Research published by the Coalition for Trusted Reviews (CfTR), an alliance bringing together Amazon, Booking.com, Expedia Group, G2, Holidaycheck, Tripadvisor and Trustpilot, has revealed growing concerns around fake reviews and how they affect purchasing decisions.

The research is based on a survey of 6,000 people across the UK, Italy, and the US. While eight in ten consumers in the UK (85%), US (82%), and Italy (80%) use online reviews at least sometimes when considering a purchase, 74% of UK consumers, 73% of Americans and 61% of Italians have decided not to purchase a product or service due to concerns about fake or misleading reviews. 

Although many online platforms invest heavily in fighting misuse, review fraud is becoming increasingly sophisticated. Bad actors - those who attempt to breach platform guidelines and mislead consumers and businesses via fake reviews - operate across platforms and jurisdictions, reusing identities, tactics and networks. This makes it challenging for any single platform or regulator to disrupt fraudulent activity.

Review and user verification is one of several methods online platforms may use to combat fake content. However, the research also highlights a tension between consumers' desire for authentic reviews and their willingness to accept additional verification measures. In the UK, 56% of consumers say that being required to provide ID would make them less likely to leave a review, alongside 46% in the US and 43% in Italy. 

Becky Foley, Executive Committee member of Coalition for Trusted Reviews and VP, Head of Trust & Safety at TripAdvisor, says: “When reviews are fake or manipulated, the consequences go far beyond one misleading rating. Consumers risk making decisions based on information that isn’t genuine, while businesses that play by the rules face an uneven playing field. Over time, this undermines trust across the online marketplace.” 

AI is adding further complexity. The research found that 70% of UK consumers would trust a review less if they knew it had been generated or written with AI assistance, alongside 58% in Italy and 51% in the US. Yet CfTR highlights that the use of AI does not automatically make a review untrustworthy and that online platforms each have their own stance on whether it is aligned with guidelines.

Technology alone cannot tackle review fraud, the CfTR argues. Continued investment in trust and safety teams is critical, combining technology with the human judgement needed to identify emerging threats, interpret complex fraud signals and ensure effective enforcement.

Foley adds: “As bad actors adopt increasingly sophisticated tactics, no single company can tackle review fraud alone. That is why the coalition is calling on industry, governments and regulators to take coordinated action - sharing intelligence responsibly, building a clearer picture of fraud across the ecosystem and closing the gaps between platforms and markets that fraudsters exploit.” 

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

Check out our 2026 shortlists and finalists here.

The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

The event will consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.