We’re all familiar with checking online reviews before making a purchase, especially when exciting sales like Black Friday promise incredible deals and discounts. But the pressing question remains: are these reviews genuine? Are they written by real customers who have actually used the product or service, or are they designed to mislead us? In today’s digital marketplace, fake reviews have become increasingly sophisticated, creating an illusion that misleads consumers into buying often faulty products.
The reality behind online reviews
Online reviews are a crucial part of how we make decisions when shopping online. They come in many forms: star ratings, written comments, influencer endorsements, and even numerical rankings. According to a BEUC’s member Which? report, 86% of consumers rely on online reviews. Yet, fake reviews can result in serious financial damage. The UK’s Competition and Markets Authority (CMA) reported that fake product reviews alone cause annual consumer harm between £50 million and £312 million (€600 million and €374 million).
Consumers misled by fake reviews are more than twice as likely to buy low-quality products. A Which? study involving 10,000 participants found a 136% increase in purchases of poorly rated products that featured inflated star ratings and fabricated positive comments.
Many fake reviews come from services provided by “fake review brokers.” These entities create fabricated feedback for a fee, sometimes even asking reviewers to write about products they have only seen in photos or imagined scenarios. Despite the evident harm, regulations to control these practices remain insufficient.
Regulatory challenges and consumer protection
The issue of fake reviews extends beyond occasional misleading purchases. It poses a serious threat to consumer trust and the overall fairness of online markets. Enforcement bodies in the EU and beyond have made strides by introducing guidelines and taking action, but the problem persists. The Netherlands’ Authority for Consumers and Markets (ACM) launched investigations into market participants who sell fake reviews last summer, which can result in fines of up to 900,000 euros per violation.
BEUC’s German member, vzbv found that 27 out of 30 platforms, including major players like Amazon and Apple’s App Store, did not adequately comply with regulations.[1] Websites claiming to verify reviews, such as “only verified buyers can leave reviews,” often fail to explain how these processes work. Instead, information is frequently buried under multiple clicks or hidden in drop-down menus, making it hard for consumers to access the truth.
Following a lawsuit filed by vzvb, the Berlin Regional Court ruled that Apple must better inform consumers that star ratings in the App Store are not verified for authenticity.
Despite prohibitions, fraudulent practices continue. Which? reveals that 25% of the top apps on Google Play and 17% on Apple’s App Store feature fake reviews.
Towards Digital Fairness
Consumer laws in the EU are crucial for protecting shoppers in the digital single market. While stricter rules have been introduced [2], issues with false online reviews remain widespread. Authorities like Poland’s Consumer Protection Authority have enforced these rules effectively; penalising companies for posting fake reviews and ratings, which violate consumer interests and constitute unfair practices. Addressing fake reviews should be a priority for the Consumer Protection Cooperation Network and national authorities, including regular sweeps to detect manipulative practices.
The upcoming EU Digital Fairness Act offers a valuable opportunity to combat unethical digital practices, such as fake reviews or misleading endorsements from influencers. Stricter regulations are essential to help consumers make more rational, well-informed decisions, as they are vulnerable to tactics that exploit the power imbalance in the online marketplace. To address these challenges, consumer laws should incorporate concepts like “digital asymmetry” and “digital vulnerability”. Additionally, online interfaces must be designed to promote a fair consumer journey, ensuring that default settings protect users.
How to identify fake reviews
Still planning to shop online? Here’s how to spot fake reviews, on Black Friday and any other day of the year:
- Look beyond star ratings. A product with five stars may seem perfect, but it may be too good to be true. Read the content of the reviews for signs of authenticity. Sometimes reviews are mixed up between products sold by the same vendor…
- Watch for patterns. Reviews that seem overly enthusiastic, resemble advertisements, or are posted in clusters on the same day could be fake.
- Check reviewer profiles. Are most of the positive reviews from accounts with little to no review history? Trustworthy reviews typically come from frequent contributors.
- Examine the timing. If a string of five-star reviews appears right after negative feedback, the company may be trying to cover up bad publicity.
- Cross-check reviews. Compare feedback on different platforms. If a product has glowing reviews on one site but poor ratings elsewhere, be cautious.
Final advice for smart shopping
Consider shopping with EU-based sellers to ensure better consumer protection and an easier resolution process if issues arise. By staying vigilant and informed, you can avoid falling for deceptive reviews and make safer online purchases.
[1] Based on Art. 7 (6) UCPD, traders must ensure that reviews originate from real consumers, who’ve purchased or used the products.
[2] In 2018, the Unfair Commercial Practices Directive (UCPD) was updated through the Better Enforcement and Modernisation Directive, commonly referred to as the Omnibus Directive. This revision introduced several key provisions, particularly addressing online reviews.