FAIR OR NOTPaid rankings and fake reviews: fair or not?
Before buying, most of us check reviews and "best of" lists. But the top result may be an ad, the list may earn a commission on every sale, and some reviews may be fake or bought. Some of this is legal if disclosed. Some is now clearly banned. The hard part is telling them apart.
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What happens
Search engines and shopping sites sell placement, so paid listings can appear above or among regular results. Many review and "best of" sites earn a commission when you click a link and buy, and some products pay more than others. Sellers may also send free products or coupons in exchange for reviews.
At the worst end, companies buy fake reviews, post fake bad reviews about rivals, have employees post praise without saying so, or hide negative reviews. The FTC's rule on consumer reviews and testimonials, in effect since October 21, 2024, bans fake reviews, buying reviews that must be positive or negative, undisclosed insider reviews, fake "independent" review sites the company controls, certain review suppression, and fake followers or views.
Why many people say it’s not fair
- Paid placements can look almost the same as regular results.
- Affiliate commissions can reward ranking the product that pays most, not the one that works best.
- Fake reviews are often impossible to spot, even for careful shoppers.
- Hiding bad reviews makes ratings look better than real customers' experiences.
- Disclosures are often small, vague or placed far from the recommendation.
- Honest businesses lose sales to those that game the system.
The other side
Sites say ads and affiliate commissions pay for free content and testing that readers would not pay for directly. Many reputable review outlets say commissions do not affect their picks and keep editorial and business teams separate. Search and shopping platforms say they label sponsored results and spend heavily to detect fake reviews.
Sellers note that giving free products for honest reviews helps new products get noticed, and the FTC's rule allows incentives as long as they are not tied to a positive or negative review.
Options you may not be told about
What you can do
- Scroll past sponsored results and compare with regular listings.
- Check whether a "best of" list explains how it tests and how it makes money.
- Read recent reviews from several sites, not just the seller's.
- Be wary when nearly every review is five stars and sounds similar.
- Leave honest reviews yourself, good and bad.
- Report suspected fake reviews to the site and to the FTC.
Rules and your rights
The FTC's Trade Regulation Rule on the Use of Consumer Reviews and Testimonials took effect October 21, 2024, and allows courts to impose civil penalties for knowing violations. In December 2025, FTC staff sent warning letters to 10 companies about possible violations. The FTC's Endorsement Guides, updated in June 2023, explain how to disclose paid connections and cover review manipulation. FTC staff have also told search engines to clearly separate ads from regular results. Report problems at ReportFraud.ftc.gov.
Has this happened to you? Share what happened so others know what to expect.
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Common questions
Are fake reviews illegal?
The FTC's rule on consumer reviews and testimonials, in effect since October 21, 2024, bans fake reviews, buying reviews that must say something positive or negative, undisclosed reviews by company insiders, and certain review suppression. Courts can impose civil penalties for knowing violations. Some states also have their own consumer protection laws.
Can companies give free products for reviews?
Yes, in many cases. The FTC's rule allows incentives for reviews as long as there is no express or implied requirement that the review be positive or negative. Under the FTC's guidance, such paid connections should be clearly disclosed so readers can decide how much weight to give the review.
How can I tell if a "best of" list is paid?
Look for an affiliate or advertising disclosure near the recommendations, and check whether the site explains how it tests products. FTC guidance says affiliate relationships should be disclosed clearly and close to the recommendation. Compare picks across several independent sources to see whether the same products keep coming up.
Sources: Federal Register: Trade Regulation Rule on the Use of Consumer Reviews and Testimonials (Aug. 22, 2024) ↗ · FTC: The Consumer Reviews and Testimonials Rule, questions and answers ↗ · FTC: FTC warns 10 companies about possible violations of the Consumer Review Rule (Dec. 2025) ↗ · FTC: Updated advertising guides to combat deceptive reviews and endorsements (June 2023) ↗ · FTC: Endorsement Guides, what people are asking ↗ · FTC: Guidance to search engines on distinguishing ads from results (2013) ↗ · FTC Consumer Advice: How to evaluate online reviews ↗ · FTC Business Blog: Comply with the Consumer Review Rule ↗
General information, not legal, financial or real estate advice. Whether a practice is fair is a matter of opinion; votes and shared experiences are the views of site visitors, not AblePro, Inc. Rules and company policies change; check current terms and your state’s rules.