For most people, online reviews are an essential part of making a buying decision. In fact, just 4% of people claim they never read customer reviews, showing just how important they are. This is especially true in a digital landscape increasingly affected by fake online reviews.

And as you would expect, criminals and scammers are ready and waiting, using reviews to defraud online shoppers. For consumers, learning how to spot these fakes and safeguard against scams is essential for making informed, confident purchases.

Why do scammers create fake reviews?

Fake reviews can artificially inflate a product’s reputation or unfairly damage a competitor. They are often used to manipulate ratings, mislead customers, and drive sales for counterfeit products. 

So how do you spot a fake review?

1. Check the review dates

A sudden surge of positive (or negative) reviews within a short timeframe can indicate a coordinated campaign of fake feedback. This is particularly true for products that aren’t new as authentic products typically accumulate reviews steadily over a longer period of time.

2. Look for repetitive or similar language

Fake reviewers often use similar phrases or wording, sometimes because they’re given scripts or incentives – they are effectively told what to say. This issue is even more commonplace as scammers turn to AI to quickly create thousands of realistic sounding reviews. If you notice multiple reviews using the same language or structure, be skeptical.

3. Beware of excessive praise or criticism

Genuine reviews tend to be balanced, mentioning both positive and negative aspects of the product or service. If a review sounds like an advertisement or is excessively positive (or harsh) without providing specific details about why the product is so good/bad, it may be fake. Just like every other online scam, “if it sounds too good to be true, it probably is”.

4. Verify the reviewer’s profile

Click on the reviewer’s username where possible. If they’ve only ever reviewed one product, or their profile is filled with only five-star reviews across a range of unrelated items, this suggests the account is being used by scammers to post fake write-ups.

5. Look for verified purchases

Many platforms highlight reviews from verified buyers, indicating these people have bought and used the product. Verified reviews are more trustworthy than feedback from users who haven’t actually purchased the product or service.

6. Examine the specificity and detail

Genuine reviews usually provide specific details about the buyer’s experience, explaining what worked, what didn’t, and why. Vague, generic, or overly dramatic reviews are more likely to be fake.

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How to protect yourself from online review scams

There are a few steps you can take to avoid being deceived by fake online reviews:

1. Look beyond the star ratings

Star ratings provide a useful at-a-glance summary of a product. But instead of trusting the overall score, read several individual reviews. Pay close attention to the three and four-star reviews, which often provide more nuanced and honest feedback.

2. Use trusted, independent review websites

Sites like Trustpilot invest heavily in detecting and removing fake reviews. They also operate independently of the retailer to keep reviews unbiased. This ensures that reviews are only left by genuine customers with real-world experience of a product or service.

3. Use review analysis tools

Tools like Fakespot and ReviewMeta can automatically analyze reviews for authenticity, highlighting suspicious patterns or likely fakes.

4. Research the brand

For unfamiliar brands, check if they have a legitimate website with clear contact details (a legal requirement in many territories across the world). Try reaching out with a question. You should be wary if the company is slow to respond or fails to answer your questions properly.

What next?

AI is helping to improve trust in online shopping, but fake reviews are likely to persist for some time. With vigilance and the right strategies, you can minimize your risk of being scammed. By checking reviews for authenticity, checking independent review sites, using scam detection tools, and protecting your personal information, you will be able to make smarter, safer purchasing decisions.