Before you hire a real estate agent, choose a contractor, or make just about any major purchase, there\u2019s a good chance you check the reviews first. Five stars can be persuasive. But what happens when those stars aren’t telling the whole story?<\/p>\n\n\n\n
The FTC is paying attention.<\/strong><\/p>\n\n\n\n The Federal Trade Commission’s Consumer Reviews and Testimonials Rule has been in effect since October 21, 2024, and its message remains clear in 2026: businesses can’t manufacture credibility with fake reviews, buy reviews they know are false, or offer incentives specifically for positive\u2014or negative\u2014reviews.<\/p>\n\n\n\n And this isn’t just a warning from years ago. In 2026, the FTC has continued taking action involving deceptive reviews, including a May case alleging a company created fake local-business listings and used fake reviews to mislead consumers.<\/p>\n\n\n\n For buyers and sellers, online reviews can be an important part of researching an agent. But a glowing testimonial shouldn’t automatically be treated as the final word.<\/p>\n\n\n\n Look for reviews from identifiable customers, check multiple sources, and pay attention to patterns. The FTC specifically recommends considering where reviews come from and watching for suspicious bursts of reviews appearing within a short period.<\/p>\n\n\n\nWhat Does This Mean for Real Estate?<\/h3>\n\n\n\n