Fake reviews
Black hat. Against platform rules or the law. Risks bans, fines and your reputation.
What are fake reviews?
Fake reviews are reviews that misrepresent who wrote them or what they experienced: reviews written by the business or its staff, paid reviews from people who never used the product, reviews traded for incentives without disclosure, and negative reviews planted on competitors.
They appear on Google Business Profiles, marketplaces, app stores and review sites.
Why fake reviews matter
Buyers rely on reviews, which is why regulators and platforms act against fakes. Asking every real customer for an honest review is slower and far safer.
Risks of fake reviews
- Fake reviews are illegal in many countries. In the US, an FTC rule in force since 2024 allows civil penalties for writing, buying or selling them.
- Google, Amazon, Yelp and Trustpilot remove them and can restrict or label the business.
- Exposure badly damages trust in every review the business has.
How to spot fake reviews
- Many reviews posted in a short burst, often after a quiet period.
- Reviewers with one review, or reviews for unrelated businesses in many places.
- Vague praise with no specific detail about the product or visit.
- Repeated phrases across reviews from different names.
- Ratings that are all five stars or all one star with nothing in between.
Fake reviews FAQ
Are fake reviews illegal?
In many countries, yes. In the US, the FTC’s rule on fake reviews and testimonials allows civil penalties, and UK and EU consumer law also bans them. Platforms remove them regardless.
Related marketing terms
Review gatingBlack hat
Review gating is asking customers how they felt first and only inviting happy ones to post a public review, hiding negative feedback.
Review management is collecting, monitoring and responding to customer reviews on sites such as Google, G2, Trustpilot and app stores.
AstroturfingBlack hat
Astroturfing is faking grassroots support: posts, reviews or comments made to look like they come from ordinary people when a brand is behind them.
A testimonial is a short statement from a real customer about their experience with a product, shown to build trust with prospects.
Google Business Profile is a business’s free listing on Google Search and Maps, with its address, hours, phone, website, photos and reviews.