Online reviews have become a crucial part of the consumer decision-making process. They help customers gauge the authenticity and credibility of businesses through collective experiences. However, Five-star fraud—the act of fabricating or manipulating reviews—is on the rise. Unscrupulous businesses exploit review platforms to create a misleading image, deceiving consumers into making purchases based on fraudulent feedback.
Understanding these deceptive tactics and identifying which platforms actively combat fake reviews can empower consumers to make informed purchasing decisions.
Consumers Are Concerned About Fake Reviews
Fake reviews are a significant concern among shoppers. According to “The Critical Role of Reviews in Internet Trust” report, many consumers believe that brands censor online reviews, impacting free speech and leading to financial losses:
- 39% of U.S. consumers and 42% of U.K. consumers feel their freedom of speech is at risk due to review censorship.
- 52% of U.S. consumers and 45% of U.K. consumers have wasted money on products due to misleading reviews.
More than three out of five people agree that fake reviews should be removed from platforms. Surprisingly, consumers find review fraud more problematic than politically biased advertising, emphasizing the financial risks associated with deceptive feedback.
In 2019 alone, U.S. consumers lost an average of $125 due to inaccurate reviews. With the increasing sophistication of fraudulent review schemes, this figure is expected to rise significantly in 2025.
Different Forms of Fake Reviews
Fake reviews can appear on both integrated and third-party review platforms. The most common tactics include:
- Purchased reviews: Companies buy positive reviews to boost ratings.
- Negative review suppression: Businesses discourage or remove negative feedback.
- Review manipulation schemes: Organized campaigns aimed at inflating or deflating a company’s reputation.
Notable Cases of Review Fraud
Sunday Riley’s Fake Review Scandal
One of the most high-profile cases of review fraud involved Sunday Riley, a skincare company. The Federal Trade Commission (FTC) found that the company’s CEO directed employees to:
- Leave five-star reviews on Sephora.com.
- Dislike negative reviews to reduce visibility.
- Write contradictory positive reviews to counteract real customer complaints.
This deceptive practice misled consumers into believing they were purchasing high-quality products when, in reality, their perceptions were manipulated.
LendEDU’s Pay-to-Play Scheme
Fake reviews also extend beyond retail. In 2020, the FTC charged LendEDU, a financial product review site, for misleading consumers into believing its rankings were unbiased. In reality:
- Companies paid for higher rankings on the site.
- Reviews were not based on actual consumer experiences.
- Consumers were tricked into trusting recommendations influenced by payments rather than quality.
This type of review fraud is particularly dangerous in financial industries, where consumers rely on recommendations for significant financial decisions, such as loans and mortgages.
The Honey Pot Targeted by Fake Reviews
Not all fraudulent reviews come from businesses. Consumers can also weaponize review platforms. In 2020, The Honey Pot, a feminine hygiene company, became the target of a fake review campaign after being featured in a Black History Month advertisement by Target.
- The company’s Trustpilot profile was flooded with fake negative reviews containing explicit and racist content.
- Trustpilot removed the inauthentic reviews to maintain the integrity of the platform.
This incident underscores how consumers, not just businesses, can abuse review platforms to manipulate public perception.
The Business of Buying Fake Reviews
Fake reviews are easily accessible for purchase. Businesses can buy reviews on various platforms, including Amazon, Google, and Trustpilot, at surprisingly low costs:
- 100 fake reviews for $146 in the U.S.
- 100 fake reviews for $219 in the U.K.
While some platforms employ fraud detection systems, many paid reviews still slip through, deceiving unsuspecting consumers.
Detecting Fake Reviews: How Trustpilot is Fighting Back
At Trustpilot, we maintain an open review platform, allowing anyone with a legitimate experience to leave feedback. However, this openness means we must actively fight Five-star fraud. A fake review is classified as:
- Not representing a genuine service or purchase experience.
- An intentional attempt to manipulate consumer perception.
How Trustpilot Fights Fake Reviews
- Advanced AI algorithms: We use machine learning to detect fraudulent reviews.
- Compliance teams: Human investigators analyze flagged reviews.
- Community reporting: Businesses and consumers can report suspicious activity.
Consumers can help by:
- Checking multiple review sources before making a purchase.
- Identifying suspicious patterns, such as excessive five-star ratings with generic text.
- Reporting fake reviews to platforms to maintain transparency.
Final Thoughts: Protect Yourself from Five-Star Fraud
As review fraud continues to grow in 2025, consumers must stay vigilant. By recognizing fake reviews, supporting transparent platforms, and advocating for stricter regulations, shoppers can make more informed decisions and avoid financial pitfalls.
Trustpilot remains committed to combating fake reviews and ensuring that every star rating reflects genuine, authentic feedback. Stay aware, stay informed, and don’t let Five-star fraud influence your next purchase.
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