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A consumer watchdog the UK has reported that many Internet sites are full fake reviews. The UK's Competition and Market Authority (CMA) believes there are millions reviews sites hotels, restaurants, theatres and online stores that have been paid to trick shoppers. It said at least 25 million people Britain read reviews on websites such as Amazon and TripAdvisor before booking holidays or doing online shopping. The CMA found there was a growth the industry that writes fake reviews companies and businesses. Many companies wrote fake reviews themselves as a marketing tool. Others offered money, free samples or upgrades in exchange five-star reviews.

Online reviews are very important businesses. Industry analysts estimate that Britain alone, $36 billion a year consumer spending could be influenced online reviews. A CMA spokeswoman said: "Millions of people look online reviews and endorsements before making decisions such as where to stay holiday or which plumber to use." She added: "We have found that consumers who use online reviews and endorsements find them valuable, but we have also heard about some practices that may be unlawful." Some the more illegal activity includes rival companies posting negative remarks each other's goods and services. Bosses could face going to prison doing this.

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