Fake Reviews and Brand Pimping: Who Wins and Who Loses
Some consumer review sites are happy to turn a (partially) blind eye to fake reviews, because they're driving revenue.
- While consumer review sites police fake reviews, they do so unevenly and often with seeming ambivalence.
- That's because the business owner/advertiser is their customer not the consumer, who is ultimately hurt by fake reviews.
- With LSAs, Google is now directly monetizing fake reviews because they help generate leads, which the company gets paid for.