What Can We Do About Fake Reviews?

Business Daily

If you have ever bought something in an online shop or been to a restaurant, chances are you’ve read a review for it, apparently written by a customer. And chances are you’ve also spotted more than a few suspicions ones, which stand out for their unqualified and lavish praise while being unusually free of personal details, or perhaps because they appear as a diatribe of awfulness designed to put you off forever. Who wrote those? In fact, there's a whole industry surrounding fake reviews - and it matters because more and more of us are buying things online and relying on other people's online advice to make the right choice. Freelance journalist Oobah Butler talks to us about his entire fake restaurant in London, James Kay, at review site Tripadvisor, tells us how they try to weed out inventions such as Oobah’s and brand reputation consultant Simon Wadsworth lays on tips for consumers and businesses.

(Picture: Customer review rating. Credit: Getty)