Fake reviews are now illegal under an FTC rule
Star ratings drive what we buy. A federal rule now spells out review tricks that count as unfair or deceptive practices. Knowing them helps you read reviews with a sharper eye.
- Businesses can't write, create or sell reviews that misrepresent that the reviewer exists or used the product.
- Paying or rewarding people for reviews that express a particular sentiment, positive or negative, is banned.
- Officers and managers who review their own company's products must clearly disclose the relationship.
- Hiding reviews because they're negative, while implying you're showing most or all reviews, is banned.
Fake and false reviews
Under 16 CFR 465.2, fake or false consumer reviews, it is an unfair or deceptive practice for a business to "write, create, or sell" a review or testimonial that materially misrepresents that the reviewer exists, that they used the product, or what their experience was. Businesses also can't buy such reviews or spread testimonials they knew or should have known were false.
Paying for a particular opinion
16 CFR 465.4, buying positive or negative reviews bans giving "compensation or other incentives" for reviews "expressing a particular sentiment, whether positive or negative." A free product in exchange for an honest review isn't what this section targets. A reward conditioned on five stars is.
Insider reviews
16 CFR 465.5, insider reviews requires a "clear and conspicuous disclosure" when an officer or manager reviews their own business's products. It also limits managers soliciting reviews from relatives and employees in certain cases.
Review suppression
16 CFR 465.7, review suppression bans using unfounded legal threats, physical threats or intimidation to stop or remove a review. It also bans implying the reviews shown represent most or all reviews when negative ones are being hidden. Sites can still filter content like harassment, personal information or clearly false content, as long as the filter applies to all reviews equally.
How to use this when you shop
- Sort by most recent and lowest rating, not just "most helpful."
- Be wary of a sudden burst of short five-star reviews with no detail.
- Look for verified-purchase markers and photos from real use.
- Cross-check the price history with our price tracking guide before trusting "everyone loves this deal."
General consumer information, not legal advice. Sources: 16 CFR 465.2, fake or false consumer reviews; 16 CFR 465.4, buying positive or negative reviews; 16 CFR 465.5, insider reviews; 16 CFR 465.7, review suppression.
Published October 30, 2026. We do not use affiliate links on this page; see our Affiliate Disclosure.