How to investigate online reviews

This guide is part of our Resources section that provides tips and knowledge to help you build your OSINT and digital investigative skills. Our resources are only available to paying Members. Upgrade now and you’ll save over 20% with our limited time launch discount. Get access to all Indicator content plus a monthly workshop where we do a deep dive on OSINT tools, techniques and other digital investigative approaches.

Businesses love to tout positive online reviews.

From banks and apps to plumbers, restaurants and beyond, companies proudly display virtual badges or real-life stickers that celebrate their high ratings and popularity. Reviews are a great source of information for consumers — as long as they’re real.

The reality is that fake or inauthentic reviews are rampant online. Between 30% and nearly 40% are fake, according to some estimates. People and companies sell reviews as a service, and unscrupulous businesses do their best to game review platforms and systems.

Fake reviews typically take two forms:

• Favorable reviews and ratings placed by inauthentic accounts

• Positive reviews placed by real people that were paid or otherwise compensated to give a review

This guide equips you with fundamental knowledge to help you analyze online reviews for signs of inauthenticity. I suggest reading it alongside my investigation into the suspicious reviews for a range of online businesses run by a Pakistan-based scam network.

Sections in this guide

• Actor, Behavior, Content

  • Actor

  • Behavior

  • Content

  • Other things to keep in mind

• Tips for different platforms

  • Trustpilot

  • Google

  • Facebook

  • Better Business Bureau

  • Amazon

• Using online reviews to reveal a larger network

• Reading/resources

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