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A federal rule banning fake online reviews is now in effect. The Federal Trade Commission issued the rule in August banning the sale or purchase of online reviews. “Fake reviews not only waste ...
Along with prohibiting reviews written by non-humans, the FTC’s rule also forbids companies from paying for either positive or negative reviews to falsely boost or denigrate a product.
On the battlefield of online reviews, it’s AI vs. AI. Generative artificial intelligence that can spit out human-sounding reviews is being met by AI trained to detect fake reviews.
But fake reviews and testimonials have been a persistent problem for small businesses, many of whom rely on recommendations for business. Fake reviews can make it harder for people to trust what they read online and ultimately hurt businesses. In addition, small businesses can find themselves targeted by bad actors who leave negative reviews.
Specifically, the rule bans reviews and testimonials attributed to people who don’t exist or are generated by artificial intelligence, people who don’t have experience with the business or product/services, or misrepresent their experience. It also bans businesses from creating or selling reviews or testimonials.
Indeed, gathering fake reviews has become big business. [2] In 2012, for example, fake book reviews have been revealed as significantly affecting ratings on Amazon. [3] [4] In 2016 Amazon banned the practice of reviewing complimentary products, researchers have shown that the process still continued as of 2021, but without any disclosures. [5]
Online reviews and testimonials are a key way that small businesses can attract new customers and boost sales of products. Fake reviews can make it harder for people to trust what they read online ...
Alternatively, a real user may provide a fake review of a good or service they have not experienced. [11] A 2021 study from University of California, Los Angeles documented large markets where sellers on Amazon purchase fake reviews in private Facebook groups. These reviews increase the ratings and sales of products and are widely used by ...