You cannot reliably spot a fake review just by looking at it. The Federal Trade Commission (FTC) says as much: don't assume you can tell the difference by sight. What you can do is stack the odds in your favor by checking patterns across several sources, vetting the seller, and paying in a way that lets you get your money back if the order goes wrong.
This guide is for anyone who buys things online and wants a repeatable routine. You will learn the signals that suggest a review may be unreliable, what the FTC's rule on fake reviews does and does not do, how to check an unfamiliar store before you buy, and how to choose a payment method with protection.
Why fake reviews exist and what they look like
Reviews influence what people buy, so some sellers pay for glowing ones, and some competitors post harsh ones. Fakes can be written by real people who were paid, by employees, or by automated tools. They are not always five stars. The FTC notes that some fakers give less than the highest rating to seem more believable.
Common signals, drawn from FTC guidance and general consumer-protection advice:
- A burst of reviews in a short window. The FTC says to watch for a surge of reviews over a short period of time.
- A one-review reviewer. If an account seems to have been created just to write one review for one product, the review may be fake.
- Vague, repetitive language. Many reviews that praise the product in the same generic phrases, without describing real use, deserve suspicion. This is a judgment call rather than a firm test.
- Reviews that do not match the product. Comments about a different item or a different size, color, or feature can suggest recycled text.
- Overly polished or promotional wording. Real customers tend to mention specifics, including small complaints.
- Negative reviews with a motive. A rival business may post negative reviews to hurt a competitor.
None of these proves anything alone. Think of them as reasons to look closer.
A five-step review check
- Sort by most recent and by lowest rating. Read the three-star and one-star reviews first. Detailed criticism tells you more than a wall of praise.
- Check the dates. Look at whether reviews are recent, and whether a large number arrived within days of each other.
- Click on the reviewer. If the platform lets you, see what else they have written. A history of varied, detailed reviews is more credible than a single post.
- Compare multiple sources. The FTC recommends comparing reviews across several sites, including established ones with impartial expert reviews. Check the seller's own site, a retailer, and an independent testing or news source.
- Note incentive labels. Some sites mark reviews from people who received a free or discounted product. You decide how much weight to give them.
If a product has hundreds of glowing reviews on one site and nothing anywhere else, that mismatch is itself information.
What the FTC rule covers
In August 2024, the FTC announced a final rule on fake reviews and testimonials. According to the agency, the rule:
- Prohibits businesses from creating or selling fake or false reviews and testimonials, and from buying or spreading them when the business knew or should have known they were fake.
- Bars paying for reviews that express a particular sentiment, whether positive or negative.
- Restricts insider reviews that fail to clearly and conspicuously disclose the writer's connection to the business.
- Prohibits using unfounded legal threats, intimidation, or similar tactics to stop or remove negative reviews, and misrepresenting a suppressed set of reviews as representative.
- Bans selling or buying fake indicators of social media influence, such as bot-generated followers or views, when used for a commercial purpose.
The rule allows the FTC to seek civil penalties against knowing violators. For shoppers, that means more legal consequences for sellers who cheat. It does not mean every review you read has been checked. Enforcement takes time, and sellers outside the reach of US regulators are harder to stop.
If you suspect a fake, report it to the platform where you saw it and to the FTC at ReportFraud.ftc.gov. The FTC suggests including "fake review" in your comments.
Vet the store before you buy
Reviews are only one piece. A convincing fake storefront can display glowing testimonials, a professional design, and well-known product photos. Before you enter payment details on a site you have not used before:
- Search the seller's name with words such as "review," "complaint," or "scam," as the FTC advises, and read what other buyers say.
- Treat unusually low prices as a warning. The FTC states plainly that unusually low prices are a sign of a scam.
- Find the terms of sale. Look for the price, extra charges, refund policy, return shipping costs, and any restocking fee. A site with no return policy or contact information is a poor bet.
- Look for a real contact method, such as a physical address and a working phone number or email, and test it before ordering.
- Check the web address carefully. Look-alike domains with swapped letters or odd endings are common. Type the address yourself rather than following an ad or message link.
- Be cautious of brand-new sites advertising big discounts on popular items, with social media pages that have little history.
A padlock icon in the browser means your connection to the site is encrypted. It does not mean the seller is honest, since scam sites can have one too.
Payment methods, compared
How you pay decides how much help you get if the order never arrives.
| Method | Protection if something goes wrong | Notes |
|---|---|---|
| Credit card | Strongest for most shoppers. Federal billing-dispute rights apply | The FTC says credit cards offer more protections |
| Debit card | Some protections, but money leaves your bank account right away | Rules and timelines differ from credit cards |
| Payment apps and bank transfers | Often limited, especially if you send money to someone you do not know | Treat as paying a person, not a store |
| Gift cards, wire transfers, cryptocurrency | Very little, and hard to reverse | The FTC says only scammers tell you to pay this way |
Credit cards let you dispute charges if what you get isn't what you ordered, or you get nothing at all, according to the FTC. Under the Fair Credit Billing Act, you generally must dispute an error in writing within 60 days after the bill was mailed, and the issuer must acknowledge your letter within 30 days and resolve it within two billing periods, no more than 90 days. Some card issuers also offer virtual or single-use card numbers, which can limit exposure if a store is compromised. Ask your issuer.
If you have a problem, the FTC advises contacting the seller first. If that fails, contact your payment provider to dispute the charge. If they cannot help, report it to the FTC. See our guide on reading your credit report and disputing errors if you spot unfamiliar accounts after a bad purchase.
Common mistakes
- Trusting a star average without reading reviews. A 4.8 from forty reviews posted in one week is weaker than a 4.3 spread over years.
- Relying on a single site. Cross-check at least two or three sources.
- Skipping the return policy. You will wish you had read it when the item arrives damaged.
- Paying the way the seller asks. Insistence on gift cards, wire transfers, or payment apps is a red flag.
- Clicking ads or links in unsolicited messages. Go to the retailer yourself.
- Not keeping records. Save the order confirmation, screenshots of the listing, and emails with the seller.
Frequently asked questions
Are verified purchase labels reliable?
They help, but they are not proof. A label can show a purchase happened on that platform, yet a reviewer may still have been paid or refunded. Use it as one signal among several.
Should I ignore reviews that look too positive?
Not automatically. Some products really are well liked. Look for specifics in the praise, variety in the writing, and agreement across independent sources.
What if I already paid a scam site?
Contact your card issuer right away to dispute the charge, change passwords if you reused them on the site, and watch your statements for further charges. Report the site at ReportFraud.ftc.gov.
Do the FTC rules apply to reviews on any website?
The rule applies to businesses' conduct in the United States. A seller based elsewhere may be harder for US authorities to reach, which is another reason to check the seller and pay by credit card.
Next steps
- Next time you shop, read the lowest-rated reviews first and compare at least two outside sources.
- Before buying from a new store, search its name with "complaint" and "scam," and read the return policy.
- Make a credit card your default for online purchases, and set a calendar reminder to review statements each week.
- Bookmark ReportFraud.ftc.gov so you can report fake reviews or scam stores quickly.
Sources
- How to Evaluate Online Reviews - Federal Trade Commission
- Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials - Federal Trade Commission
- Don't let scammers get in the way of your holiday shopping - Federal Trade Commission
- FTC warns businesses about fake reviews - Federal Trade Commission
- Credit Card Billing Dispute Rights - Missouri Division of Finance
