Yelp Tries New Strategy: Will Consumer Alerts Discourage Fake Reviews?

By Karla Robinson
October 22, 2012

Last week, Yelp introduced a new consumer alert label in an effort to to crack down on fake reviews.
“Whenever Yelp catches a business paying a customer or individual for a review, the site will flag that company’s page with a notice that reads, ‘We caught someone red-handed trying to buy reviews,'” Mashable reports.
The label will remain on the page of an infringing business for 90 days. If the business continues to buy reviews, the notice will stay longer. Additionally, interested users can click on the label to see the fake reviews.
Yelp hopes the initiative will cut down the number of fake reviews by creating a strong disincentive for businesses, but Mashable notes, “It remains to be seen how successful this new effort from Yelp will be.”
“Yelp’s automated review filter is working around the clock to flag these types of biased reviews, and we believe that you deserve the right to know when this type of activity is taking place behind the scenes,” explained the company in a blog post.
The issue of fake reviews is expected to continue in the coming years. According to a report by Gartner, fake responses will rise to 10-15 percent of all social media reviews in 2014.

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