Amazon, Booking.com, Expedia Group, Glassdoor, Tripadvisor, and Trustpilot announced they have teamed up to launch the global Coalition for Trusted Reviews, a cross-industry collaboration committed to protecting access to trustworthy consumer reviews worldwide. Together, members will define best practices for hosting online reviews and sharing methods of fake review detection, aiming to stop fake reviews at the source.
Companies met in October 2022 in San Francisco at the first ever Fake Reviews Conference, organised by Tripadvisor. Attendees heard from experts in government, academia and the industry at large on common challenges and potential mitigation approaches related to the issue of fake reviews. This resulted in the establishment of a formal coalition to collaborate on public education and ongoing information sharing between members, in an effort to decrease review fraud.
The group has agreed to engage in several key areas to protect consumers and partners from fake reviews, working to help ensure the public is not misled by fraudulent content, including:
- Industry Alignment: Developing common standards and definitions for use throughout the industry around what constitutes a fake review and other content moderation nomenclature and measurement.
- Best Practice Sharing: Defining best practices for hosting online reviews and sharing information on updated content moderation process and methods of fake review detection.
- Information Sharing: Sharing information relating to how fraudulent actors operate, such as companies selling fake reviews to businesses seeking to unfairly and improperly improve their reputations.
- Advocacy: Engaging with academics and public policy leaders to promote the benefits to consumers of review content and support industry efforts to combat fake reviews from being published.
The coalition is dedicated to upholding the highest standards of integrity, transparency, and accountability. Through collaborative initiatives, they aim to set new standards for maintaining the authenticity of reviews, instilling confidence in consumers worldwide. Coalition members will next meet in Brussels on December 5-6th at the second Fake Reviews Conference, organised by Amazon.
Customer reviews are an important part of the shopping experience, and the goal of this coalition is to ensure every review reflects customers’ actual experiences. Amazon is aggressively fighting fake review brokers to protect our customers and selling partners, but these fraudsters are a global problem, impacting multiple industry sectors. Through greater collaboration and sharing across industries, including information on fraudsters’ tactics and how they operate, we can more effectively shut down fraudulent review activity, deter other bad actors from attempting to game our systems, and protect more consumers.– Dharmesh Mehta, vice president of Worldwide Selling Partner Services, Amazon