Within Popularity
Can Popular Reviews Be Trusted?
Ratings and reviews can guide choices, but fake reviews create artificial crowd belief that looks more evidential than it is.
On this page
- How review counts become evidence shortcuts
- Fake reviews, bought praise, and suppressed criticism
- Practical signs that popularity may be manufactured
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Introduction
Online ratings and reviews can be useful because they summarise the experiences of many people in a form that is easy to compare. The problem is that review systems can be manipulated. When businesses buy reviews, create fake customer accounts, suppress criticism, or inflate popularity metrics, they manufacture the appearance of crowd approval. The resulting signal looks like evidence, but it may reflect marketing tactics rather than genuine consumer experience.
Within the broader appeal to popularity fallacy, fake reviews matter because they create an artificial majority. A shopper who sees thousands of positive ratings may reasonably assume that many independent customers reached the same conclusion. If those signals have been engineered, however, the apparent consensus is no longer reliable evidence. The issue is not merely commercial deception; it is a practical example of how crowd belief can be manufactured and then mistaken for proof. [Federal Trade Commission]WikipediaFederal Trade CommissionThe Federal Trade Commission (FTC) is an independent agency of the United States government whose principal mi… [Federal Register]federalregister.govtrade regulation rule on the use of consumer reviews and testimonialsFederal RegisterTrade Regulation Rule on the Use of Consumer Reviews…22 Aug 2024 — The key provisions of the rule prohibit conduct tha…
How Review Counts Become Evidence Shortcuts
People rarely have time to investigate every purchase in detail. Reviews reduce uncertainty by acting as a form of social proof. A high rating, a large review count, or a “best seller” label suggests that many others have already tested the product. Research on online reviews consistently finds that consumers use these signals as indicators of credibility, quality, and trustworthiness. ScienceDirect [MarketingCourse.org]marketingcourse.orgThe Psychology of Online Reviews and Ratings: Leveraging…5 May 2025 — Online reviews and ratings serve as a potent form of social proo…
This shortcut is often sensible. If hundreds of independent customers report similar experiences, the pattern may provide useful information. The difficulty is that shoppers usually cannot directly observe whether those reviews are independent, genuine, or representative.
The appeal to popularity fallacy enters when the reasoning becomes:
- Many people appear to approve of this product.
- Therefore the product must be good.
The first statement concerns popularity. The second concerns quality. Reviews can provide evidence about quality, but only if the popularity signal itself is trustworthy. When the signal has been manipulated, the apparent crowd becomes part of the deception rather than a source of evidence.
Fake Reviews, Bought Praise, and Suppressed Criticism
Manufactured popularity can take several forms.
Invented Customers
The most obvious form is the fake review written by someone who never used the product or service. Regulators increasingly treat such practices as deceptive advertising. In 2024, the US Federal Trade Commission (FTC) finalised a rule prohibiting businesses from creating, purchasing, selling, or using reviews that falsely represent genuine customer experiences, including reviews generated by non-existent people or artificial intelligence. [Federal Trade Commission]WikipediaFederal Trade CommissionThe Federal Trade Commission (FTC) is an independent agency of the United States government whose principal mi… [Federal Trade Commission]WikipediaFederal Trade CommissionThe Federal Trade Commission (FTC) is an independent agency of the United States government whose principal mi…
The logical problem is straightforward. The review appears to add another independent voice to the crowd when no such voice exists.
Paid or Incentivised Endorsements
Some schemes involve real people who are rewarded for leaving positive feedback. The resulting review may not be completely fabricated, but the incentive can distort what is written. The visible popularity signal then reflects a marketing campaign as much as genuine customer satisfaction. Regulators have increasingly targeted these practices because consumers often assume reviews are voluntary and independent unless clearly disclosed. [Federal Register]federalregister.govtrade regulation rule on the use of consumer reviews and testimonialsFederal RegisterTrade Regulation Rule on the Use of Consumer Reviews…22 Aug 2024 — The key provisions of the rule prohibit conduct tha… [The Wall Street Journal]wsj.comThe Wall Street Journal$5 for a Good Online Review?No Way, Says New FTC RuleThe Federal Trade Commission (FTC) has implemented a new rule to mitigate fake online reviews and deceptive soci…
Review Suppression
Manufactured popularity is not limited to adding praise. It can also involve removing criticism.
