Fake reviews are the “fake news” of the online business world. They can unfairly boost a business’s reputation or maliciously damage a competitor’s. Regardless of their intent, fake reviews erode trust between consumers and brands, making it essential to know how to identify them.
You might think spotting a fake review is easy, but research shows otherwise. A study by Cornell University found that humans can only correctly identify fake reviews about 50% of the time when shown real and fake reviews side by side. Thankfully, advanced software is being developed to detect fake reviews with up to 90% accuracy, but until review platforms fully adopt such technologies, it’s up to consumers and business owners to recognize the warning signs themselves.
10 Clear Signs to Spot a Fake Review
While no single factor guarantees a review is fake, the following clues can help you spot suspicious patterns and protect your business or consumer choices:
1. Vague or Missing Product/Service Details
Fake reviewers often haven’t actually used the product or service. Their reviews tend to be suspiciously vague, lacking specific descriptions or examples.
2. Sudden Spike in Positive or Negative Reviews
A rapid influx of glowing or scathing reviews within a short timeframe, without any clear reason (like a launch or promotion), may indicate manipulated ratings.
3. Reviews from Unexpected Locations
If reviews come from countries far removed from your business’s location—like a Russian review for a Melbourne restaurant—it could signal inauthentic activity.
4. Reviewer Leaves Only Extreme Reviews
Check if the reviewer’s history shows only all positive or all negative reviews. Such biased patterns often indicate fake or unreliable opinions.
5. Generic Names and No Real Photos
Fake reviewers hide behind anonymous or generic profiles, often lacking genuine profile photos or using stock images.
6. Poor Grammar and Spelling
Many fake reviews originate from overseas content farms and may feature grammatical errors or awkward phrasing combined with vague content.
7. Excessive Use of Verbs and Pronouns
Research shows liars use more self-focused language—too many “I,” “me,” “my,” and verbs—without giving concrete details about the product or service.
8. Overly Detailed Background Stories
Fake reviewers sometimes fill gaps with long personal stories unrelated to the actual experience with the business.
9. Repetitive Phrases Across Multiple Reviews
Watch for repeated catchphrases or templated language in a reviewer’s profile, which may indicate copied or fabricated reviews.
10. Unnatural Account Behavior
Accounts created moments before posting a review, or those that never engage further, show signs of bot-like or fake activity—something platforms like Google monitor closely.
Can You Trust Reviews Anymore?
Despite the risk of fake reviews, genuine reviews remain a powerful tool for consumers and businesses alike. They foster transparency, guide buying decisions, and offer constructive feedback for improvement. At Removify, we champion stronger platform policing to combat fake reviews that harm honest businesses. While no system is perfect, proactive efforts are crucial to maintaining trust in online reviews. When assessing reviews, use the above signs to filter out suspicious ones, and focus on those that offer honest, detailed experiences.
Has Your Business Been Targeted by Fake Reviews?
If you suspect fake reviews are damaging your reputation, don’t hesitate to reach out. We’re here to help evaluate and take action against malicious content so your business can thrive.
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