Watch out for fake reviews this Black Friday

Millions of us will be searching for bargains ahead of Black Friday later this week. But watch out – one in seven online reviews is fake, government figures show.

If you fall for these false testimonials, you might waste money on poor or even dangerous products.

Spotting fake reviews

Spotting fake reviews can be tricky – keep an eye out for these tell-tale signs:

• vague language that lacks personal detail, e.g. “Excellent product. Very good quality.”
• same phrases used as on the product’s website
• poor spelling or grammar
• inconsistent review patterns, like multiple reviews on one date

It's also a good idea to check multiple review platforms like Google, Trustpilot and Amazon to get a well-rounded view. Social media can also be helpful, like brands’ pages and profiles or forum threads.

Focus on mid-range reviews

Experts recommend steering clear of both five-star and one-star reviews, as these extremes often hide the most fakes. Instead, focus on three or four-star reviews, where customers tend to offer more balanced feedback.

Dig deeper into reviewer profiles

Before trusting a review, take a look at the reviewer’s profile.

Check if their location matches the product and look for overall review patterns – users who only give five or one-star ratings to products may have had an incentive for the rating they’ve given, e.g. a discount or gift.

Genuine recommendations usually include more detail. So, take a moment to read them carefully before you hit 'buy'.

The rise of AI

AI-generated reviews are on the rise, affecting both big and small companies. Amazon blocked 250m fake reviews last year, despite claiming to have a zero-tolerance policy.

Luckily, a new law aiming to ban fake reviews and hold companies responsible for tracking them will come into force in April 2025. This should hopefully mean fewer fake reviews around.

Safely bag a Black Friday bargain

Fake reviews aren’t the only thing that can stand between you and a potential deal.

Discounted item on second-hand marketplaces or an unbelievable bargain on a website you’ve never heard of could also be red flags.

Stay safe and learn how to spot different types of scams while scoring all the real Black Friday deals.