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Choice runs Christmas ads warning of 'fake review' industry

AN ADVERTISING campaign warns online shoppers to watch out for fake reviews of products sold on the internet. The consumer advocacy group Choice began the campaign this week. It warns shoppers to look out for fake reviews that try to "dupe" them into buying products.

The campaign highlights the way some big online businesses pay others to write false reviews of their products.

Choice spokesman Tom Godfrey said the campaign aimed to illustrate how easy it was for dodgy businesses to pay for fake reviews and social media followers.

He cited research by the Harvard Business School that showed up to 16% of online reviews on some websites were false and some cases had made it to Australia, where large businesses were caught posting negative reviews of their competitors' products.

The campaign has a "click-farm owner" in a satirical advertisement with the slogan "you pay it, we say it".

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