Online reviews are meant to help consumers make informed decisions — but not all reviews are created honestly. In fact, a growing number of businesses and individuals are using fake or deceptive reviews to manipulate public perception, boost sales, or harm competitors.
Here are the most common types of fake reviews you should be aware of:
This is the most obvious form of fake review: a glowing testimonial written by someone who never actually used the product or service. These reviews are often created by the company itself, its employees, or even hired freelancers posing as customers.
Their goal? To artificially inflate ratings and convince potential buyers that the product or service is better than it actually is.
Some companies send free products to customers in exchange for a positive review. While this practice isn't inherently unethical, it becomes problematic when the reviewer doesn’t disclose the incentive — such as receiving the item for free or being part of a rewards program.
Even if the review is truthful, the lack of disclosure creates a misleading sense of impartiality. In some cases, there may be an unspoken expectation of leaving positive feedback in return for freebies or future perks.
In a more hostile tactic, businesses or their affiliates may leave false negative reviews on a competitor’s page to damage their reputation. These reviews are often emotionally charged, vague, or exaggerated — and are written by people who never actually interacted with the business.
Some businesses may not write fake reviews, but instead engage in review suppression — the practice of removing or hiding negative feedback from their own website or platform. This creates a distorted view of customer satisfaction and can be just as deceptive as fabricating praise.
While it may keep the brand image intact temporarily, customers often catch on when they notice the lack of balanced feedback — which can backfire by eroding trust.
Review hijacking involves repurposing or misusing reviews for products or services they were never intended for. A common example is when a company takes a listing for an older, well-reviewed product and inserts a new, unrelated product into it — giving the impression that the new item has hundreds of positive reviews.
This manipulative tactic was spotlighted in 2023 when the Federal Trade Commission (FTC) took action against a vitamin company that folded new products into listings for entirely different ones on Amazon. This misled consumers into thinking those newer items had earned the same positive reputation.
Fake reviews come in many forms — from obvious fabrications to subtle omissions. As consumers, it’s important to read critically and look for patterns, context, and reviewer transparency. As a business, staying ethical with your review strategy isn't just the right thing to do — it protects your brand in the long run.
Trust is hard to earn, but easy to lose. Fake reviews may provide short-term gains, but they risk long-term credibility.