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Translating this into economic impact, the direct influence of fake online reviews on global online spending is $152 billion. The booming market for fake online reviews In general, the eventual culling of fake reviews occurs after around 100 days, giving fraudsters enough time to turn a profit. Like other online markets, such as ad fraud, the economic benefits outweigh the risks and costs of being caught. This incentivizes bad actors and the ongoing growth of this underground economy. 1. Identify and filter invalid reviews Businesses can retaliate by ensuring that fake users on review sites aren't making their way to a company's site and by deploying customer acquisition security technology to ensure marketing efforts are going towards potential customers rather than malicious bots. By gaining a better understanding of how fake online reviews affect different industries and markets, the risk they pose to a specific business can be more accurately gauged and will reveal how that has a domino effect on other businesses and revenues. Education can be the first step toward better protecting an online reputation. 5. Maintain trust The ease and access to fake reviews is only increasing whether by humans or botnets, click farms or groups. This makes online reviews one of the largest markets hit by bad actors and among the costliest in economies where e-commerce has been further expanding during the COVID-19 pandemic and continues to grow. faux saint laurent bag