Fake Online Reviews Confuse Canadian Shoppers

Business owners and consumer watchdogs say fake reviews on Google and Amazon are misleading customers.

Updated on Nov. 1, 2026 in Couponing

Fake Online Reviews Confuse Canadian Shoppers

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Do you trust online product reviews when deciding what to buy?

Business owners and consumer watchdogs say fake online reviews are confusing customers. A Canadian Anti-monopoly Project report found a market for fake reviews on Google and Amazon, and Trident Booksellers and Cafe in Halifax has received fabricated reviews.

Why it matters

Fake reviews can steer purchasing decisions, leaving shoppers unable to tell genuine feedback from manufactured praise or criticism. Amazon has acted to take down fake reviews, but the practice continues across online marketplaces.

A 2023 U.K. government report found 11 to 15 per cent of reviews on e-commerce platforms for three common product categories were likely fake. Professional review providers offer 100 reviews for $180 on social media, though Canada-specific figures were not reported.

The players

Kay Dean

Kay Dean is a U.S.-based consumer watchdog who has documented businesses trading reviews and networks of profiles posting negative reviews on social media.

Amazon

Amazon is a major online retailer that has acted to take down fake reviews on its platform.

The details

Fake reviewers are recruited through social media groups, and some third-party sellers ask reviewers to post five-star reviews, potentially in exchange for a free product. U.S.-based consumer watchdog Kay Dean has also found businesses bartering and trading reviews, and marketers operating networks of profiles that post negative reviews.

2023: U.K. government report found 11 to 15 per cent of e-commerce reviews likely fake.

Seasonal Patterns

The Canadian Anti-monopoly Project's findings extend the 2023 U.K. government report, which estimated 11 to 15 per cent of e-commerce reviews for three product categories were likely fake. Together, the two reports suggest the problem is not confined to one country's marketplaces.

Shoppers should treat unusually glowing reviews with caution, especially those that describe items or services a business does not offer. Checking a product's review history and comparing feedback across multiple sources can help you avoid buying based on manufactured praise.

The takeaway

Reviews that seem too perfect or describe odd details deserve a second look before you buy. Cross-checking several sources is a simple way to protect your wallet from manufactured praise.