Before You Write A Fake Review, You Should Know The Potential Consequences

In our culture of online shopping, reviews have become a pivotal reference point for products we can’t try on, test out, or touch before buying. But like many other internet-related topics, online retailers have become inundated by spam, AI, and various forms of fake reviews.

The FTC steps in

A new rule was announced earlier this year by the Federal Trade Commission that called for a fine of up to $51,744 for buying, selling, or writing fake online reviews. That rule is now being implemented, so consider this fair warning if you had any plans to engage in such shady business.

Here are a few types of fake reviews specifically prohibited by the federal agency:

• Ai-generated content
• Testimonials from employees, relatives, or friends without a disclaimer
• Misleading celebrity endorsements

It’s also now off limits for a business to suppress negative reviews or promote positive reviews it should have known was fake.

Big Tech gets involved

The issue has also fueled some action from within the private sector. Google recently rolled out a new policy that temporarily precludes businesses from receiving new reviews after a fake review is identified on a Google Maps profile.

Firefox offers a feature on its web browser that is designed to identify dishonest or fake reviews.

But the FTC clearly believes its regulatory might is needed to make a more significant impact on the problem.

“By strengthening the FTC’s toolkit to fight deceptive advertising, the final rule will protect Americans from getting cheated, put businesses that unlawfully game the system on notice, and promote markets that are fair, honest, and competitive,” explained FTC Chair Lina M. Khan in a statement announcing the change.

Chris Agee October 24th, 2024

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