14.04.2025 Marketing and PR
When a Review Lies. The Growing Threat of Fake Opinions Online
KFi
Popularity of digital marketplaces rises, so does a less welcome trend: fake reviews. These manipulated opinions distort product rankings and mislead consumers, all while unfairly disadvantaging honest businesses. And despite regulatory efforts, the problem is far from solved.
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illustration: DALL-EAccording to the latest survey by TRUSTMATE.io from Poland, more than a third of respondents (39%) believe they’ve encountered fake reviews online. Even more alarming? One in four admits they can’t tell the difference between genuine feedback and fabricated praise. It’s not just an annoyance - it’s a sign of how sophisticated these deceitful techniques have become.
| Have you encountered fake reviews about companies or products online? | % |
|---|---|
| Rather yes | 20.9% |
| Definitely yes | 18.1% |
| Rather not | 27.0% |
| Definitely not | 9.5% |
| I don`t know | 24.5% |
Fake Reviews. Are We Being Fooled?
The numbers tell an interesting story. Men are more likely than women to report encountering fake reviews: 44.2% of men compared to 34.3% of women. Women, on the other hand, are more uncertain - 28.4% selected “I don’t know,” compared to 20.2% of men. Does this mean women are more cautious, or are the fakes simply harder to detect?
Apparently, it does. People with higher education are more likely to firmly state that they’ve encountered fake reviews (23%) than those with only primary education (18.9%). However, those with secondary education were the most unsure, often selecting "I don’t know" as their answer.
This trend suggests that while higher education may increase critical thinking, it might also heighten awareness of how difficult it is to spot a fake among the real.
Urban Legends. Age and City Size and Review Awareness
Where you live might affect your review radar. Respondents from major cities (over 500,000 residents) are the most likely to say “definitely yes” to spotting fake reviews. Meanwhile, people in towns between 20,000 and 49,000 residents seem the most skeptical, with the highest rate of “rather not” responses.
The level of uncertainty peaks in cities with 100,000–199,000 people, where nearly 30% say they just don’t know. Urban anonymity or digital overload? The data leaves room for interpretation.
Young adults (18–34 years old) are the most likely to believe they’ve seen fake reviews. Interestingly, the certainty of encountering manipulation declines with age, while skepticism and uncertainty grow. The oldest respondents (65+) often choose “definitely not” or “I don’t know.” Perhaps digital natives are just more attuned to online traps - or maybe older generations are more trusting?
What Can We Do?
TRUSTMATE.io`s report underscores a growing need for vigilance. Consumers must sharpen their critical thinking, and platforms need to double down on authentication tools. Reviews remain a key part of online decision-making - but the real value lies in knowing which ones to trust.
Survey conducted in Poland by UCE Research on behalf of TRUSTMATE.io, March 2025, using a representative CAWI sample of 1008 Polish respondents.More data: https://TrustMate.io
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