![]() "If you're booking your reservation for your next hotel you're going to be looking at the five star average hotels no one will be looking for the one star average. "From the beginning we've been trained to understand that a five star rating correlates with a good product," says Saoud Khalifah, chief executive of Fakespot, a company which collects and analyses fake reviews. It is a five star factory, endlessly churning out completely synthetic ratings. Reviews are bought and sold, sometimes in their thousands, on Amazon, TripAdvisor, Yelp and Google Maps – written variously by robots, hackers, enterprising gig workers in the developing world and stay-at-home professional shoppers in the West. That is because the review was fake, bought by the Sunday Telegraph from a man in Rangpur, Bangladesh, who has never visited the UK, for just £2.80.īeneath the surface of the apps and websites where we happily browse restaurants, ponder hotel bookings and shop for Christmas presents, there is a thriving black market in fake feedback. ![]() ![]() It has a fine Victorian fountain, a memorial to Brighton's war dead and some nice flower beds, but it has no "prices" or "service". The only problem: this was not some chichi café but the Old Steine, a venerable public plaza in Brighton just beside the Pavilion. "Very fast turn time", wrote the author, beneath a five star rating. At first glance, the review looked helpful.
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