InvestigateTV - Fake online reviews have had a worldwide economic impact, costing businesses and consumers $152 billion in 2021, according to the World Economic Forum, a Swiss lobbying group. Yet even with the proliferation of fraudulent reviews, a 2021 study revealed 77% of consumers say they "always" or "regularly" read online reviews "when browsing for local businesses." Squarely in the crosshairs of those billions of lost dollars are small businesses that are now facing online bad actors leaving potentially damaging reviews. The Federal Trade Commission (FTC) is also cracking down on fake online reviews. In an August 2022 press release, the FTC and six states announced a lawsuit against a rental listing platform for paying for fake reviews. Burnett said she and her team couldn't understand why these reviews were coming in bursts – sometimes separated by just a few hours. She said her first thought was a competitor, but as the reviews continued, the posts seemed more coordinated. Up to that point, Burnett's business had a five-star rating on Google, but once the one-star ratings started, her company's rating began to drop. Kay Dean is a former fraud investigator for the federal government and owns and operates the website FakeReviewWatch. Over the past five years, Dean has uncovered thousands of examples of fake online reviews. Screenshot of Isabella leaving another fake review on a Texas dentist office.(Kay Dean/FakeReviewWatch) If possible, try to verify whether the reviewers were actual customers However, Burnett said she believes companies like Google should remove accounts participating in fraudulent activities.
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