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Experts warned, however, that the fake review problem may be so enormous that it is insurmountable, and note that fake reviewers survived previous crackdowns.
Jason Brown, the founder of Review Fraud, a consumer advocacy website that has exposed businesses using fake reviews, said platforms had not done enough to manage the problem, but he acknowledged that concern from regulators and companies was swelling.
“Everyone is feeling the heat and pressure,” he said. “Time will tell.”
Almost all fake reviews are positive endorsements, like four-star and five-star reviews, that the businesses write themselves or are created by digital marketers, whose services can be purchased online for as little as a few dollars per review. Many deceptive marketers are based overseas, limiting the F.T.C.’s power to police the problem. And artificial intelligence tools, like ChatGPT, threaten to supercharge the industry by making the fake reviews easier to write, the agency warned.
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