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  • Writer's pictureMarkos Vittorakis

Paid Review Companies: The Menace That Must Be Stopped

Updated: Jun 4, 2023

In the age of online shopping and travel, customer reviews have become an integral part of our decision-making process. Platforms like Booking.com, TripAdvisor, and Google have revolutionized how we assess businesses before purchasing or planning a trip. However, behind the veil of authenticity lies a troubling trend: companies that get paid to write glowing reviews on these platforms. This deceitful practice not only misleads the public but also undermines healthy competition among businesses that genuinely strive to provide exceptional services.


Recent revelations have shed light on the audacity of these paid review companies. They have begun approaching businesses directly, sending price lists for their services via email to Greek hotels and companies. Attached to this article is an example of one such email, allowing you to witness firsthand the brazenness with which these companies operate. It's crucial for readers to be aware of this unethical behaviour and its consequences. Phone numbers and email addresses have been covered.

Email from companies that offer fake reviews

While these paid review companies are primarily to blame for perpetuating this deception, the businesses that choose to engage with them share responsibility for the resulting crimes. By purchasing fake reviews, these businesses contribute to misleading the public and engaging in unfair competition with other companies that genuinely prioritize customer satisfaction. It's essential for businesses to understand the negative impact of such actions on both consumers and the industry as a whole.


While the primary responsibility lies with the companies writing fake reviews, platforms like Booking.com and TripAdvisor also have a role to play in addressing this issue. These platforms are entrusted with providing accurate and reliable information to users. Therefore, they should take proactive measures to identify and eliminate fraudulent reviews. By implementing stricter verification processes, utilizing AI algorithms, and encouraging genuine user feedback, these platforms can help maintain the integrity of their review systems.


To combat the growing prevalence of paid review companies, several suggestions can be implemented:

  1. Strengthen Verification Processes: Online platforms should implement rigorous verification procedures to ensure that reviewers are genuine customers who have actually experienced the services or products being reviewed. This could include confirmation emails, proof of purchase, or other methods to validate authenticity.

  2. Employ Artificial Intelligence: Advanced AI algorithms can analyze review patterns, language usage, and suspicious activity to identify potential fake reviews. By employing machine learning techniques, platforms can enhance their ability to detect and remove deceptive content.

  3. Encourage Genuine User Feedback: Platforms should actively encourage users to provide honest feedback by offering incentives or rewards for verified and detailed reviews. This approach helps shift the focus towards genuine user experiences and discourages fake reviews.

  4. Collaboration and Industry Standards: Online review platforms, businesses, and relevant regulatory bodies should collaborate to establish industry-wide standards and best practices for managing and monitoring online reviews. This cooperation can help foster a more transparent and trustworthy review ecosystem.

The rise of paid review companies is a grave concern that tarnishes the credibility of online review platforms. The complicity of businesses in perpetuating this deception further deepens the problem. To address this issue effectively, a collective effort is required from online platforms, businesses, and regulatory bodies. By implementing stricter verification processes, utilizing AI algorithms, encouraging genuine user feedback, and establishing industry standards, we can safeguard the integrity of online reviews. Together, we can restore trust and ensure that customers make informed decisions based on genuine experiences, leading to fair competition and improved services for all.

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