Amazon, review sites Glassdoor and Trustpilot, and travel companies Expedia Group, and TripAdvisor have forged a global alliance named the Coalition for Trusted Reviews. 

The primary goal of this cross-industry collaboration is to safeguard access to reliable consumer reviews on a global scale, empowering consumers to make well-informed purchasing decisions.

CJ Allen, Expedia Group vice-president of marketplace experience and trust, said in a statement: “Authentic reviews are crucial for travellers when booking accommodations, destinations, and experiences.”

Key initiatives

The coalition has pledged to tackle the issue of fake reviews through multifaceted strategies: 

Industry alignment: Developing universal standards and definitions within the industry to identify and combat fake reviews.

Best practice sharing: Identifying industry-wide practices for hosting online reviews and sharing updated content moderation processes and new methods for detecting fake reviews.

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Information sharing: Sharing intelligence on the modus operandi of fraudulent actors such as companies that peddle fake reviews to boost reputations. 

Advocacy: Collaborating with academics and public policy leaders to underscore the value of genuine review content to consumers and to stop the publishing of fake reviews.

Spencer Mott, chief security officer at, outlined in a statement how the company aims to tackle the issue: “From machine learning fraud detection models to custom-made tooling for our teams of experienced moderators, we are continuously enhancing our efforts, including through collaborating with this coalition of like-minded platforms”.

Inaugural conference spurs coalition formation

The coalition traces back to the inaugural Fake Reviews Conference held in San Francisco in October 2022, orchestrated by Tripadvisor. 

Industry leaders convened to address the pervasive challenges of fake reviews, and government representatives, academia and industry experts provided insights.

This coalition is poised to engage in public education and foster continuous information exchange among its members, with the overarching objective of combatting review fraud.

Dedication to integrity, transparency and accountability

Through concerted efforts, the coalition aims to establish new benchmarks for maintaining the authenticity of reviews, thereby instilling confidence in consumers globally. 

This collaboration underscores a shared commitment to combating fake reviews and fortifying the foundation of trust in the world of online consumer reviews.

The next meeting is scheduled for 5 and 6 December 2023 in Brussels, at the second Fake Reviews Conference, organised by Amazon.