Online reviews have become the go-to resource for everything—from buying gadgets and booking hotels to choosing training courses or restaurants. But are these reviews always trustworthy? In a digital world flooded with ratings and testimonials, many of us have discovered the hard way that not all five-star reviews are created equal. This post explores how incentives, outdated information, and persuasive advertising often skew online ratings—and why the opinions of people you know can be far more reliable.

Case Study 1: The Paid Review Trap
When Nivetha decided to restart her career, she turned to online reviews and picked a two-day classroom training. The fee was steep, but the 4.8/5 rating convinced her it was worth the investment. The training promised value but delivered something she could have learnt through Wikipedia or for free online. Disappointed, she realized the classes were not worth the money she had paid for. What puzzled her most was the glowing online ratings. The answer arrived the next day—she received an email: “Give us a 5-star review, and you’ll get a ₹500 voucher.” The incentive was tempting, but Nivetha questioned the ethics: were the stellar ratings genuine, or had they been bought?

What went wrong?
It’s easy for a person to be swayed by a small incentive. The reward for 5-star ratings had distorted the online reviews and also misleads future customers, making them unreliable and undermining the credibility of feedback.

Case Study 2: When Awards Can’t Be Trusted
Ria was driving on the highway when she noticed something peculiar: multiple billboards for different car brands, each proudly claiming the “Car of the Year” award. She knew various publications and organizations give out their own awards, but it still made her wonder—how can they all be “the best”? A few weeks later, she found a clue. An email from a marketing firm offered her company an award in a specific category, but only if they paid a fee that could be “clubbed as part of the marketing budget.” This practice, often called “pay-to-play,” instantly made her realize that the accolades she’d seen on those billboards might not have been earned at all. A practice that misleads consumers into believing a company or product has been genuinely recognized for its excellence.

Case Study 3: The Friend Factor
Vishnu’s experience buying his first car was another lesson. An emotional milestone, he did his research online and was drawn in by relentless ads touting a particular model’s 5-star safety rating. He was ready to buy it until a lunch conversation with colleagues changed his mind. Babu, who already owned that model of the car, confessed he was unsatisfied with the quality of interior parts and the engine and the positive online publicity the car had received was a job done well by the marketing team. He advised Vishnu to consult Gopi, a car enthusiast whose recommendations were based on real-life experience. Gopi’s thoughtful advice helped Vishnu find the right car for his needs.

Your friends’ honest opinion trumps a thousand 5-star reviews.

Case Study 4: Advertising and Authenticity
Manish ran into similar trouble when he searched online for office chair & desk to setup his home office, during the Covid lockdown. Soon, he was bombarded with polished online ads and enthusiastic testimonials. Manish purchased the chair and desk, only to discover a few weeks later that they were poorly made and falling apart. A few days later, in the office lunch table, another colleague, Subha was asking for opinions to buy an office chair and mentioned the ads she saw from same company Manish had purchased. Manish was fuming because he fell for a wonderfully crafted advertisement and strongly suggested not to purchase that chair. Hearing this, another colleague recommended a chair he was using for years, and was of good quality and affordable. Subha made her purchase based on recommendation from a trusted friend and found it good. Manish & Subha now trust & ask suggestions from friends, colleagues, or through alumni WhatsApp groups before buying something or eating out, rather than relying on online reviews.

What went wrong?
Persuasive advertisements & suspicious testimonials lured Manish into buying a poor quality product.

Case Study 5: Old Reviews and New Problems
Arthy’s attempt to treat her guests at a local restaurant, based on positive reviews online, ended in disappointment. When they went, she was upset that neither the food nor the ambience lived upto the hype the reviews had promised. Talking to her friend later, she learned the restaurant had changed management years earlier and quality had dropped since. She also noticed how the restaurant staff placed a small card with QR code, politely asking her to leave a 5-star review.

What went wrong?
Outdated reviews misled Arthy and the restaurant’s aggressive solicitation of high ratings further distorted the truth.

Case Study 6: The Malicious Competitor
Shan, the owner of a popular cafe, is facing a problem many small business owners dread: fake negative reviews. A jealous competitor has orchestrated a campaign to sabotage his reputation. The competitor has enlisted friends and acquaintances to write scathing reviews on various online platforms, even though they have never set foot in Shan’s cafe. These reviews are not based on any real experience; they are a calculated and malicious attempt to drive down his star rating and mislead potential customers. This case highlights how online review systems can be exploited not only by unethical businesses but also by malicious competitors who weaponize fake reviews to undermine a rival’s success.

Whether it’s a 5-star rating bought with a gift voucher, a testimonial from an anonymous user, or an award paid for by a company, the goal is the same: to create a perception of quality that might not exist in reality. Nivetha, Ria, Vishnu and Manish learned that a manufactured reputation, built on awards or paid endorsements, is no substitute for genuine quality. The best way to know if a product is truly excellent is to rely on the trusted, real-world experiences of people you know.

User Reviews – which began as a system designed to build trust and attract more visitors has now become unreliable, compromised by vested interests and manipulative practices. 

How Might We Make Online Reviews Trustworthy?

Implement a “Re-Review” Nudge: What if, after posting a review, users received a gentle nudge a day later—asking if their review was genuine or incentivized, encouraging them to rethink or edit if necessary.

Ask Better Questions: A one-time visitor to a restaurant might give a good review, but a repeat customer is a sign of true satisfaction. Asking a question like, “Will you come back again?” could better gauge a customer is really in love with the food or service. Some relevant options like “Just came to explore” or “Came here for the Instagram worthy ambience” can help filter out one-off, potentially incentivized reviews.

Question Incentivized Reviews: Look critically at testimonials rewarded by discounts or vouchers, and be wary of ratings that seem unusually positive.

Check Review Dates: Verify that feedback is recent and relevant to avoid being misled by outdated comments.

Rely on Your Network: The most trustworthy reviews come from people you know. Your friends, colleagues, neighbors, alumni groups and trusted communities are far more reliable sources of information than a faceless online rating. They have no incentive to lie and can offer personalized advice based on their own experiences. The next time you’re tempted by five-star ratings, reach out to someone you trust – someone with real skin in the game.

Share Honest Feedback: When we write reviews, let’s pledge to be honest & transparent about our experience and help others make informed decisions.

Have you ever been misled by fake reviews? Share your experience in the comments below, and let us know what could have helped you make a better choice. Thank you 🙂

The reviews you can really trust, come from the people you know.

*Thanks to Pari, Ravi, Ajeeth & Vidhya for reviewing the draft of this post & for the early feedback.
*This blog post was refined using Gemini & ChatGPT

Tidbits:
– 15 Red Flags You’re About to Eat at a Bad Restaurant 
– How the book, ‘Skin in the Game’ changed how I understood risk and success