Op-Ed: Aussies losing faith in reviews. Most are fake

Australian entrepreneur Justin Herald said fake online reviews have destroyed public trust, calling on business owners to stop underestimating their customers.

According to Herald, consumers have become increasingly frustrated by the flood of fabricated five star reviews and exaggerated praise filling online platforms.

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“Let’s be honest, most online reviews are fake,” Herald said. “Consumers know it too. They’re wising up and they’re fed up with the lack of honesty online. Every day we see the same thing, glowing reviews written by bots or marketing agencies. Do businesses really think people can’t tell?”

Herald, founder and CEO of ReferUs Network, said the credibility crisis has reached breaking point.

“Reviews are dead. If business owners think fake reviews are going to save them, they’re wrong,” he said.

“Very few people trust reviews anymore or make buying decisions because of them. Consumers are relying on something far more powerful, word of mouth.”

The collapse of trust
 

What began as a way for customers to share real experiences, Herald said, has now become a wasteland of manipulation and marketing spin.

“Reviews have lost their purpose,” he said. “They’re paid for, edited and polished to create an illusion of perfection. Consumers see right through it.”

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Even though fake reviews are illegal under Australian Consumer Law, Herald said the practice has become normalised.

“That’s the problem,” he said. “Businesses think fake credibility leads to more sales, but it’s having the opposite effect. Australians value honesty. The moment they sense something fake, they walk away.”

Herald said the damage is now visible across industries.

“People try a business with hundreds of five star reviews and walk away disappointed,” he said.

“They start wondering how the reviews could be so good when their experience wasn’t. That’s when they realise the truth, the reviews are fake.”

He added that bad reviews are often hidden or buried.

“The minute a negative review appears, it is pushed down by a wave of fake positives. Consumers are over it,” he said.

The return of real recommendations
 

Herald emphasised that the breakdown of online trust is driving a major shift back to something far more genuine, personal referrals.

“People are going back to what they’ve always trusted most, other people,” he said. “They’re asking friends, family, colleagues and local communities for recommendations. Real referrals are replacing fake reviews as the new driver of growth.”

He said the same distrust extends beyond reviews.

“People are tired of fake influencers too. Manufactured authenticity doesn’t sell anymore. The public wants truth, not hype,” he added.

Building business on trust again
 

That desire for authenticity was what led Herald to launch ReferUs Network, a world first platform that helps businesses capture, manage and track genuine referrals quickly and ethically.

“We built ReferUs to help businesses grow through honesty,” he said. “It systemises word of mouth. Every referral can be tracked, rewarded and followed up and the best part is, it’s real.”

Since launching in early 2025, ReferUs has gained rapid traction across industries including beauty, fitness, real estate, finance and franchising, reaching a three million dollar valuation within ten months and expanding into New Zealand, the United Kingdom and the United States.

Herald, who built his first company Attitude Inc. into a thirty seven million dollar global brand from just fifty dollars, said the message for business owners is simple.

“People are done with the hype. They want genuine experiences, honest service and proof from people they trust.

“The days of fake five star reviews are over. Real recommendations create real success,” he said.

The new measure of credibility
 

Herald believes this is a defining moment for small and medium sized businesses.

“You don’t need to fake your reputation, you just need to earn it,” he said. “Stop playing games online. Build trust the real way, through people.”