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The Federal Trade Commission's Division of Advertising Practices monitors deceptive endorsements that cheat businesses and consumers of their purchasing experience. Fake reviews violate Section 5(a) of the Federal Trade Commission Act (FTC Act) (15 USC §45) which prohibits "unfair or deceptive acts or practices in or affecting commerce." According to the World Economic Forum, a Swiss lobbying group, fake online reviews cost businesses and consumers $152 billion a year. "When there is motivation to profit more from this kind of practice, it's likely that sellers might engage with this practice," UCLA researcher Sherry He said. He, along with researchers Brett Hollenbeck and David Proserpio, conducted a 2021 research project delving into the markets for fake online reviews. The researchers found that sellers post in private online groups to promote their products and pay customers to purchase them and leave positive reviews. This Facebook post asks for someone who is interested in creating "a long-term partnership" writing fake reviews. Kay Dean said online fake reviews "extend across every profession". (InvestigateTV) In October of 2021, the commission sent out a reminder to 700 companies – including "top consumer products companies, leading retailers and retail platforms, major ad agencies and other names you know" notifying them of fines that could arise if fake online reviews were found to deceive the public. If you find a fake review, experts said report it to the FTC and the platform you are using. If you see reviews that are posted within hours/days of each other's, be skeptical.

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