a large market. Others attempt to make quick buck to get to the top. We have seen fake reviews of brands that we don’t recognize, and it is often difficult or impossible for us to get in touch to learn more.
If the brand is not familiar, you can check online to verify that it has a website with clear contact details. To see if they respond quickly, you could also call or email the seller.
Pay attention to the comments
Do not be seduced into buying a product with a high overall rating. Instead, read reviews asking the following questions:
- Is the review rated extremely highly on five-star ratings?Think about how likely it is for so many people to find the product ‘perfect’. Does the reviewer go overboard about the product? This
- may seem natural for some, but it should be avoided if it is a regular occurrence.
- Is the review filled with lots of photos?This is a common request by sellers who want to encourage positive reviews.
- Is the review specific about the product’s experience?Keep an open mind and be on the lookout for unusual things.
- Be aware of suspicious language
It’s possible that it looks like an infomercial.
Also, be on the lookout for reviews written in capitals with strange formatting or no punctuation.
Do the reviews actually reflect the product?
We found evidence that Amazon reviews are merged in our fake reviews investigations. This is where reviews for completely different products are listed under the product we are looking at.
Be especially cautious if you find evidence that the seller has deliberately altered the product listing in order to make it more attractive to buyers.
See the negative reviews
Negative reviews can prove to be eye-openers. Negative reviews can be eye-openers. Some may complain about product failures over time. Others might have negative opinions about the design or feel. They might also cite problems with customer service or delivery.
However, it could be a sign of trouble if there is a lot of negative reviews or if you are constantly critical of the quality of the product. You should be looking out for evidence that reviews may be incentivized with a gift card, partial refund, or other incentives.
Also, be aware of patterns. It’s possible that sellers are trying to erase bad reviews and get lots of positive ones.
You can also check customer feedback to gain insight into how customers found the service.
Be aware of admitted bias
Why are they reviewing the book if they haven’t read it, used it, or been there?
People would rather wait to test something before they recommend it or discourage others from purchasing it.
Sometimes, reviewers will promise to update or change their review after they have tried it. But that is almost always a lie.
Verified purchases are recommended
Although they are susceptible to being influenced by sellers and other people, verified reviews can be confirmed that the product was purchased through the marketplace. The marketplace can’t verify that reviews are verified.
Most marketplaces will display a verified buy’ or similar next to the name of the reviewer.
See what other items the reviewers purchased
Clicking on the account will allow you to view other reviews about products and services. This will help you determine if the review is genuine.
Reviewers might get the products in return for good reviews if they have bought many similar items or lots of completely unrelated items.
You can use your judgment depending on the product. It’s unlikely that one person would need to purchase five batteries and have all been positive about them.
A person who is trying to be a vegetarian will likely have reviewed five cookbooks and given feedback.
Make use of an online tool
You can check fake reviews online using the two online tools provided.
Fakespot and ReviewMeta both allow you to copy and paste a product’s URL into the site.
The reviews are then analyzed for signs of fraud.
Is it possible to spot a fake review?
To find out if you are able to distinguish a genuine review from a hoax, take our quiz.
You can usually report or flag a review that you believe is false to the marketplace.
The marketplace will be notified and may investigate why the flagged item was flagged.
- Amazon attaches a “report” button to every review. You can also email Amazon to report any issues.
- Select the “See all reviews” option on eBay’s product reviews section. You can report any review by clicking the small exclamation mark symbol located under each review.
- Trustpilot allows you to report any review by placing a flag symbol next to it
- Know your rights as a consumer
You can cancel or return an order if you feel you have been misled.
You have the right to cancel your order at any time, starting from the time you place it and continuing for 14 days after receiving the goods.
The seller will then give you another 14 days to cancel the order and return the goods. Read more on online returns rights.
You have less rights if you buy from an individual. However, misrepresenting goods is not allowed. It can be difficult to get it right.
