What Does the FTC Fake Review Rule Ban?

It bars fake or false consumer reviews and testimonials and some incentive practices. It helps enforcement but does not make every review real.

Published October 25, 2026 · 3 min read · Topic: Buying, Prices & Authenticity · Buying & prices

Typical situation

You read that fake reviews are now banned, and you wonder whether that means the reviews on your favourite bag shop can be trusted.

Main answer · berabags Editorial Team · Rules view

The FTC’s rule on consumer reviews and testimonials, in 16 CFR Part 465, bars businesses from creating, selling or buying fake or false consumer reviews, and covers some related practices. It is a tool for enforcement, not a guarantee that every review is real.

What the sources say

The FTC announced the final rule in August 2024 and described it as banning fake reviews and testimonials.
Its business guidance has a questions-and-answers page on the rule, which sets out what sellers must avoid.
The rule covers reviews that falsely present themselves as coming from someone who does not exist or who did not use the product.
It also covers some practices such as paying for reviews that depend on their sentiment, according to the FTC’s summary.
The FTC’s advice to shoppers is still to check a variety of sources and not to assume you can spot a fake by looking.

What the rule means for you

A seller buying fake reviews is breaking a federal rule.
You can report suspicious reviews to the platform and at ReportFraud.ftc.gov.
You still need to check the source of reviews yourself.

What it does not do

It does not verify any review. It does not remove fakes automatically, and it does not apply in the same way outside the United States.

A practical way to use it

If you see a run of identical, glowing reviews on a bag listing, or a reviewer who claims to have used the bag but writes nothing a user would know, report it to the platform. You do not have to prove it is fake. The reporting tool exists so that the platform can look, and the FTC takes reports at ReportFraud.ftc.gov.

Where this answer stops

This is a summary, not legal advice. The rule’s details are in the FTC’s text and its Q&A, and they can be updated.

Sources and further reading

Three more perspectives

berabags Editorial Team · Rules view

A rule that bans a practice does not remove it. It gives the regulator a tool to act against it, which is why you should still check the source of a review.

berabags Editorial Team · Purchasing view

Use the rule as a reason to report a suspicious review, not as a reason to trust every review. If something looks fake, tell the platform and the FTC.

berabags Editorial Team · Selection view

Look for signs that a seller discloses incentives. Some sites label reviews written by people who got a free product, and that label is useful context.

Independent and unofficial. berabags is an independent editorial site. It is not affiliated with, endorsed by or sponsored by any bag brand, retailer, airline or agency named on this page. This page contains no affiliate links; if berabags adds any in future they will be labelled. Rules and policies change, so check the linked source before you act. This is general information, not legal, medical or professional advice.