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A consumer group in the UK has reported that many Internet sites are full of fake reviews. The Competition and Market Authority (CMA) believes there are millions of reviews on sites for hotels, restaurants, online stores, etc. that are there to trick shoppers. At least 25 million Britons read reviews on websites such as Amazon and TripAdvisor before booking holidays or shopping online. Writing fake reviews for companies is now big business. Many companies write fake reviews to market themselves. Others offer money, free samples or upgrades in exchange for five-star reviews.

Online reviews are very important to businesses. Estimates are that in Britain alone, $36 billion a year of consumer spending could be influenced by online reviews. The CMA said: "Millions of people look at online reviews and endorsements before making decisions such as where to stay on holiday." It added: "We have found that consumers who use online reviews…find them valuable, but we have also heard about some practices that may be unlawful." Illegal activity includes rival companies posting negative remarks about each other. Bosses could face prison for doing this.