Singapore’s Competition and Consumer Commission (CCS) has taken action against 45 businesses and a fake review provider, Reputifly, for fabricating online reviews, marking the watchdog’s largest such investigation. Julian Tung Yan Kai, owner of Reputifly, admitted to generating fake reviews through websites like BuyReviewSG and GetReviewSG. The CCS statement was issued on Sept 30, detailing the largest fake review investigation in terms of the number of businesses involved, with Reputifly providing services to approximately 100 businesses.
Singapore watchdog acts against fake review provider and buyers
The CCS investigation revealed that Reputifly, operated by Julian Tung Yan Kai, provided fake review services to approximately 100 businesses, with 45 admitting to purchasing reviews. The fake reviews were posted on platforms including Google, Facebook, and Carousell, often using generative AI to mimic genuine customer experiences. Reputifly’s operation included an online dashboard allowing businesses to manage and track fake reviews, which were generated using existing four- and five-star Google reviews. The provider also recruited reviewers via Telegram and offered to pay them in exchange for posting prepared content and ratings.
CCS mandated that the 45 businesses remove fake reviews, publish public apologies for six months, and strengthen compliance measures. Reputifly agreed to stop providing fake review services and donate proceeds from the operation to a charity. However, two businesses declined to cooperate, prompting CCS to continue investigations and consider legal action, including contempt of court proceedings that could result in fines or imprisonment. CCS chief executive Alvin Koh emphasized that fake reviews deceive consumers and distort competition, stating the watchdog would pursue both businesses buying reviews and those profiting from their supply.
Around 100 businesses caught buying fake reviews in largest
The case underscores growing concerns about the integrity of online reviews, which consumers increasingly rely on to make purchasing decisions. Businesses involved issued public apologies. The CCS investigation remains ongoing, with a second phase targeting additional businesses that may have engaged in similar activities.
The apology must be prominent and maintained for six months.
Competition watchdog acts against fake review provider, 45 businesses
Among the businesses involved were Burma Social, which issued a public apology after procuring fake positive reviews. In an Instagram post shared on Sept 30, Burma Social acknowledged that its conduct constituted an unfair practice under the Consumer Protection (Fair Trading) Act, as fake reviews could mislead consumers. Other businesses included Picasso Hair Boutique, The Hamper Story, and Nanyang Brew Coffee, though the latter’s existence remains unclear. The case extends beyond eateries, with 45 businesses admitted to purchasing fake reviews in the first phase of the investigation.
Julian Tung Yan Kai, the sole director of Reputifly Pte. Ltd., owns and operates the websites BuyReviewSG and GetReviewSG, through which fake review services were offered to businesses. CCS investigations revealed that Tung began providing fake review services by creating and facilitating the posting of fake reviews sometime on or before 2023. The agency’s enforcement action required the parties to cease unfair practices, remove posted fake reviews, and post and maintain a public apology for six months. The investigation is ongoing, with a second phase targeting additional businesses that may have engaged in similar activities.