Competition watchdog says 45 firms caught buying fake online reviews

The list spans clinics, hair and beauty salons, amongst others.

The Competition and Consumer Commission of Singapore has taken action against 45 businesses that bought fake online reviews, after uncovering a provider that sold the service to about 100 firms.

On 30 September, Julian Tung Yan Kai, sole director of Reputifly, ran the operation through the company and the websites BuyReviewSG and GetReviewSG.

The list spans clinics, hair and beauty salons, funeral and security firms, restaurants, a law practice and a translation service.

The first phase of the probe covered the provider and 47 businesses, and 45 admitted buying fake reviews.

Two declined to give undertakings on CCS's terms and remain under investigation, with firmer action possible.

A second phase will examine the remaining clients and others who may have bought from the provider. It is CCS's largest fake review case by number of businesses.

Packages on BuyReviewSG's catalogue ranged from $139 for 21 reviews, posted three a day over seven days, to $219 for 35 reviews, posted five a day.

Reviews were generated with generative artificial intelligence, varied in style and tone, with details specific to Singapore and ‘natural imperfections', and clients could edit them before posting.

CCS ordered the 45 businesses to remove the fake reviews, report progress to CCS, strengthen compliance and display a public apology for six months on their websites, social media accounts and premises.

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