Fake Review Glossary
Review fakery has become a sophisticated (and lucrative) business. Review fakers have developed a language of their own. Here are some of their more commonly-used terms.
Amplification
The tactic of taking a genuine negative review and using its main points to create multiple additional reviews that amplify the negative sentiment. This strategy is used to exaggerate the impact of the original criticism, making it seem more widespread and damaging than it actually is. Amplification can significantly harm a product's or service's reputation by creating a disproportionate perception of widespread dissatisfaction.
Anonymous Review
Many review sites allow users to post anonymously or as a guest. Review fakers exploit this anonymity. Anonymous reviews are three times as likely to be fake.
Bot Review
The practice of creating the illusion of widespread support for a product or service, often by orchestrating fake reviews. Astroturfing is commonly used when a business is new, or to counter negative PR, giving the false impression of grassroots support.
Burner Account
An account created solely to post fake reviews or comments, then discarded. Also referred to as a 'sockpuppet'.
Fake Review
A review that is dishonest and written with the intention to deceive. The majority (5 out of 6) of fake reviews are positive, while 1 in 6 is a negative fake review intended to harm competitors.
Fake Review Detection
The process of identifying fake or fraudulent online reviews. This typically involves systematic, programmatic analysis of patterns in language, sentiment, tone, length, frequency, and timing of reviews, often using advanced AI and machine learning algorithms.
Incentivised Review
A review written in exchange for compensation, such as money, gifts, or discounts. Incentivised reviews are illegal in many jurisdictions if the compensation is not disclosed, and they often skew overly positive.
Moderation
The process of monitoring and, if necessary, removing fake reviews to maintain the integrity of a review platform. Effective moderation is crucial to prevent the spread of fake reviews.
Review Aggregator
A website or platform that compiles reviews from various sources to provide an overall rating or summary of a product or service. Aggregators can be targets for fake reviews to influence a broader audience.
Review Farm
A group or network of individuals that generate fake reviews for payment. Review farms operate in bulk, making it difficult for individual review platforms to identify and remove all fake reviews.
Review Manipulation
A broad term encompassing various tactics used to alter the perception of a product or service through fake reviews. This includes both positive shilling and negative bombing, as well as more subtle methods like salting.
Stolen Reviews
A concerning and frequent practice where review farms or dishonest businesses steal lengthy and well-written reviews from competitors and repurpose them as their own.
Trolling
Writing inflammatory or offensive fake reviews with the intention of inciting reactions or controversy. Trolling is used to disrupt the integrity of review platforms and can lead to misleading negative ratings.
Transparency Requirement
A policy that mandates reviewers disclose any incentives, affiliations, or relationships that may bias their reviews. Despite its importance, this requirement is often ignored, leading to misleading or dishonest reviews.
TruthEngine®
The world’s first fully independent cross-platform fake review detection system. The TruthEngine® can detect fake reviews across major platforms, including Amazon, Google, TripAdvisor, TrustPilot, and more.
TruthMark®
Businesses whose reviews pass the TruthEngine®’s real-time authenticity testing are granted the TruthMark®, a symbol of review integrity.
Verification
The process used by certain review platforms to validate the authenticity of reviews and attempt to eliminate fake ones. Verification can include identity checks, purchase confirmation, or other methods to ensure reviews are genuine.