A masked individual types a deceptive online review, distorting the shopping landscape.

Truth or Dare: Unmasking the Lies Behind Online Reviews

Reese Marlowe in Tech & Innovation December 2025 • 4 min read.

"Discover the shocking truth about online reviews and how deceptive practices impact consumer trust and decision-making."

In today's digital age, online reviews have become a cornerstone of consumer decision-making. Whether you're scouting for the best restaurants, booking a hotel, or purchasing a product, reviews often serve as a guiding light, illuminating the path to satisfaction. However, beneath the veneer of helpful advice lies a troubling reality: consumer deception. Some individuals are posting fake reviews that misrepresent their true experiences, to impact buying behavior. Understanding this issue is critical for consumers and businesses alike.

The persistence of deceptive reviews poses a significant problem. These untruthful accounts contaminate the vast pool of information that consumers rely on, creating a distorted perception of products and services. When people assume that online reviews reflect genuine experiences, they make decisions based on misinformation. This can lead to disappointment, financial loss, and an overall erosion of trust in the online marketplace.

Recent research sheds light on the prevalence and characteristics of consumer lying in online reviews. By examining the factors that contribute to this behavior and its potential impact, we can begin to develop strategies to mitigate its effects. This article explores these findings, offering insights into the minds of deceptive reviewers and practical advice for navigating the world of online feedback.

The Prevalence of Untruthful Reviews: How Widespread Is the Problem?

A masked individual types a deceptive online review, distorting the shopping landscape.

Studies show that a disturbing percentage of online reviews are not genuine. Estimates vary, but research consistently reveals that a notable portion of reviews are fake or misleading. According to studies, the range of untruthful online reviews span between 16% and 33%. This means that a significant number of reviews you encounter online may be deliberately fabricated to sway your opinion.

While the percentage of deceptive reviews may seem alarming, it's important to remember that the majority of reviewers are honest. However, the impact of even a relatively small number of fake reviews can be substantial. Deceptive reviews can disproportionately influence consumer perceptions and purchasing decisions, leading to skewed market dynamics and unfair competition.

To understand the scope of lying behavior in general:

Serota, Levine, and Boster (2010) estimated that Americans tell one to two lies per day on average.
Sixty percent of people claimed they didn't tell any lies.
Almost half of all lies are told by 5% of the population.
A study by Verigin et al. (2019) found that participants admitted to telling 1.61 lies in the last 24 hours.

These findings suggest that while the contingent of liars that post untrue reviews online are relatively few, the estimates of the prevalence of the behavior are nontrivial and cause for concern as to the potential to deceive and misinform consumers.

Protecting Yourself from Deceptive Reviews: A Call to Action

The rise of consumer lying in online reviews poses a serious threat to the integrity of the online marketplace. By understanding the prevalence, motivations, and characteristics of deceptive reviewers, we can better protect ourselves from their influence. As consumers, we must remain vigilant, scrutinize reviews critically, and seek out multiple sources of information before making purchasing decisions. By doing so, we can help to create a more transparent and trustworthy online environment for all.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: https://doi.org/10.48550/arXiv.2405.12743,

Title: Consumer Lying In Online Reviews: Recent Evidence

Subject: econ.gn q-fin.ec

Authors: Shawn Berry

Published: 21-05-2024

Everything You Need To Know

What is the core problem related to online reviews discussed in this context?

The core problem revolves around consumer deception through untruthful online reviews. These fake reviews misrepresent genuine experiences and negatively impact consumer trust and decision-making within the online marketplace. This ultimately leads to skewed perceptions of products and services, potentially causing disappointment and financial loss for consumers. The prevalence of these deceptive practices poses a significant threat to the integrity of online platforms.

How prevalent are deceptive reviews according to the provided data, and what are the implications?

Studies indicate that a notable portion of online reviews are not genuine, with estimates ranging from 16% to 33%. This means a significant number of reviews might be deliberately fabricated to sway consumer opinions. The impact is substantial despite the majority of reviewers being honest. Deceptive reviews can disproportionately influence consumer perceptions and purchasing decisions, leading to distorted market dynamics and unfair competition. This underscores the need for consumers to critically evaluate reviews and seek multiple information sources.

What does the research say about lying behavior in general, and how does it relate to online reviews?

Research on lying behavior provides context for the issue of untruthful online reviews. Studies, like those by Serota, Levine, and Boster (2010) and Verigin et al. (2019), show that while lying is a common behavior, the extent to which people lie varies. The percentage of individuals that tell lies is significantly low, but the estimates of the prevalence of the behavior are nontrivial and cause for concern as to the potential to deceive and misinform consumers. This suggests that even though a relatively small group of people might be posting fake reviews, their actions can still have a significant impact on consumer behavior and trust in online platforms.

Why is understanding the motivations behind deceptive reviews important, and how can consumers protect themselves?

Understanding the prevalence and motivations of deceptive reviewers is crucial to safeguard the integrity of the online marketplace. Consumers should remain vigilant, scrutinizing reviews critically before making purchasing decisions. Seeking out multiple sources of information is essential to create a more transparent and trustworthy online environment. This approach will help consumers make informed decisions and mitigate the negative effects of misinformation.

What specific actions can consumers take to navigate the challenges of deceptive online reviews and enhance their decision-making process?

To navigate the challenges, consumers must adopt a critical mindset when reading online reviews. Consumers should assess the reviews and compare them against other sources, such as expert opinions, product specifications, and reviews from different platforms. Additionally, consumers can look for patterns or red flags in the reviews, like repetitive language or a lack of specific details. Consumers should also be aware that consumer deception through untruthful online reviews, misrepresents their true experiences, impacting buying behavior.