Fake business reviews are posts that do not come from a real customer with a real experience. They can be paid for, written by staff, or traded for a favour. They push buyers toward the wrong supplier. You can often spot them if you know what to look for, and you can lower your risk with a few simple checks.
Why fake reviews matter to buyers
A review is a shortcut. You are trusting a stranger who has already dealt with the supplier. If that stranger does not exist, or was paid, the shortcut leads you wrong.
Regulators have taken notice. In August 2024 the US Federal Trade Commission (FTC) put out a final rule that targets fake reviews and testimonials. The rule took effect on October 21, 2024. It lets the agency seek civil penalties from businesses that knowingly break it.
This is a US rule, but many suppliers sell to US buyers or use US platforms. The practices it names are a useful list of what to watch for anywhere.
What the rules say is not allowed
The FTC rule bans writing, buying or selling fake reviews, including ones made with AI tools. It bans offering a reward that depends on a positive or negative review. It also bans reviews from company insiders who do not clearly say who they are.
It covers more than the reviews themselves. A business may not run a site that claims to give independent reviews while it controls that site. It may not use groundless legal threats or intimidation to make bad reviews disappear. It may not buy fake followers or views for a commercial purpose.
Google has its own rules for reviews on Maps. Reviews must reflect a real experience. Paid reviews, reviews from people with a conflict of interest, and reviews given for a discount or free goods are not allowed. A merchant may not pick only happy customers to ask for reviews, and may not discourage negative ones.
Warning signs in the reviews themselves
Look at the pattern, not just the star score. A cluster of five-star reviews posted within a few days is a red flag, especially if the supplier had few reviews before that.
Read the wording. Fake reviews are often vague. They praise the company in general terms but never name a product, a delivery, a person or a problem. Several reviews that repeat the same phrases, or sound like an advert, deserve a second look.
Check the reviewers. A profile with one review, no photo and no history is weaker evidence than a long-time reviewer who has rated many places. Be careful when many reviewers write only about this one supplier.
Look for balance. Real businesses get some mixed reviews. A score near perfect with no complaints at all is less believable than 4.4 stars with calm, specific replies from the owner.
Warning signs around the supplier
Watch for pressure. If a supplier offers a discount for a five-star review, that is a sign they are shaping what you see. Under both the FTC rule and Google's policy, rewards tied to a positive rating are a problem.
Be wary of review pages the supplier seems to control. A "top ten" list or comparison site that always ranks one company first may not be independent.
Check whether bad reviews vanish. If you see a complaint, then see it gone a week later, or the supplier replies with threats rather than answers, treat that as a warning. The FTC rule names intimidation and groundless legal threats as a way to suppress reviews.
A short checklist before you choose a supplier
1. Read the three-star and two-star reviews first. They are often the most honest.
2. Compare at least two platforms. A supplier with strong praise in one place and silence everywhere else needs more checks.
3. Ask for references you can call. Real customers can describe what went right and what went wrong.
4. Check the basics outside reviews: registration records, a real address, and written terms. Do not rely on reviews alone.
5. Start small. A trial order or a short contract limits your loss if the reviews were false.
6. Report what you find. Most review platforms have a way to report a review you think is fake. Use it.
Sources
- US Federal Trade Commission, "Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials," August 2024: https://www.ftc.gov/news-events/news/press-releases/2024/08/federal-trade-commission-announces-final-rule-banning-fake-reviews-testimonials
- US Federal Trade Commission, "The Consumer Reviews and Testimonials Rule: Questions and Answers," November 2024: https://www.ftc.gov/business-guidance/resources/consumer-reviews-testimonials-rule-questions-answers
- Google Help, Maps user contributed content policy: https://support.google.com/contributionpolicy/answer/7400114