How to avoid fake reviews and tricky ads
— There are lots of bargains online during the holidays, but also plenty of ways to get scammed, even at established outlets like Amazon.
How can you be sure you’re reading a legitimate review, not one coming from a company employee? How can you flag sponsored placements and other ads — and protect your credit card once you buy?
Although there’s no magical solution, try some of these practices to be a savvier online shopper.
Review the reviews
Online reviews at major retailers such as Amazon and Walmart and listing services such as Yelp look like a good place to get first-hand information from people who’ve tried a product or merchant.
But investigations by The Washington Post and BuzzFeed have described networks of fake reviewers paid to inflate ratings for lesser-known sellers on Amazon. Merchants might also have their own employees write favorable reviews, or trash competitors.
Amazon has waged a legal battle against fake reviewers since at least 2015, when it claimed in a court filing that “an unhealthy ecosystem is developing outside of Amazon to supply inauthentic reviews.” The Federal Trade Commission recently settled with a cosmetics merchant that, it charged, had its own managers create fake accounts and direct employees to write good reviews on Sephora.com.
Beyond that, many so-called social media influencers also write reviews after receiving free products.
Saoud Khalifah, who founded the service Fakespot to help consumers avoid being influenced by fake and biased reviews, suggests looking beyond text reviews. Search for video reviews on YouTube; you can at least tell that the reviewer has used the product, though it’s not always easy to tell if they’ve been compensated.
Text reviews can still be helpful once you learn to spot unusual patterns, such as lots of five-star ratings in a short period of time.
If a service lets people rate reviews as helpful or not, look for reviews with an unusually high number of “helpful” votes. Khalifah said merchants might try to game the system by artificially inflating favorable reviews as helpful so they show up more prominently.
Another warning sign: reviews that carry high or low ratings without offering many specifics.
Other patterns are harder to spot. A reviewer might have been banned from one service, but still write for others. Websites and apps such as Fakespot can help by flagging the same person’s reviews elsewhere and offering a revised rating.
Dodge fakes
Just because you’re shopping on Amazon doesn’t mean you’re buying from Amazon. The online shopping giant, like eBay, Walmart and others, has vast thirdparty marketplaces where anyone can sell goods.
The problem: That’s where fraudsters try to sneak in their brand-name counterfeits.
In a report last year, the U.S. Government Accountability Office said 20 of the 47 items it bought from online stores with third-party marketplaces were counterfeit. It isn’t just about getting duped; phony products might be made with toxic chemicals or carry other risks.
One safeguard is to research whom you’re buying from. The “sold by” section will list the seller’s name. Look up its website to see if there are negative reviews or if the site looks unprofessional. Blurry photos and misspellings are red flags. Others include sparse reviews or complaints about knockoffs.
Be sure to compare the price to other sites.
No coupon clipping
Save money by installing browser extensions from such companies as Honey, RetailMeNot and Wikibuy. A button will show up on your web browser. Click to automatically search for and paste in discount codes such as “CYBERDEAL” when you’re ready to check out.
The companies have other money-saving tools. Honey lets you track products and will notify you when there’s a price drop at Amazon and other major stores.