Stores, such as department stores and convenience stores, which used to be the main commercial outlets in Japan, are now decreasing in numbers. On the other hand, online shops are increasingly thriving. Nowadays it is said that customers’ comments about the products on sale play an important role in buyers’ decision-making processes. However, it was recently reported on TV and in other media outlets that most of these reviews are fake. It was revealed that there are many people writing reviews for products they have not purchased, working part time for websites that give rewards in exchange for positive reviews. Among these, was the case of a company in a certain foreign country that was writing and posting them in great volumes using bots. The following are characteristics of fake reviews: numerous five-star evaluations, many posts appearing on the same day for a product, and product descriptions that are vague. When the Japanese expressions are somewhat unnatural, it can be an indication that they have been created overseas, and when there are many one-star reviews, that they were ordered by competitors. Some years ago, the news that some stores were hiring people to create “sakura” (fake queues) caused quite a stir. It is said that the reasons for this kind of practice lie in the Japanese tendency to trust the testimony of others.