Shoppers Warned To Watch Out For Bogus Online Customer Reviews

British shoppers are being warned to watch out for bogus customer reviews this Christmas.

The warning comes as new research from YouGov reveals that customer reviews are five times more likely to influence online shoppers to part with their cash than advertising. 

The study, commissioned by independent customer review service Reevoo, shows the increasing impact of shopper opinion on British online shopping habits as Britain heads towards what is predicted to be a record £42 billion e-Christmas this year.

Six out of ten people (60%) say online opinions written by consumers who have already bought a product would affect their choice of what to buy. In contrast, just 12% said they would be swayed by online advertising. 

Richard Anson, chief executive of Reevoo, said: "The influence of reviews is no longer in doubt and we think it is time that regulators looked at the way that customer reviews are presented online. 

Are they edited?  Are they legitimate?  Given the influence that customer reviews have, now is the time for regulation and standards to be applied, so that customers are not misled."

The call for regulation follows several high-profile cases of bogus online reviews highlighted by the consumer organisation, Which?

The study also reveals that shoppers are beginning to wake up to the possibility of fake reviews and won't believe everything they read online. 

While eight out of ten (79%) are influenced by impartial ratings from shoppers who have definitely bought a product, only 14% would trust review programmes that are directly managed by retailers.

More than a third (36%) of consumers are worried about the authenticity of retailer-managed customer review programmes.