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Abuses akin to ballot stuffing of favourable reviews by the seller (known as incentivized reviews), or negative reviews by competitors, need to be policed by the review host site. Indeed, gathering fake reviews has become big business. [2] In 2012, for example, fake book reviews have been revealed as significantly affecting ratings on Amazon.
In 2011, the Columbia Journalism Review published an update on the site's findings. [7] In 2006, the year the project launched, it was honored with a Knight-Batten Award for Innovations in Journalism. [8] In 2007, it won a Mirror Award to honor those "who hold a mirror to their own industry for the public's benefit."