Tips for Differentiating Between Authentic and Fake Product Reviews During Black Friday Shopping

You come across an affordable product with thousands of reviews and an average rating of at least four stars. Would you like to add it to your cart?

Maybe yes, maybe no.

During the various sales events like Black Friday, Cyber Monday, and Boxing Day, online customer reviews can heavily influence shopping decisions.

Shreyas Sekar, an assistant professor of operations management at University of Toronto Scarborough, mentioned that although collecting customers’ experiences is democratic, the pool of reviews has been compromised.

PCMag reported that in 2021, about 200,000 individuals participated in a fake review scheme with third-party Amazon vendors.

The vendors offered refunds via PayPal to customers in exchange for five-star reviews, allowing them to keep products for free. Tools like Fakespot, ReviewMeta, and TheReviewIndex help identify potentially fake reviews and adjusted product ratings.

At the International Association of Better Business Bureaus (BBB), customer reviews are vetted for authenticity before being published. Melanie McGovern, the director of public relations and social media, mentioned that generic reviewer names, short vague reviews, or poor grammar can signal fake reviews.

Sekar highlighted that AI-generated reviews are becoming more human-like but can still be spotted with specific indicators. Despite efforts to combat fake reviews, bad actors can circumvent algorithms, causing damage before moving on to new strategies.

Citing a study by Cornell University, BBB emphasized that real reviews focus on product/service descriptions, while fake reviews include irrelevant details. To spot real reviews, look for “verified purchase” labels, check mixed reviews, and observe how businesses respond to negative feedback.

Businesses engaging in influencer marketing or offering free samples for reviews must disclose the relationship, according to Barry Alexander, chief marketing and diversity officer at the Canadian Marketing Association.

Authentic reviews are beneficial for both consumers and brands, aiding in product improvement and enhancing customer experiences.