Pulling the plug on the lucrative business of fake product reviews

In surveys, a consistently large majority of buyers say online reviews influence their purchases. Photograph: iStock

A few years ago, I was looking online for a pair of bluetooth headphones. I didn’t want anything pricey but I also didn’t want a substandard pair that sounded like tin cans.came up on a product search. But when I clicked to view their offerings, a much cheaper set popped up in their listings, one with far more four and five-star reviews than the branded sets, praising excellent sound at a major savings.

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