Consumers overwhelmingly expect the reviews they peruse on Amazon, Yelp, Google and other review sites to be trustworthy, neutral and objective. But this reasonable expectation is frequently thwarted by the efforts of aggressive marketers who pay third parties to create phony reviews in exchange for compensation or incentivize existing good customers to leave reviews with discounts or free products or services.
These deceptive practices — termed “opinion spam” or “sock puppetry” — are a form of information pollution with multiple victims. Opinion spam blinds the consumer to the truth and poisons the reputation of the review site where the fake review appears. When detected, it may subject the marketer and/or opinion spammer to criminal and civil penalties.
Unfortunately, opinion spam — despite the best efforts of review sites to control it — appears to be a permanent, intractable feature of the e-commerce and local business information ecosystem.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.