As the internet becomes overrun with fake reviews, Amazon and others are trying to combat them.
Amazon, review sites Glassdoor and Trustpilot, and travel companies Expedia Group, Booking.com, and TripAdvisor have announced the launch of a coalition aimed at protecting trusted consumer reviews around the world.
The group, called the Coalition for Trusted Reviews, will look for best practices for hosting online reviews and share how to spot fake reviews. Fake reviews have long been a problem despite the best efforts of online marketplaces. Much of the problem is fueled by brokers who solicit fake customer reviews in exchange for money, free products, or other perks through social media platforms, encrypted messaging apps, and other channels. Brokers can solicit positive reviews to boost sales for businesses or sellers, and they can also solicit negative reviews to reduce sales for competitors.
Last month, Amazon announced that two review brokers in China were sentenced to two and a half years in prison and three years of probation after using messaging apps to promote and sell fake reviews on Amazon sales accounts. The company has filed a series of other lawsuits against businesses it claims did similar things in the past year. The Federal Trade Commission also proposed a new rule last month that would ban businesses from selling fake reviews, suppressing honest reviews, and selling fake social media engagement. If the proposal passes, violators could face penalties.
