06/21/2012 10:27 am ET

Who Has The Most Fake Consumer Reviewers?

Go on TripAdvisor's UK site and you can no longer find the "reviews you can trust" slogan anywhere on the page (it still exists in the US, in tiny grey print near the bottom of the page.) Legally forced to remove the phrase, soon they might just have to say "a lot of fabricated reviews you can sort of trust" as new research shows that about 3.6 million of TripAdvisor's reviews are likely fake.

TripAdvisor's not the only culprit; Yelp has been hit with several lawsuits over defamation and false reviews too. Second maybe only to online commenters, online reviewers (Yelpers in particular) can be some of the worst people on the Internet — it seems like the only time anyone is compelled to write a review is when they've just had THE WORST EXPERIENCE of their life.

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