Too good to be true? It could be a fake review

September 18, 2024

Many of us put our faith in online reviews when deciding what to buy. Whether it’s a fancy restaurant booking, the latest kitchen gadget or hiring a carpet cleaner, we get drawn to the customer reviews in making up our minds.

But what if the review is a sham? It might not even cross your mind that such reviews could be false. Unfortunately, fake reviews are common and can be misleading. It’s important you know the signs to look out for when doing your business online.

Spot a fake review

Fake reviews are tricky to spot. They are cleverly written, so it can feel as if they are written by a genuine customer. There are certain telltale signs to look out for which can help you recognise one:

1. An unusually high number of positive reviews
   If a product or service has an unusually high number of positive reviews compared to others, be wary. Products and services with authentic reviews are more likely to have a mix of feedback and ratings.
2. Look at the language
   Does the language seem genuine? Take your time to fully read the wording. Does it sound unnatural or overly repetitive? Lots of exclamation marks and capital letters throughout the review can be a sign the reviewer is trying to hype it up. If a review reads more like marketing speak, you should dig deeper.
3. Check the reviewer’s previous posts
   Before trusting a review, investigate the reviewer’s account. Have they left previous posts? Some websites allow you to view other reviews posted by individual consumer accounts. Check for similarities in the language and ratings used by them across their reviews. A lot of duplication could indicate bogus reviews.
4. Reviews with 5-star ratings only
   Make sure you doublecheck to see if there are other reviews of the company on other websites or platforms. Remember, be wary if it looks too good to be true.

Do your research

If you come across a top-rated product or service with reviews that appear genuine, you should always test the information. Research other consumer forums online and social media for more reviews or feedback about the product/service. This is especially important if you are planning a big spend.

Report fake reviews

You should contact us if you feel an advertisement review is misleading or false. We are responsible for enforcing the rules around business advertising in Ireland. This includes the misleading use of fake reviews online.

Find out more about misleading advertising.

 

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