Keep track of fake reviews online

11/13/2015

Do you rely on recommendations from other consumers when shopping online? Make sure that what you are reading is not fanciful.

Misleading and clean out bogus reviews has become increasingly common online, and they are more often than not connected to questionable web shops that are not afraid to deceive consumers.

All reviews, ratings and recommendations are of course not a bad thing, but how do you know what is what? Here are our top tips:

  1. Listen to the tone of the language. Is the review excessively positive or excessively negative? Fake reviewers have a tendency to exaggerate in either direction.
  2. Does the expressions feel natural? If the review is overly technical and feels more like marketing or copied from a manual, then it is probably exactly this. Ordinary consumers rarely quote a brand name or a full address in his or her review.
  3. Look up the writer. Is the same person reviewing the same product or service in several places, and is the person only writing about a singular brand? This is a strong warning sign, so be on your guard. Pay particular attention if the person has left an unusual high number of reviews within a short period of time.
  4. Pay attention to the details. If you really have experienced a problem with a product, it is probably a minor detail that fails, so if someone writes that a product or service in general is poor – without specifying any closer as to what the problem is – you should become suspicious. And the same is true the other way around; if a review is very generally positive without any details.
  5. Does the writing seem translated? Many fake reviews that target Swedish consumers are translated from English or other languages. Does the language feel disjointed and unnatural? Then chances are that someone has used a simple translation service to get the review to appear Swedish.