A lot of of buying choices are based on reviews from TripAdvisor, Amazon, etc.. Some of these are fake. One journalist highlighted the problem by writing fake restaurant reviews for his garden shed. He managed to get his shed the top rating for any London restaurant!
Online companies make efforts to detect fake reviews, but tricksters improve their skills. No-one has yet won this war so if you’re buying something important you need to think about whether you can trust the reviews. How can you tell if they’re fake? There are tips in the articles linked below. But first…
You might want to speed things up with automated tools. Paste the web address into the box and they’ll run tests and give it a rating. (NB: These sites were recommended in the CNBC article linked below but I also ran VirusTotal over them and they tested clean).
FakeSpot.Com handles TripAdvisor, Amazon and a couple of other sites.
ReviewMeta.Com gives you a lot of information and explanation as to how the figures are arrived at. It seems to handle Amazon only.
You’ll need to get used to these tools. Running the same web address through both will give you a good comparison. Perhaps one of them is often more negative than the other. Test a few products or services that you’ve been happy with and where you’re confident that the rating is accurate. Remember this isn’t an exact science. Try pasting this link (to a Galaxy S9 Glass Screen Protector) into both engines:
https://www.amazon.com/dp/B07B9W9DN8/ (the address comes from the BuzzFeed article linked below)
Amazon currently shows only 2 reviews, while at the time of writing Fakespot shows 642. This probably means Amazon have recently taken down nearly all the reviews, and Fakespot are displaying the result of a test they ran earlier. The ReviewMeta result agrees with Amazon, listing only two reviews. Here’s another one with less extreme results: https://www.amazon.com/gp/product/B074SJV133/ref=oh_aui_detailpage_o02_s00?ie=UTF8&psc=1#customerReviews
Both sites show an adjusted score after removing the reviews they think are fake. If you’re using the sites to help you make decisions, use your judgment to decide how much you’ll rely on the adjusted scores.
Perhaps you want to do the job yourself instead of using the online checkers. The consumer magazine “Which?” provides tips on what to look for: The facts about fake reviews. Which? also check on customer reviews when they write up articles on individual products. You may be able to find Which? at your reference library. Here’s a direct link to the podcast from the article: Alex Neill, Which? Managing Director of Home Products and Services, on Nick Ferrari’s LBC show to discuss fake reviews
This Daily Mail article refers to a claim by Fakespot, and also include a statement from TripAdvisor in answer to it:
‘One in three TripAdvisor reviews is fake’: Hotels are accused of trying to manipulate their ratings on the site by paying third parties to give five-star write-ups and rubbish their rivals (Daily Mail)
Buzzfeed: Inside Amazon’s Fake Review Economy
Reply All Podcast #124: The Magic Store This 2018 podcast is about one woman’s experience with an unsatisfactory product she bought on Amazon. It goes deeper into the methods some merchants use to get unfair advantages on Amazon. Please note:There is occasional swearing in the ReplyAll podcast series and if you are culturally conservative you may find some of the conversation offensive.