The internet has made it easier than ever for consumers to research products and services before making a purchase. However, this convenience has also come with a downside: the proliferation of fake reviews. Fake reviews are designed to deceive consumers and manipulate their purchasing decisions. They can be written by businesses themselves, by competitors, or by third-party companies that specialize in generating fake reviews. The problem of fake reviews is more serious than you might think.
According to a study by the University of Southern California, up to 40% of online reviews may be fake. This means that consumers are at risk of making poor purchasing decisions based on inaccurate information. In response to the problem of fake reviews, the Federal Trade Commission (FTC) has proposed new rules that would ban the use of fake reviews and testimonials. The proposed rules would apply to all businesses that sell or market products or services online. This proposal would require businesses to take steps to verify the identity of reviewers and to ensure that reviews are not incentivized or compensated. Businesses would also be required to remove reviews that are found to be fake.
This is a welcome development for agencies like ours. We help businesses protect their brands from counterfeiting, infringement, and other forms of brand abuse. These rules would make it easier for us to identify and remove fake reviews, which would help to protect businesses’ brands.
The proposed rules are still in the comment period, which means that the public has an opportunity to provide feedback. If you are concerned about the problem of fake reviews and overall fairness within the marketplace, you have the opportunity to submit a comment to the FTC at the ftc.gov website.
How to Spot Fake Reviews
There are a few things you can do to spot fake reviews:
1. Look for reviews that are too good to be true. If a product or service has a perfect rating with hundreds of reviews, it’s likely that some of those reviews are fake.
2. Check the reviewer’s profile. Look for reviews that are all from the same product or service, or that are all written in a similar style. These reviews may be from a fake reviewer who is trying to game the system.
3. Look for reviews that are obviously biased. If a review is full of superlatives or contains personal attacks, it’s likely that the reviewer is biased and their review should be disregarded.
The problem of fake reviews is a serious one for businesses and consumers, but there are steps you can take to protect yourself. By being aware of the signs of fake reviews and by submitting comments to the FTC, you can help to make the online marketplace a more fair and transparent place for everyone. The fight against fake reviews goes on. Read more directly from the FTC here!
ThornCrest supports brands with a rare combination of revenue growth and legal business expertise. We take a holistic approach to provide tailored Brand Protection and Brand Expansion services to emerging and established brands around the world. ThornCrest helps with expansion into new retail and e-commerce channels, protection of brand assets through trademark and patent enforcement, and product development and operational execution. Founded in 2013, ThornCrest is based in San Diego, CA and Charleston, SC.
ThornCrest is a brand expansion, brand protection, and brand enforcement company working in partnership with premier brands globally. We work collaboratively with your internal and existing team to create a seamless and efficient sales and marketing organization.