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PMID: 34693332 Given the growing impact of online product reviews on consumer purchases, it is not surprising that some traders try to publish or promote fake reviews on digital platforms to improve the reputation of their own goods or services, or to denigrate the reputation of those of their competitors. Certainly, the more important reviews get, the bigger the temptation to manipulate them. Fake reviews have severe consequences in the marketplace because of the consumers' high reliance on the reviews. Indeed, this deception presents a particular social problem as an increasing number of consumer decisions are made in online environments, based on online reviews. Fake reviews and the principle of authenticity The laconic expression contained in Section 5 FTCA has been interpreted and developed by the Federal Trade Commission (FTC), through its resolutions and the publication of guidelines. The guidelines are not necessarily binding as law, but they are rather administrative interpretations of the FTCA. Among them, the Guides Concerning the Use of Endorsements and Testimonials in Advertising (2009) and the 'Dot Com disclosures. How to make effective disclosures in Digital Advertising (2013) concern the principle of advertising authenticity. The guidelines highlight that advertising should be transparent and truthful and the disclosures in online advertisements and endorsements be clear and conspicuous. The application of these criteria to online reviews is not controversial, even though the guides do not specifically mention online reviews.22 In EU, fairness in advertising is required by UCPD and MCAD, already mentioned. In addition to this, there is EU Trade Mark Directive (2015/2436).24 Article 10.1 and 2 of the EU Trade Mark Directive lists the rights conferred by a trademark, among which it is the right to exclusive use the trademark in the course of trade. Article 4 MCAD regulates comparative advertising, which allows the use of other person's trade mark under some circumstances. According to Article 4, comparisons must not be misleading or dishonest. Moreover, they cannot discredit or denigrate "trademarks, trade names, other distinctive signs, goods, services, activities or circumstances of a competitor."25 Go to: Finally, consumers and traders can also collaborate in the fight against online fake reviews. First, they can report to the platform and, in the most serious cases, to public authorities, the reviews they consider false. Second, the users can write honest and balanced reviews, which will make the overall ratings more truthful and reliable. Last but not least, the users can punish through their consumption choices those companies that resort to these practices. 57'Devumi, Owner and CEO Settle FTC Charges They Sold Fake Indicators of Social Media Influence; Cosmetics Firm Sunday Riley, CEO Settle FTC Charges That Employees Posted Fake Online Reviews at CEO's Direction', FTC, Press Release 21.10.2019. Available at: https://www.ftc.gov/news-events/press-releases/2019/10/devumi-owner-ceo-settle-ftc-charges-they-sold-fake-indicators. high quality imitation bags
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