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Online shop (archive image): Exaggerated language as a warning
Photo: Arno Burgi / DPA
The Bundeskartellamt calls on online portals and search engines to do more against falsified product reviews.
Most portals have so far only used word filters or relied on subsequent reports of suspicious reviews, criticize the competition watchdog.
Only a few portals used already available technical methods to track down fake reviews.
It is far too seldom checked in advance whether reviews actually come from buyers of the product.
In a so-called sector inquiry, the Bundeskartellamt examined user ratings on the Internet.
The results are now available.
"User reviews are a very central decision-making aid when buying online," said the President of the Cartel Office, Andreas Mundt.
Products and services with many and positive reviews sold significantly better online than those with few or negative reviews.
Unfortunately, fake reviews are a widespread phenomenon.
It is very difficult for consumers to distinguish real from fake reviews.
The report by the Federal Cartel Office describes how fake assessments can come about.
There are specialized service providers where positive reviews can be bought.
Users would often be given products free of charge or other rewards for positive reviews.
Software, so-called bots, could also be used to artificially generate ratings.
The more reviews, the better
The Federal Cartel Office cannot initiate proceedings against individual companies suspected of violating consumer law.
In contrast to competition law, the authority has no corresponding powers in the area of consumer protection.
Mundt therefore appealed to consumers to take a critical look at product reviews: "Pay attention to possible references such as exaggerated language and recurring patterns, read as many different reviews as possible and pay close attention to the notes that some portals give about the authors of the individual reviews do."
Another problem is that there are too few ratings in many areas.
The more real reviews there are, the more helpful they are for the decision for or against a purchase or booking, emphasizes the Cartel Office.
In order to get more reviews, portals and providers could motivate consumers to write reviews.
This could be done through coupons, sweepstakes or small amounts of money.
The use of free product tests could also be useful for new products.
Such incentives and product tests are compliant with consumer law if the reviews are clearly labeled.
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