Buzz
User reviews offer invaluable guidance, particularly in the realms of skincare and beauty products. After all, these are products you apply directly to your face—your most delicate feature! But how do you know if the reviews you're reading are genuine or fabricated?
Skincare brand Sunday Riley reached a settlement with the Federal Trade Commission after being accused of orchestrating fake reviews for its products over a span of two years. The FTC's complaint alleges that Sunday Riley, along with the brand's CEO, directed employees and interns to create accounts and post reviews for products priced over $100 on Sephora’s website.
Riley even sent her staff detailed instructions on how to use a VPN to hide their identities while setting up fake accounts to leave glowing reviews. The FTC complaint, filed last year, states that the goal was to appear 'very enthusiastic without seeming like a plant.'
Additionally, employees were tasked with monitoring genuine reviews, 'disliking' negative ones, and writing their own to overshadow any unfavorable feedback. One memo advised, 'As reviews come in, read them too. If you notice someone mentioning they didn’t like “x” about it, write a review that says the opposite.'
What happens if you promote fake reviews? The answer: nothing. The company is required to be transparent about who is being paid to endorse its products and must guide its staff on proper disclosure. The FTC couldn't even fully agree on the settlement, with three commissioners in favor and two opposed. The dissenters argued that a financial penalty should have been imposed, stating that this settlement rewards dishonest actors and harms ethical businesses, as reported by The Fashion Law.
How to Spot Fake Reviews
The fake reviews for Sunday Riley’s products targeted new releases to boost attention and sales. A quick way to spot this? Watch the number of reviews for newly launched products. 'Be cautious of new items that suddenly have thousands of positive reviews,' advised Michael Bonebright, consumer analyst at DealNews.com.
Some websites, like Amazon, run an early review program where reviews for new products are clearly marked, and the reviewers are sometimes compensated. 'If there’s no indication that a seller has used this program to generate initial reviews, it’s a red flag,' Bonebright said. Not all stores offer such a program, but many large retailers will disclose if a reviewer received a product early or for free in exchange for a review.
No matter where you're shopping, watch out for repetitive phrases or terms that appear across multiple reviews. 'Amazon does a decent job of filtering out fake reviews, but other platforms aren’t as strict,' said Bonebright.
If you’re unsure about written reviews, Bonebright suggests checking out a video review: 'Although these reviewers might be paid, you can still see the product and gain a clearer understanding of its true worth.'
