Deceit has hit peer-to-peers reviews.
Some businesses are now writing so called “peer reviews” or producing fake “customer-generated content” lauding their own products.
Apparently, this not an isolated occurrence. It happens enough that next year the European Union will introduce consumer protection laws to battle it. Those that post fake reviews will get “shamed and named” and some will face criminal prosecution.
The most recent issue of Travel + Leisure magazine (Sept. 2007) provides some tips for spotting fakes. Here are a few examples:
- Beware of ad-copy clichés like a hotel review that says it offers “affordably elegant serenity.” Customers don’t speak or write like that.
- Watch out for vague praise, actual guests mention specific events.
- Name dropping of features like Kiehl’s products in the bathroom. Real guests tend to tout the experience not the product.
