Fake online reviews are distorting competition and endangering consumers, report finds

By the Editorial Team · Monday, October 26, 2026

A new report from the Canadian Anti-Monopoly Project reveals that fake online reviews have become widespread across various industries, creating unfair competition and risking consumer safety. The report calls for regulatory action in Canada to enforce transparency, warn consumers about fraudulent reviews, and hold online platforms accountable for policing deceptive content.

Nick Ford, owner of Integrity Masonry in Ottawa, recalls the extensive effort his small business invested to maintain a perfect five-star rating on Google. "Always coming back, being on time, all the little things we did," he said, underscoring that this reputation was a key competitive advantage. However, he has observed competitors rapidly accumulating similar volumes of positive reviews, often overnight, which has in some cases led to poor workmanship and damage to customers' properties.

Fake online reviews, once a minor nuisance, have escalated into a significant problem affecting consumer trust and fair competition, according to a new report released by the Canadian Anti-Monopoly Project (CAMP), an independent think tank. The report highlights how the proliferation of fraudulent reviews poses risks beyond misleading consumers to choosing unsafe or substandard services.

The report notes that a black market has emerged around the purchase of fabricated reviews, with some actors offering services to boost businesses’ ratings or to harm competitors’ reputations for a fee. This issue permeates a broad range of sectors, including retail, dining, home repair, healthcare, and legal services.

Despite the growing scale of the problem, the report argues that online platforms hosting reviews, such as Google and Amazon, often lack sufficient incentives to rigorously police fake content or to curb the activities of brokers facilitating fabrications. This gap has allowed deceptive practices to flourish, distorting competition and potentially endangering consumers.

To address the issue, CAMP urges Canadian regulators to implement measures requiring online platforms to issue public warnings when a business is found to be leveraging fake reviews. The report also recommends the establishment of information-sharing systems to identify repeat offenders and advocates for transparency concerning regulated professionals—including doctors and lawyers—who engage in such deceptive practices.

As online reviews increasingly influence consumer choices, the report emphasizes the need for regulatory intervention to preserve marketplace integrity and protect consumers from harms associated with fraudulent feedback.

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