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Many ad tech firms vet sites for child porn, hate speech, violent content or illegal drugs. But checking for accuracy of information hasn't been a consideration, which is why a Conservative101.com article with a headline claiming that Sharpton was leaving the U.S. continues to absorb ad money.
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Online shoppers can take matters into their own hands and decide for themselves whether or not a review of a product is fake. However, it is primarily the e-commerce site's responsibility to ensure that its customers do not have to do this. Of course, brands shouldn't be writing false reviews of their products in the first place, but until there is a way to stop them, elimination will win out over prevention.
What brands and e-commerce sites may not be aware of is how much weight reviews carry when it comes to trust among their customers. 95% of consumers suspect censorship or false reviews are at play when bad reviews are nowhere to be found online. Skepticism in e-commerce, much like almost every place on the internet, is inevitable to an extent. However, according to Quartz India, 56% of online shoppers don't trust product reviews, 65% don't trust product ratings, and a whopping 72% of Indian e-commerce buyers are weary of incorrect information and believe fake reviews have become the norm. Is this really the right direction for e-commerce to be moving in?