po polsku
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
COMMERCIAL BREAK
New articles in section Marketing and PR
The future of search is now. How AI is reshaping brand visibility
KFi
AI Search and Share of Voice are no longer optional marketing metrics. They’re essential. Yet only 7% of Polish companies use AI. In the new search landscape, that’s nowhere near enough. Fall behind now, and your brand could simply... vanish from the internet.
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.
Foreign online stores face distrust in Poland. See TrustMate Report
KFi
Poland’s e-commerce market is booming, yet foreign online stores still struggle to earn consumer trust. Why do Polish shoppers prefer local sellers? A new report uncovers the roots of this distrust and reveals what international brands must do to bridge the gap.
See articles on a similar topic:
Artificial Intelligence and Marketing. Industry Expectations and Concerns
KrzysztoF
Marketers using generative artificial intelligence see its potential but also perceive risks. The Generative AI Snapshot Series survey conducted by Salesforce and YouGov shows that the industry expects significant changes - and soon.
LabOOOratorium. Education, Business and Win-Win-Win Cooperation
fundacja OOO
How to combine diversifying activities in kindergartens and schools with setting innovative trends in education and social engagement of businesses? The educational foundation Ogólnopolski Operator Oświaty and the company Musicon show how to do it right.
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.
Dietary Supplements. How Products Masquerading as Medications are Sold
Ewa Zygadło-Kozaczuk
Colorful packaging entices us with miraculous health benefits, and we buy them, hoping for a fit body, good sleep, great mood, and excellent sex. But do we know what lies behind that magical pill, capsule, or syrup? Are we aware that these advertised products are merely masquerading as medications?
