The Competition Authority in the UK has promised to take strong action against fake reviews, after they have initiated investigations into companies such as Just Eat and Autotrader.
The UK Competition Authority (CMA) states that 90 percent of consumers use reviews when shopping online, and that reviews play a major role in the country’s online shopping, which is worth over £200 billion.
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According to recent research from the technology company Truth Engine, up to 50 percent of online reviews are fake.
The CMA states that its latest crackdown on companies is part of an escalation towards fake and misleading reviews, as more and more consumers rely on feedback from other customers when shopping online.
Emma Cochrane, director of consumer protection at the CMA, says to the Press Association:
“It is very important that consumers can trust the reviews, because we know that nine out of ten of us depend on them when we shop. Online shopping in the UK is worth billions of pounds a year.
“It is crucial that consumers have confidence when they shop online.
Here is the CMA’s advice for detecting and avoiding fake reviews:
– Read the reviews
Consumers are often tempted by five-star ratings without actually reading what people write about a product or service.
“You would be surprised how many reviews sound dubious, are extraordinarily vague or even completely unrelated to the product they supposedly recommend,” writes the CMA.
– Pay attention to AI-generated reviews
Artificial intelligence can be used to make fake reviews sound fluid, polished, and highly compelling.
“If a review seems a little too slick, reads like it’s perfectly crafted, or uses very similar wording to others, it may not reflect a true customer experience,” the CMA warns.
– Look at the other rankings
Also look beyond the five-star ratings.
Three- or four-star reviews are less likely to be fake, and they can be more helpful in providing a genuine overall rating.
– Check out more websites
By looking at several different websites, consumers can spot patterns and get a more consistent picture.
– Check out a few different review sites. If you see the same types of reviews over and over again, they are more likely to be fake,” says Cochrane.
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