Tech Giants Join Forces to Combat Fake Reviews Menace


In a significant move against the proliferation of fake reviews, major online platforms including industry giants Amazon,, Expedia, and Tripadvisor have formed a united front. This coalition, which also includes workplace review site Glassdoor and review platform Trustpilot, is pooling resources to tackle the escalating issue of fraudulent reviews.

The concern stems from the rising use of chatbot-like AI systems employed to generate spurious online reviews for financial gain. These fabricated evaluations not only tarnish a company's reputation but also mislead consumers into purchasing subpar products and services.

A recent government report shed light on the alarming extent of the problem, revealing that counterfeit product reviews alone could cost UK consumers approximately £312 million annually. It further disclosed that up to 15% of all reviews across e-commerce platforms in prevalent product categories, including consumer electronics, home and kitchen, and sports and outdoors, were likely fraudulent.

The UK government aims to leverage the forthcoming Digital Markets, Competition, and Consumer Bill, currently under parliamentary consideration, to combat the buying, selling, or hosting of fake reviews. In tandem, the Federal Trade Commission in the United States is proposing similar measures.

As the influence of AI continues to grow, a potential arms race looms between counterfeit review perpetrators and retailers. While some members of the newly formed coalition, dubbing itself the "Coalition for Trusted Reviews," are already utilizing AI to identify fake reviews, this technology could also streamline the process of generating large volumes of convincing yet deceitful evaluations.

The cross-sector alliance will combat fraudulent reviews by:

1. Establishing industry-wide standards to identify fake reviews.

2. Sharing best practices for hosting and moderating online reviews.

3. Exchanging intelligence on companies peddling fake reviews and enterprises attempting to leverage them for enhanced reputations.

Dharmesh Mehta, Amazon's Vice President, emphasized the global nature of the problem, affecting numerous industries. He stated, "Through greater collaboration and sharing across industries, including information on fraudsters' tactics and how they operate, we can more effectively shut down fraudulent review activity, deter other bad actors from attempting to game our systems, and protect more consumers."

In 2022, travel booking site Tripadvisor identified a staggering 1.3 million fake reviews on its platform. Becky Foley, Vice President of the platform, highlighted that fake review authors often operate in regions lacking a legal framework to combat fraudulent activity, underscoring the vital importance of robust cooperation.