Last Updated on: 8th January 2024, 05:32 pm
- Survey shows 85% of Brits rely on reviews
- Around a third of these reviews are counterfeit, with an increase expected
- DMCC Act to outlaw fake reviews from April 2024
An overwhelming 85% of the UK population values online reviews when purchasing from a company, a recent report indicates. Alarmingly, it points out that more than a third of these reviews are not genuine, with predictions of a rise in such cases next year.
Compiled by SEO agency It Works Media and fake review detection service TruthEngine®, the report combines survey responses with data on fake reviews. It Works Media highlights the negative impact of fake reviews on both businesses and consumers.
The Digital Markets, Competitors, and Consumers Act (DMCC Act), as referenced in the 2022 Queen’s Speech, will come into effect in April 2024. According to the UK government, 15% of online reviews are fake, but TruthEngine’s research suggests the problem is more extensive. Firms unable to validate the authenticity of a review could incur penalties of up to 10% of their global turnover.
Telltale signs of a brand with fake reviews include matching IP addresses, similar posting times, and recurring themes across numerous reviews. TruthEngine experts also warn that a high volume of reviews can be a red flag.
Furthermore, close to half (48%) of survey respondents stated that negative reviews would deter them from a purchase. The illusion created by fake reviews often leads to customer dissatisfaction and a negative feedback loop for brands.
Only a small fraction of survey participants (0.7%) reported that they never shop online, underscoring the urgent need for brands to enhance their digital marketing approaches.
Steve Pritchard, Director of It Works Media, states: “As consumers value reviews from past customers, any amount of fake reviews means customers could have a negative reaction when their experience doesn’t match their expectations. Setting too high a standard will likely further exacerbate the issue, resulting in more bad reviews and an issue which will likely have a detrimental impact on sales.
“If you believe your company may be at risk of not complying with the new legislation in 2024, then we urge you to audit your current reviews immediately. Then, focus on providing a better customer experience and understand that every one of your competitors will be impacted in the same way, so get sorted early.”
