Fake online reviews may be more of a problem than we think. In fact, they've become so commonplace that last year the UK's competition watchdog, the Competition and Markets Authority (CMA), launched an investigation into whether online giants Amazon and Google are taking adequate action to protect consumers from bogus reviews posted on their websites. The investigation is ongoing. While it's good to know that websites themselves are taking action to tackle the problem, what else can you do when you shop online to make sure that the reviews you're accessing are the real deal? To help you tell a genuine review from a potential fake, we asked the experts for their top tips to spot a fake review. The CMA also says it's worth looking beyond 5-star reviews of a product or service: "A reviewer might knock off a star because the product was delivered a day late or the colour was slightly different to what was advertised but be happy otherwise," explains Jon Riley, CMA director of consumer protection. "If their gripe doesn't matter to you, then you can be safe in the knowledge that the rest of their review is likely to be genuine too." the pros and cons of buy now pay later If you have the time, it pays to read reviews of the same product on several different websites. "We all have our go-to website or platform when it comes to reading reviews, but it's always a good idea to check out what people are saying elsewhere, to make sure you're getting a similar story," Riley advises. How to report a fake review Now that you've identified an inauthentic review, what can you do about it? Both Google and Amazon allow you to report fake reviews directly to them. For Google reviews, go to Google Maps, click on your business profile and find the review you would like to report. Click more, then 'Flag as inappropriate'.
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