In the UK, as in other countries, the lockdown resulting from COVID-19 has forced millions of people to stay at home, depriving many of their livelihood. One of these young people is Ian Taylor, who found a way to make a living from home and benefit from the increased popularity of virtual stores. However, Taylor does not buy or sell. He provides false reviews of goods and services offered by stores and establishments, in exchange for money.

Writing fake reviews may not be a new practice. However, after buying and trying out things bought online based on the reviews, genuine users are disappointed and have openly expressed the same.

The story does not end with Ian Taylor, as it seemed after the Competition and Markets Authority alerted the public.

It turns out that this practice is rampant. It reflects the increase in the number of stores that have gone virtual and are resorting to unethical tactics to attract buyers.  

Studies indicate that 90 per cent of digital purchases are made after considering the reviews of previous buyers. That is why, some companies have not only recruited their employees to assume the role of happy customers, but have also gone to the extent of paying them for false testimonials.

 The aforementioned authority announced the launch of an extensive investigation involving field visits and technical probes to reach the promoters of false reviews and bring them to justice.

Marketing Land, a daily publication on digital marketing, published a study showing that in the United States, the virus of false reviews was spreading in parallel with COVID-19, and that some of the major global companies in the world of digital commerce were involved.

Another aspect was revealed after the investigations; the fake reviewers not only generated positive comments in favor of the employers’ products or services, but also floated negative comments against the products or services of competitors.

Consequently, the ordinary shopper is left confused. Going out to the physical store could expose him to the risk of COVID-19, while buying online could trap him into buying something that is sub-standard.

I am not aware whether this problem is present in the UAE, but we are talking about trading in a digital world where there are no borders. The products that a person buys from a virtual store based in the UAE might be something that Ian Taylor or others like him have praised.

In my opinion, there is a legal aspect to the issue, as it would require a federal law to criminalize this type of practice. It also requires cooperation from international sellers. We could start by taking a closer look at the experience of the UK’s Competition and Markets Authority and similar authorities.

Until then, the consumer must be careful while considering the reviews, positive or not.

Hamad Obaid Al Mansoori is the Director General, TRA