
According 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
COMMERCIAL BREAK
New articles in section Marketing and PR
Marketing technologies in Poland. The state of MarTech report
KFi
Nearly half of marketers in Poland can`t clearly say whether their marketing technologies deliver a real return. Only 5% believe the results are "well above expectations", while 32% simply say: "hard to tell".
7 facts about media relations. How to work with journalists
Bartłomiej Dwornik
In media relations, every mistake costs you attention. Every cliché wastes inbox space. Even a good and interesting topic might not be enough to break through. The way you present it also matters. Maybe even more than the content itself.
Rising Google Ads click costs. How to keep campaigns profitable?
Patrycja Kranc
In 2024 the average cost per click (CPC) rose in 86% of industries. In e-commerce and real estate, increases reached dozens of percent. Optimisation is becoming crucial, not only for campaigns but for the entire customer acquisition process.
See articles on a similar topic:
Online advertising 2024/2025 report by IAB Poland
KFi
Online ads now consume 57% of all budgets. Companies spent 1.62 billion PLN on video formats alone. After leaner years, the numbers are rising sharply. Digital advertising grew by 20% in a year. Traditional formats are slowly fading.
Contextual Advertising in Print Media. PBC Measured Its Effectiveness
BARD
Print advertising, when placed in the appropriate editorial context, attracts 67% more attention than ads in other sections, according to research conducted for Polskie Badania Czytelnictwa (PBC). Contextual ads hold the reader’s gaze longer and engage them more deeply.
More AI bots in customer service. However, Poles want people
Andrzej Sowula
Over three quarters of Poles (75.9%) have already had contact with a bot in a customer service department and nearly one in four is satisfied with this service. This means an increase of 7.7% over the past two years. At the same time, only 8.1% of Poles fully trust the bots serving them.
Browser Fingerprinting. Marketing Uses Digital Traces
BARD
A fingerprint created for each browser can identify not only a device but also a specific user. The data collected this way is mainly used for marketing purposes, which can result in cases where, for instance, a Mac user pays up to 30% more for the same product than a PC user.