Digital Forum

The War on Fake Content: Understanding the Nature of Fake Reviews for Savvier Fraud Prevention

May 5, 2020

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Today’s headlines are ripe with data breaches and fraud attempts, but fraud goes far beyond stealing identities and payment information. Sift Trust & Safety Architect Kevin Lee reveals why spammy content is the fastest-growing type of fraud, with 50% of businesses expecting content abuse to increase over the next 12 months, taking a massive toll on customer loyalty and affecting both revenues and growth. Over recent years, the growing threat of fake reviews forced the FTC to launch its first ever case challenging paid fake reviews on websites. Consumer perceptions and feelings towards fake reviews highlight risks of brand abandonment and the potential to suffer long term revenue loss. Despite growing concerns over fake reviews, many businesses still heavily rely on reviews as a key search differentiator. Business need to smarten up. They need to evolve and adopt new strategies that protect their users, how to identify fake content, and take a proactive defensive approach.
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