In our digital world, it’s difficult to take anything at face value any more. The products we see on sites we deem to be reputable or trustworthy are not necessarily as they seem. As consumers, we need to be uber aware of how to spot a genuine product, review and offer. Not just for the sake of saving our money and in some instances identity, but actually to ensure the product is what we’re expecting and is safe for use or purpose. Here, we take a look at how you can spot a fake review.
Why does it matter?
Specifically, it’s important to know whether a review is real or not on reseller sites such as Amazon and eBay. Through these e-commerce platforms, where anyone can sell anything, scammers will often sell illegitimate, fake and even illegal items. Although you would expect greater protections from international corporations, and you will if there is found to be an issue, the reality is they don’t police everything that is being sold. As such, the onus is on us as consumers to know what it is we’re buying.
What to look out for…
Anyone who is being paid (in monetary terms or product) should be transparent about it under the UK advertising laws and standards. In reviews, and on social media posts, for example, this should be clearly stated. However, many don’t. This is either because they don’t know they have to, or because the brands and sellers are asking them not to. But there can be little tell-tale signs. Below are just some of the ways you spot a fake or paid-for review:
- Don’t go by star rating alone: Although star-ratings can be an indicator on general perception of a product, the brand or seller could’ve paid for these reviews which have bolstered the overall star rating. As such, don’t take a star-rating at face value.
- Look for mentions of the actual product: If bots have been used to leave reviews, the reviews will be vague in nature, often not specifying the product or any particular experience. More genuine reviews will generally be a little more balanced in opinion.
- Be wary of brand mentions in reviews: Another tactic used by brands and sellers is to mention brand names to bolster SEO (Search Engine Optimisation) rankings. They’ll mention the brand name to appear higher in search results – another paid-for tactic.
- Look at the reviewer profile: Has the purchase or review been verified? Do they have a review profile and if so, what products are they leaving reviews for? This may help you identify a fake from a genuine review.
- Check the date: If something has suddenly got a lot of reviews, this is something to be wary of.
In addition to checking the reviews, it’s also important to do your due diligence on the seller, especially on reseller sites. Take a look at their profiles and get a general feel for the brand or company by looking to more independent review sites such as Trustpilot, or community forums such as Reddit.
What raises your suspicions with reviews? Let us know in the comments below.
Featured image: anyaberkut, Getty images, Canva