A product with 1,000 positive reviews and no negative reviews may appear highly successful. Yet the appearance changes dramatically if hundreds of unfavourable reviews were filtered, hidden, or discouraged. The FTC’s review rules specifically address practices that selectively suppress negative feedback or use intimidation to remove criticism because such actions create a misleading picture of public opinion. [Crowell & Moring - Home]crowell.comEnforcement Penalties.Read moreCrowell & Moring - HomeFTC Targets Fake Reviews in First Consumer Review Rule24 Dec 2025 — Prohibits selling, buying, or using fake indic… [Reuters]reuters.comUS FTC finalizes ban on companies buying and selling fake online reviews The U.SFederal Trade Commission (FTC) has finalized a ban on the sale and purchase of fake online reviews. This new rule targets the trafficking…
Popularity Laundering
A more subtle tactic occurs when businesses transfer positive reviews from one product to another. UK regulators have described concerns about “catalogue abuse”, where reviews earned by a successful item are attached to unrelated products so that the new item inherits an appearance of popularity and trust. Consumers see a large review count but may not realise that many reviews refer to something entirely different. [GOV.UK]GOV.UKamazon gives undertakings to cma to curb fake reviewsCommitments include enhanced detection systems and sanctions for businesses and mark…Read more… [Reuters]reuters.comuk secures action amazon tackle fake reviews 2025 06 05UK secures action from Amazon to tackle fake reviews5 Jun 2025 — Amazon (AMZN.O) has committed to do more to tackle fake reviews, includi…
Why Manufactured Popularity Is So Persuasive
Fake reviews succeed because they exploit a normally useful psychological habit.
When people lack direct knowledge, they often look to others for guidance. In many situations this works well. A large number of independent judgements can reveal useful information. The challenge is that consumers cannot easily distinguish between a genuine crowd and a manufactured one.
Modern review systems also compress complex information into simple metrics:
- Average star ratings.
- Total review counts.
- Numbers of followers or subscribers.
- “Most popular” rankings.
- Trending lists and recommendation badges.
These indicators are attractive because they simplify decisions. Yet the simpler the signal, the easier it can be to manipulate. A shopper may never read individual reviews and instead rely entirely on a numerical summary that can be artificially inflated. ScienceDirect [2leadalchemists.com]leadalchemists.comsements, media mentions, and user statistics to build trust and credibility with…Read more…
Recent research has added another concern: sophisticated AI-generated reviews can be difficult for both humans and automated systems to distinguish from genuine reviews. In one 2025 study, participants identified fake reviews only at roughly chance levels, suggesting that traditional instincts about spotting obvious fraud may be becoming less reliable. [arXiv]arxiv.orgarXivLarge Language Models as 'Hidden Persuaders': Fake Product Reviews are Indistinguishable to Humans and MachinesJune 16, 2025…
Practical Signs That Popularity May Be Manufactured
No single warning sign proves that reviews are fake. However, several patterns can justify closer scrutiny.
Unusually Uniform Praise
A product with thousands of reviews and almost no criticism deserves a second look. Real customers usually disagree about at least some aspects of a product.
Repetitive Language
Large numbers of reviews using similar wording, identical phrases, or highly generic praise can indicate coordinated activity rather than independent experiences.
Sudden Review Surges
An abrupt spike in reviews over a short period may reflect a promotion campaign, a review-buying operation, or other artificial activity.
Mismatch Between Reviews and Details
A large review count attached to a recently launched product, or reviews that discuss features not present in the current item, may indicate review recycling or catalogue abuse.
Missing Specific Experience
Genuine reviews often mention concrete details about use, delivery, performance, or limitations. Reviews that remain vague while offering strong praise can be less informative.
Researchers who study review credibility note that consumers often evaluate authenticity through combinations of content quality, reviewer behaviour, and contextual clues rather than any single indicator. [Springer Link]link.springer.comLink What makes an online review credible?A systematic review of…by K Pooja · 2024 · Cited by 97 — The credibility of online reviews is described as consumers' assessment of th…
What Fake Reviews Teach About Appeal to Popularity
Fake reviews are a practical demonstration of why popularity alone cannot establish truth.
The persuasive force of a five-star rating comes from an implicit assumption: many independent people reached similar conclusions after real experience. Once that assumption is weakened, the popularity signal loses much of its evidential value.
