Vurdere Insights


The online world allows people to share their opinions much more freely than other media. As a result, people who use the Internet tend to rely much more heavily on the advice and opinions of others. Most sites provide access to anyone with Internet access to write a review about a product or service. These sites generally do not require the user to prove that he or she has actually purchased the product. So that, many businesses may implant fake reviews in order to influence consumers to purchase their products. They may highlight the benefits of their own product or criticize the competition’s product or service.  

The power of reviews within an advertising campaign is enormous and, for this reason, is sometimes purposely conveyed in order to be able to guarantee reviews that are positive, but certainly not spontaneous.

Black Friday

Many search engine optimization processes will rank businesses higher when they have more positive reviews.  So posting more positive reviews can actually help offset negative reviews and slant the star or numeric rating of the product or service.

That's why piloted reviews are considered to be a real problem in the media world, as they very often contain fictitious and misleading information about the service/product they are talking about, which often fails to satisfy the final audience sufficiently to receive genuine positive evaluations.

A more malevolent reason for fake reviews is to degrade the competitor. By posing as a former customer of a competitor, the review may appear more credible than any negative statements made by the company itself.

However, as you can easily guess, it is often very difficult to tell if a product is spontaneously sponsored or not, due to the ability of many fake reviewers to pass themselves off as real customers. For this reason, large market placers are constantly looking for ways to help discourage this kind of activity, which always harms the real buyer, who often falls victim to such misleading reviews.


In a research emerged that across product categories, the purchase likelihood typically peaks at ratings in the 4.0 - 4.7 range, and then begins to decrease as ratings approach 5.0. This suggests that shoppers see ratings with 5 stars “too good to be true”

As we always recommend to our customers, when it comes to content moderation,  negative reviews establish credibility!
In fact, 82 % of shoppers specifically seek out negative reviews.  
near-perfect ratings undermine the credibility of the review.

Readers are skeptical of reviews too positive and the presence of negative reviews brings authenticity to a site’s review content.

We have already dealt with the Why honesty matters theme. Also, in one of our previous articles No more fake reviews we talked extensively about how the European Union has regulated and condemned the issue of fake reviews with the EU Directive (2019/2161).  

As our survey showed, one of the main reasons why customers don’t repeat purchases from an eCommerce store, is that there are more and more "non-credible reviews" on that website.

Companies posting fake reviews often run the risk of disappointing their own customers. Most of the time, their offerings don’t match the fabricated glowing reviews that customers find online. If the actual experience doesn’t match the brand promise, those customers won’t return.

In Vurdere, we prioritize reviews from shoppers that stand by what they wrote and showed who they are to other shoppers to make the network much more reliable. Our AI prioritizes reviews from peers that shares the same social background and values. For this reason, people can relate to the author of that review creating more trust and engagement with the brand. We apply the best practices guidelines for reviews to maximize SEO improvement and deliver the most reliable information individually to every shopper.

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