How to read online reviews without getting misled
Reviews shape most purchases, and regulators say a share of them are not what they appear. A few simple checks help you separate real opinions from paid ones.
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Before booking a hotel, hiring a contractor or buying a pair of shoes, most people look at what other buyers said. That habit is sensible, but the US Federal Trade Commission (FTC) warns that some companies write, buy or reward reviews, which hurts both shoppers and the honest businesses competing with them.
The FTC has sent warning letters to companies reminding them that posting fake reviews, buying them, or offering incentives only for positive ones can lead to enforcement action and fines.
Why a glowing review is not always independent
The FTC gives a simple example: a friend praising a new pet food online may have received the food for free in exchange for the post, and a five-star hotel may have paid a blogger for a favourable write-up. The law expects reviewers to disclose these connections, but not all of them do, and the link is often invisible to readers.
Checks that take a minute
- Compare several sources. Read reviews on more than one website and notice whether a site or its reviews are independent or sponsored.
- Look at the dates. A sudden cluster of reviews posted over a short period can be a sign they were not written by ordinary customers.
- Remember that fakes can be negative. Competitors sometimes post false complaints, so a single angry review deserves the same scrutiny as a perfect one.
- Look for detail. Credible reviews usually mention specific uses, problems and trade-offs rather than general praise.
- Do not rely on reviews alone. Consumer advocates suggest combining them with expert testing, return policies and your own research.
What to do if you spot a fake
Report it to the platform where it appears, such as Google, Amazon or Walmart. In the United States you can also report it to the FTC at ReportFraud.ftc.gov, adding the words "fake review" in the comments.