This does not mean reviews are useless. Ratings and reviews can provide valuable information when they reflect authentic customer experiences and when platforms actively detect manipulation. The mistake is treating popularity itself as proof rather than asking how that popularity was produced.
The broader lesson mirrors the central problem of appeal to popularity. A crowd may be correct, mistaken, manipulated, copied from a common source, or entirely manufactured. Before treating widespread approval as evidence, the crucial question is not simply how many people appear to agree, but whether the agreement represents genuine and independent judgement. [Federal Trade Commission]WikipediaFederal Trade CommissionThe Federal Trade Commission (FTC) is an independent agency of the United States government whose principal mi… [GOV.UK]GOV.UKreviewsThe CMA will investigate whether these websites are taking sufficient measures to protect consumers from fake and misleading revie…
Amazon book picks
Further Reading
Books and field guides related to Can Popular Reviews Be Trusted?. Use these as the next step if you want deeper reading beyond the article.
The Art of Thinking Clearly
Helps readers recognize misleading signals and judgment shortcuts.
Thinking, Fast and Slow
Explains why people rely on heuristics when evaluating reviews.
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Endnotes
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Source: ftc.gov
Title: federal trade commission announces final rule banning fake reviews [testimonials]({{ ‘testimonials/’ | relative_url }})
Link: https://www.ftc.gov/news-events/news/press-releases/2024/08/federal-trade-commission-announces-final-rule-banning-fake-reviews-testimonialsSource snippet
Federal Trade CommissionFederal Trade Commission Announces Final Rule Banning...14 Aug 2024 — The final rule prohibits: Fake or False Co...
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Source: sciencedirect.com
Link: https://www.sciencedirect.com/science/article/abs/pii/S0969698924004958Source snippet
ScienceDirectHow social proof influences consumer impulse buying on...by W Huang · 2025 · Cited by 45 — It suggests that social proof en...
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Source: marketingcourse.org
Link: https://marketingcourse.org/the-psychology-of-online-reviews-and-ratings-leveraging-social-proof-for-marketing-success/Source snippet
The Psychology of Online Reviews and Ratings: Leveraging...5 May 2025 — Online reviews and ratings serve as a potent form of social proo...
Published: May 2025
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Source: link.springer.com
Title: Link What makes an online review credible?
Link: https://link.springer.com/article/10.1007/s11301-022-00312-6Source snippet
A systematic review of...by K Pooja · 2024 · Cited by 97 — The credibility of online reviews is described as consumers' assessment of th...
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Source: ftc.gov
Title: consumer reviews testimonials rule questions answers
Link: https://www.ftc.gov/business-guidance/resources/consumer-reviews-testimonials-rule-questions-answersSource snippet
Federal Trade CommissionThe Consumer Reviews and Testimonials Rule: Questions...8 Nov 2024 — The rule authorizes courts to impose civil...
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Source: reuters.com
Title: US FTC finalizes ban on companies buying and selling fake online reviews The U.S
Link: https://www.reuters.com/business/retail-consumer/us-ftc-finalizes-ban-fake-online-reviews-2024-08-14/Source snippet
Federal Trade Commission (FTC) has finalized a ban on the sale and purchase of fake online reviews. This new rule targets the trafficking...
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Source: crowell.com
Title: Enforcement Penalties.Read more
Link: https://www.crowell.com/en/insights/client-alerts/keeping-it-real-ftc-targets-fake-reviews-in-first-consumer-review-ruleSource snippet
Crowell & Moring - HomeFTC Targets Fake Reviews in First Consumer Review Rule24 Dec 2025 — Prohibits selling, buying, or using fake indic...
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Source: GOV.UK
Title: amazon gives undertakings to cma to curb fake reviews
Link: https://www.gov.uk/government/news/amazon-gives-undertakings-to-cma-to-curb-fake-reviewsSource snippet
Commitments include enhanced detection systems and sanctions for businesses and mark...Read more...
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Source: reuters.com
Title: uk secures action amazon tackle fake reviews 2025 06 05
Link: https://www.reuters.com/sustainability/boards-policy-regulation/uk-secures-action-amazon-tackle-fake-reviews-2025-06-05/Source snippet
UK secures action from Amazon to tackle fake reviews5 Jun 2025 — Amazon (AMZN.O) has committed to do more to tackle fake reviews, includi...
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Source: leadalchemists.com
Link: https://www.leadalchemists.com/marketing-psychology/social-proof/Source snippet
sements, media mentions, and user statistics to build trust and credibility with...Read more...
