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Amazon, Booking.com, Expedia Group, Glassdoor, Tripadvisor and Trustpilot are forming a coalition in the fight against fake reviews. They begin by discussing what fake reviews actually are.

In the Netherlands, the posting of fake consumer reviews at online stores and digital platforms has already been banned since last year, but these platforms are presumably not getting the management under control.

Last week, the six companies, including one European (Trustpilot, Denmark), announced the formation of a coalition. Through collaborative initiatives, they aim to create new guidelines for ensuring the authenticity of reviews that consumers can trust worldwide.

The initiative is a way to show government sightholders that they are serious, but also that they cannot control the flood of fake reviews.

The Coalition for Trusted Reviews will begin by developing common standards and definitions that can be used by all industries to determine what a fake review is and other terms and criteria for moderating review content. Next, they will exchange knowledge and experiences on how to take effective action against violations.

Furthermore, there will be lobbying with academics and policymakers to demonstrate the importance of honest reviews to consumers and support industry efforts to prevent fake reviews from being published.

Photo: Susan Mohr, on Unsplash

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