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Legal steps could be taken against the giants if CMA determines those claims to be false. Both businesses claim to have sufficient resources and policies in place to prevent fake reviews from being published. Most recently (June 2021), the Competition and Markets Authority (CMA) in the United Kingdom has launched an investigation into whether Amazon and Google are doing enough to prevent fake reviews from being published on their sites. Public calls have been growing stronger, demanding that review sites be held accountable for publishing fake reviews. Unfortunately, the tools do not work on most other websites that show customer reviews. Tools like Fakespot and ReviewMeta can help spot fake reviews on shopping sites like Amazon. Since few sites restrict users to reviewing only items they have actually purchased, it is difficult to know if a customer is real, has actually used the product they are reviewing, and is giving honest, unbiased feedback about the product or services being reviewed. 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. In 2012, for example, fake book reviews have been revealed as significantly affecting ratings on Amazon.

Indeed, gathering fake reviews has become big business. Abuses akin to ballot stuffing of favourable reviews by the seller (known as incentivized reviews), or negative reviews by competitors, need to be policed by the review host site. The reliability of customer reviews has been questioned.

These methods are still in existence today although internet review sites have grown significantly in recent years. The reviews may themselves be graded for usefulness or accuracy by other users.īefore the advent of the internet, methods by which customers could review products and services included customer comment boxes and customer service helplines. There are also dedicated review sites, some of which use customer reviews as well as or instead of professional reviews. Customer reviews are a form of customer feedback on electronic commerce and online shopping sites.

JSTOR ( March 2011) ( Learn how and when to remove this template message)Ī customer review is an evaluation of a product or service made by someone who has purchased and used, or had experience with, a product or service.

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