communication is a virus

SPOTTING FALSE ADS

1. Consider the source. Many newspapers, magazines and news web sites (including this one) write occasional reviews of products that seem pertinent for our readers. MoneyWatch, for example, has reviewed immediate annuities and money management web sites, among other things. The Wall Street Journal’s Walter Mossberg, regularly reviews technology products. And, of course, Consumer Reports rates everything from refrigerators to tires.

You may disagree with the writers’ opinions, but staff-written reviews at legitimate news sites at least are not influenced by payments from advertisers. (Beware sections titled “Advertising supplement.” Advertising supplements are paid advertisements, not editorial content.)

Independent bloggers, on the other hand, are often paid to write positive reviews. This practice is so wide-spread, in fact, that eHow even has a series of stories about how much bloggers can expect to earn and whether you should disclose that you’re being paid to blog.

If you’re not sure about the legitimacy of a review, look for the reviewers criteria. A news site will tell you how they made the judgments, which allows you to evaluate the legitimacy of the review.

2. User-Generated Content. A review is separate from the comments that follow it. Although most news sites encourage readers to post comments, these comments are typically only deleted if they’re abusive or obvious product shills. We may suspect there’s faking going on, but won’t act unless it’s obvious or verifiable. One example: On a recent post I wrote about buying cell phones for seniors, we got 20 comments in just a couple of days on a post that, frankly, wasn’t that well-read. Almost all the comments favored one manufacturer. Are people really that enthused about TracFone? Color me skeptical.

3. Look for links and product-speak. Another tell-tale sign that a reviewer isn’t legitimate is when they’re too detailed, says Lindeman. Real people talk and write like your friends, saying things like:

• “love the cup holders”
• “delivered damaged and company didn’t give a damn”
• “gorgeous hotel; cozy beds”
• “Ewww…bed bugs.”

Do your friends chirp out the full product name, model number and price? Do they provide a link to where you can buy the product? Are you an engineer? Then, probably not.

If a review has too much detail, consider it a red flag. People, who aren’t getting paid, don’t talk like that.