The true litmus test for online reviews

Online reviews play a vital role in helping potential customers decide whether to buy a product or service from a company.

Research published by the Competition and Markets Authority (CMA) shows that more than half of UK adults use online reviews when making purchasing decisions. This makes online feedback one of the most influential factors in modern consumer behaviour.

However, with the growing importance of reviews, customers also face a major challenge – knowing which reviews are genuine and which are fake.

The CMA has investigated the use of online reviews and endorsements and found that, although reviews are extremely useful to consumers, some practices may be misleading or unlawful.

The CMA has raised concerns about:

• Fake reviews being posted on review platforms

• Negative reviews being deliberately withheld or not published

• Businesses paying for endorsements in blogs or articles without making this clear to readers

These practices can distort consumer choice and reduce trust in online review systems.

A real online review is written or recorded by a genuine customer who has actually used a product or service.

A fake review is often created to artificially improve or damage a company’s reputation.

Because of this, written reviews alone should always be taken with a pinch of salt – especially when they are overly positive, vague, or repetitive.

One of the most reliable ways to judge whether a review is authentic is to look for video reviews rather than written reviews.

Video testimonials allow viewers to:

• See the real person giving the review

• Hear their personal experience in their own words

• Observe genuine emotion and body language

• Listen to specific details about the service they received

This extra level of transparency makes it far more difficult for reviews to be staged or fabricated.

Yes. Video reviews are widely considered more trustworthy because they add a human element that written reviews cannot provide.

A video review often includes:

• The reviewer introducing themselves

• Personal context such as their situation and experience

• Natural, unscripted feedback

This helps potential customers imagine themselves in the same situation and makes the review feel far more authentic and relatable.

Buying or selling a home can be a daunting and emotional experience. As a result, many people rely heavily on online reviews to help them choose an estate agent.

While written reviews can be helpful, video reviews provide greater reassurance by allowing viewers to hear directly from real clients who have already completed a similar property journey.

McEwan Fraser Legal has built one of the largest libraries of client video testimonials in the UK.

The company has recorded more than 300 positive video reviews from previous clients across Scotland, making it one of the largest collections of video property testimonials in the country.

McEwan Fraser Legal has been using video testimonials for over 20 years, making video reviews a long-standing and core part of how the company demonstrates client satisfaction and transparency.

You can view their most recent client video testimonials here: Success Videos

These videos allow you to hear directly from real sellers and buyers about their experience, helping you make a more informed decision when choosing an estate agent.

Although online reviews are extremely useful, the CMA has shown that not all review practices are genuine.

To protect yourself, it is best to:

• Compare multiple review sources

• Look for detailed, specific feedback

• Prioritise video testimonials where possible

• Avoid relying on a single short or overly generic review

This approach helps you separate real customer experiences from potentially misleading online content.