Mozilla's Firefox browser takes on fake reviews with Fakespot-powered 'Review Checker' feature

Firefox, the popular web browser, is experimenting with a novel feature known as ‘Review Checker’ that aims to assess the reliability of product reviews. This feature is especially significant given the rampant issue of fake reviews plaguing online retailers.

Amazon, for instance, has been waging a relentless battle against fraudulent reviews, even resorting to legal actions. In the UK, the antitrust regulator launched an investigation into this issue. Mozilla, the organisation behind Firefox, is now poised to provide users with a tool to sift through untrustworthy reviews.

How does it work?

The ‘Review Checker’ is currently in the testing phase with a limited audience in the United States. The tool can be accessed through an icon resembling a price tag in the browser's URL bar.

Once clicked, it opens a sidebar displaying information about the product on the currently open page. This innovative feature employs advanced technology acquired from Fakespot, a company Mozilla recently integrated into its ecosystem.

Powered by Fakespot

Fakespot's technology relies on sophisticated artificial intelligence and machine learning systems to discern patterns and similarities among reviews. It flags those reviews most likely to be deceptive, thereby assisting users in identifying trustworthy product feedback.

Notably, Fakespot was acquired by Mozilla earlier this year. Fakespot already offers a similar service through its website, browser extensions (for Chrome and Safari), and mobile apps for iOS and Android.

While Fakespot's services were available across various browsers and platforms, the integration of ‘Review Checker’ into Firefox is expected to be a significant boost for the company.

This move will likely introduce Fakespot to a broader user base, helping more people identify fake reviews and make informed purchasing decisions.

No official release date yet

Despite testing the ‘Review Checker’ feature, Mozilla has not announced an official release date. Byron Jourdan, Firefox's Senior Director of Product Management, stated that they will continue testing to assess its effectiveness in improving the online experience for users.

In short, Firefox's experiment with the ‘Review Checker’ feature, powered by Fakespot's advanced technology, holds the promise of countering fake reviews and providing users with the means to sift through the noise and access reliable product feedback.

This initiative reflects the ongoing efforts to enhance online shopping experiences by combating deceptive practices in the world of product reviews.