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reviewsThe CMA will investigate whether these websites are taking sufficient measures to protect consumers from fake and misleading revie...
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Title: fake and misleading reviews 5 businesses under cma investigation
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and misleading reviews: 5 businesses under CMA...27 Mar 2026 — The Competition and Markets Authority (CMA) has launched 5 new consumer l...
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Title: Federal Trade Commission | Protecting America’s Consumers About the FTC
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Our mission is protecting the public from deceptive or unfair business practices and from unfair methods of competition through law enfor...
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Source: reuters.com
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UK regulator investigates five companies for fake reviews...27 Mar 2026 — CMA said meal‑kit firm Pasta Evangelists may have offered disc...
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with consumer law if you publish online reviews4 Sept 2025 — 'Fake review' A consumer review (whether positive or negative) that purports...
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Title: The Wall Street Journal$5 for a Good Online Review?
Link: https://www.wsj.com/articles/5-for-a-good-online-review-no-way-says-new-ftc-rule-e27275feSource snippet
No Way, Says New FTC RuleThe Federal Trade Commission (FTC) has implemented a new rule to mitigate fake online reviews and deceptive soci...
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hey also provide information to help consumers.Read more...
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Title: amazon.co.uk Fake reviews
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reviews - competitor sabotage17 Dec 2025 — The UK Competition and Markets Authority (CMA) have been investigating Amazon's practices in r...
Additional References
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Link: https://www.traverssmith.com/knowledge/knowledge-container/fake-reviews-will-trader-recommendation-platforms-be-caught-in-the-crossfire-between-businesses-and-the-cma/Source snippet
Fake reviews: will trader recommendation platforms be...25 Apr 2025 — The CMA recently obtained undertakings from each of Google and Ama...
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Source: media.product.which.co.uk
Link: https://media.product.which.co.uk/prod/files/file/gm-84d4bfe0-7786-4d59-82d9-e60961f32ed4-fake-reviews-full-report.pdfSource snippet
real impact of fake reviewsThe results demonstrate that the harm arising from fake reviews could be vast, with many consumers at risk of...
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Source: theguardian.com
Title: amazon promises fake reviews crackdown after investigation by uk watchdog
Link: https://www.theguardian.com/technology/2025/jun/06/amazon-promises-fake-reviews-crackdown-after-investigation-by-uk-watchdogSource snippet
Amazon promises fake reviews crackdown after...5 Jun 2025 — Amazon has promised to do a better job policing fake reviews and to crack do...
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Title: amazon gives undertakings to cma on fake and misleading reviews 102kdie
Link: https://www.lewissilkin.com/insights/2025/06/06/amazon-gives-undertakings-to-cma-on-fake-and-misleading-reviews-102kdieSource snippet
Amazon gives undertakings to CMA on fake and...6 Jun 2025 — The CMA launched an investigation into Amazon several years ago over concern...
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Source: hoganlovells.com
Title: ftc publishes final rule banning fake consumer reviews and testimonials
Link: https://www.hoganlovells.com/en/publications/ftc-publishes-final-rule-banning-fake-consumer-reviews-and-testimonialsSource snippet
FTC publishes final rule banning fake consumer reviews...11 Sept 2024 — The Final Rule prohibits the sale and purchase of fake consumer...
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Source: stampedsupport.stamped.io
Title: 29877379192987 Complying with the FTC Final Rule for Reviews
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with the FTC Final Rule for Reviews7 Oct 2024 — To enforce the banning of fake reviews and testimonials, the final rule prohibits: Fake o...
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Source: ashurst.com
Title: from five stars to fines the risks of fake reviews in the uk
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From five stars to fines: the risks of fake reviews in the UK14 Jul 2025 — New prohibitions on fake reviews came into force on 6 April 20...
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Title: ftc issues final rule on consumer reviews and testimonials
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FTC Issues Final Rule on Consumer Reviews and...26 Aug 2024 — The Final Rule issued on August 14 specifically defines and prohibits cert...
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On 27 March 2026 the CMA announced that it had opened a series of new investigations into fake and misleading reviews under the Digital M...
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Title: ftc announces final rule on deceptive reviews 102jh9p
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FTC Announces Final Rule on Deceptive Reviews21 Aug 2024 — The FTC has a long history of suing companies for fake reviews (from deceptive...
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