The Competition and Markets Authority (CMA) is leading an investigation into fake reviews, which includes a formal probe into Amazon and Google over concerns they have not been doing enough to combat false write-ups left on their sites.
UK shoppers have been urged to look out for fake online reviews over the Christmas period.
However, NTS found just one in five people check the timing and spacing of reviews online and only 18% look at reviewers' activity history, which can provide useful information about whether they are genuine.Here are six tips from National Trading Standards to avoid falling for fake online reviews: Vague language - legitimate reviews will often be personal and specific to the individual's experience. A fake is more likely to be vague, using generic words and phrases such as 'amazing', 'awesome' and 'buy this product'.
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