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Despite the prevalence of fake reviews, the Center for Data Innovation found that almost half of American consumers trust online reviews to the same degree that they trust recommendations from friends or family members. In a recent article for Law, Innovation and Technology, Mateja Durović and Tim Kniepkamp of King's College London discuss the inadequacy of current EU consumer law in protecting consumers from fake reviews online. They argue that an effective framework would minimize the manipulation of authentic online reviews by holding online platforms accountable for fake review violations. Among other suggestions, Durović and Kniepkamp recommend implementing reviewer identification processes that help platforms link opinion spam or reviews created by traders to bad actors. They also advocate limits on incentives that companies provide for submitting online testimonials. They suggest capping incentives at 5 percent of the transaction value, requiring disclosure of incentivized reviews, and excluding incentivized reviews from average ratings.