User reviews are extremely helpful, particularly in skincare
and cosmetic products. After all, it's something that covers your face. Your
beautiful face! But when so many of the reviews turn out to be false, how can
you believe what you read?
Skincare agency Sunday Riley decided to settle with the
Federal Trade Commission after just being accused of two years of posting fake
product reviews. Sunday Riley, the eponymous brand's CEO, told employees and
interns to create fake accounts and leave feedback for the company's products,
including some that cost more than $100 on Sephora's website.
Riley also gave her workers step-by-step guidance to use a VPN
to hide their identities while they create fake accounts to submit five-star
reviews while being "very optimistic without looking like a crop,"
according to last year's FTC lawsuit.
Therefore, employees should make a note of other (legitimate) feedback, "dislike" negative reviews, and write reviews to counteract any negative comments. "When reviews come in, read them. If you hear anyone saying stuff like I didn't like" x "about something, give the feedback that means the opposite." a note explicitly told.
What's the punishment for fake reviews? Okay, nothing. An agency must be crystal-clear on who are being compensated to advertise the
company's products and should advise the employees about reporting practices.
The FTC couldn't even decide on the deal, with three Commission commissioners
voting for it and two opposed. According to Fashion Law, the opposing
commissioners stated that the FTC should have opted for a monetary penalty,
claiming this agreement rewards bad actors and damages reputable businesses.
How to Spot Fake Reviews?
The fake Sunday Riley reviews invested in new items to get
more exposure and sales. Generally, all you need to do is to pay attention to
the number of reviews on newly released goods for a fast gut check. "Look
out for newly introduced items with dozens of positive feedbacks," said
Michael Bonebright, market analyst at DealNews.com.
How to Recognize Fake Reviews on Amazon?
The most significant deficiency of online shopping is still
the inability to see the truth of its product.
Many retailers have an early review program, including Amazon,
that correctly labels reviews of new items written by reviewers who are
sometimes gain reward for their efforts. "If you don't see any indications
that a vendor used that service to get those initial reviews, that’s [ a] green
light," he said. It's not like every online retailer will have such a
system, but many major retailers will point out if a reviewer who gets the
first product is willing to review their product.
Wherever you're shopping, search for repetitive phrases and words in a ton of reviews. "Amazon is great at sussing out such fakes, but many other websites are less cautious," said Bonebright.
Or if you're not sure in written reviews, Bonebright advised that you look for a video review that you can watch: "Though these reviewers often receive payment for their review, you could still see the good or service and better explain its true value."
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