Shortcuts like fake reviews and hidden incentives cost more than they pay

Reviews work because they compress lots of experiences into a small, trusted signal. When brands game that signal—planting reviews, paying for undisclosed posts—they burn the very trust they’re trying to rent. In behavioral terms, deceptive social proof backfires. Once people sense fakery, they discount not just the fake review but the whole brand.

Ethical requests produce better data and longer‑term gains. The best reviews are specific and balanced, written when the experience is fresh. Asking “Would you share one detail that helped you most?” yields remarks others can use, and it doesn’t sound like begging. Disclosures don’t hurt results the way people fear. In some studies, transparent endorsements can increase credibility because they reduce reactance—the human “don’t manipulate me” response.

A small retailer published their review policy on their site and in every post‑purchase email. They removed a handful of too‑perfect reviews from an overeager contractor and explained the cleanup to customers. Sales dipped for a week, then rose as people commented on the honesty. The team slept better, too.

Integrity isn’t a vibe, it’s a system. Write the rule, ask fairly, disclose always, and audit. Trust takes years to build and seconds to lose, and unlike ad spend, you can’t just refill it next quarter.

Write down your review and disclosure rules and publish them where customers and partners can see them. Ask for honest, specific feedback right after wins and require disclosures for any gifted or paid collaborations. Each quarter, scan for anything that breaks your rules, remove it, and tell people why. The short hit is worth the long calm. Draft the policy today.