WHEN FIVE STARS ARE FOR SALE
Fake reviews are more than a nuisance. They can mislead consumers, distort ratings and put honest businesses at a disadvantage. It is annoying when an eatery falls short of expectations because of artificially inflated ratings, but far more troubling when fake reviews influence weightier decisions, such as which doctor or lawyer to engage.
There’s also the murkier practice of offering freebies or discounts in exchange for favourable reviews. These testimonials may come from genuine customers, but how impartial can their praise be when there’s something to be gained from awarding five stars?
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