True or false? How fake online reviews are concerning businesses

Online reviews can influence customers' decisions when purchasing products or services, but businesses and consumer organizations claim that some reviews are fake, causing confusion and disappointment for customers. Charlotte Ashley, owner of Trident Booksellers and Cafe in Halifax, has experienced the consequences of fake reviews firsthand. She has received requests from customers for items her business does not carry, leading to dissatisfaction.

The issue of fake online reviews is not a new problem, according to a report by the Canadian Anti-monopoly Project. The report suggests that there is a market for creating fake reviews on popular platforms like Google and Amazon, which harms three groups: consumers who may be misled, honest sellers who face a disadvantage, and platforms that risk losing consumer trust.

Emily Osborne, a fellow at the Canadian Anti-monopoly Project and a policy researcher at the Canada Shield Institute, explains that fake reviewers can be recruited through various channels, such as social media groups. One method is offering a free product in exchange for a positive review. However, companies like Amazon have taken steps to remove fake reviews from their platforms.

A third-party seller could potentially pay reviewers to post a five-star review for a product, even if it is not something the business usually offers. For instance, Ashley mentioned that customers might request a mushroom quesadilla, an item that Trident Booksellers and Cafe does not serve.

Kay Dean, a U.S.-based consumer watchdog and founder of Fake Review Watch, highlights the enormity of the problem. She claims that the marketplace for fake reviews is extensive and easily accessible. Dean has found businesses bartering and trading reviews with one another on social media, as well as marketers and search engine optimization companies with networks of profiles posting negative reviews.

The exact number of fake reviews online is challenging to determine, but a 2023 report by the U.K. government found that 11 to 15 percent of all reviews for consumer electronics, home and kitchen, and sports and outdoors products were likely fake. The report also revealed that well-written fake reviews can distort consumer decision-making, with consumers 3.1 percent more likely to buy a product.

Experts suggest taking precautions when shopping, such as being cautious about flawless ratings and relying on word-of-mouth recommendations. Global News encourages readers to add them as a preferred source on Google to see more of their stories in search results.