Fake reviews

Quick definition

A fake review is a review presented as a consumer’s genuine experience when it is not: made up, written by the brand or its employees, bought without disclosure, or posted by someone who never used the product. In France, the US and many other markets, publishing or commissioning fake reviews is a prohibited deceptive practice.

French equivalent: Faux avis

Why fake reviews matter for influencer marketing

The line between influencer marketing and customer reviews is thin. A creator who receives a product, a campaign that asks for a rating on a marketplace, a UGC video displayed on a product page: each of these can turn into a fake review if the commercial relationship is hidden or the content is steered. In France, since 28 May 2022, article L121-4 of the Consumer Code explicitly lists publishing or commissioning fake reviews, or editing reviews to promote a product, as a misleading commercial practice.

The rules are tightening elsewhere too. In the United States, the FTC rule on consumer reviews and testimonials, in force since 21 October 2024, bans buying positive reviews and undisclosed employee reviews. For a brand, the stakes go beyond fines: a fake review destroys the credibility of both the creator and the brand, and taints the whole campaign.

How it works in a campaign

The concept draws the line between openly sponsored content and misleading testimonials. A creator can talk about a product they received, and a brand can reuse paid UGC videos, as long as the commercial nature stays visible and the experience described is real.

In the brief and the contract, set out:

• the paid partnership disclosure to use on each network;
• a ban on making a free product conditional on a positive rating;
• no review edits aimed at making a review more favourable;
• where UGC may appear, outside the customer review section;
• disclosure of the free product if the creator leaves a review on a retail platform;
• record keeping: brief, exchanges, published content.

KPIs and signals to watch

• share of campaign content carrying the commercial disclosure
• share of verified-purchase reviews on the product page
• spikes in five-star reviews after an influencer campaign
• reviews removed or flagged by platforms
• consumer complaints and reports
• comments questioning sincerity, watched as closely as fake engagement

Common mistakes

• offering a product in exchange for a five-star rating
• showing a paid UGC video in the customer review section
• having employees rate the product without disclosure
• rewriting or filtering negative reviews to lift the rating
• believing an ad label makes a fabricated review acceptable

Practical perspective

At TANKE, we keep two uses strictly apart: creator content, sponsored and labelled as such, and customer reviews, which must stay spontaneous. We never ask for a rating, we do not edit a review to steer it and reused UGC carries a clear label. This framework protects the brand from ghost advertising risk and preserves the trust the campaign is meant to build.

FAQ

What is a fake review?

A fake review is a review presented as a consumer’s genuine experience when it is not: made up, written by the brand or its employees, bought without disclosure, or posted by someone who never used the product. Deleting or rewriting negative reviews to improve a rating follows the same logic, because it misleads consumers about what real buyers think.

Are fake reviews illegal?

In many markets, yes. In France, since 28 May 2022, the Consumer Code treats publishing or commissioning fake reviews as a misleading commercial practice. In the United States, the FTC rule in force since 21 October 2024 bans fake and bought reviews and allows civil penalties. The EU, the UK and other countries have adopted similar rules.

Can an influencer review a product they received for free?

Yes, as long as the review reflects their real experience and the relationship with the brand is visible. On social media, the paid partnership disclosure applies. On a review platform or a product page, the free product must be disclosed. The brand must never make the gift conditional on a positive rating or steer what the review says.

How can you spot fake reviews?

Several signals should raise questions: a burst of five-star reviews within a few days, wording that is very similar from one review to the next, new accounts with no other activity, no verified purchase and vague product details. On the brand side, a spike in reviews right after an undisclosed influencer operation should be checked before any of those reviews are reused.

Can paid UGC be used as a customer review?

No. A UGC video that was commissioned and paid for is advertising content: it can appear on a product page or in an ad, as long as it is labelled as such. Presenting it as a buyer’s spontaneous testimonial, or placing it in the customer review section, amounts to publishing a fake review under consumer protection law.

Sources

FTC, Final rule banning fake reviews and testimonials: US rule announced in August 2024 and in force since 21 October 2024.

ASA and CMA, Influencers’ guide to making clear that ads are ads: UK guidance on labelling creators’ commercial content.

TANKE, an influencer marketing agency in Paris, writes this glossary from the campaigns it runs for brands since 2014. Talk to us about your project.