SINGAPORE: Quantum Globe, the owner of Lambency Detailing, has found itself in hot water for posting fake five-star reviews on its business page on sgCarMart. The Competition and Consumer Commission of Singapore (CCCS) disclosed on Thursday, 3 July 2024, that the detailing company had used AI—specifically ChatGPT—to generate these misleading reviews over the past two years, without the consent of its customers.
Investigation Initiated
The investigation began in January 2024 after a customer complained about unauthorised reviews bearing her name. Apparently, Quantum Globe had submitted reviews using personal details such as names, vehicle registration numbers, and photos—all without approval from the customers involved. Seven other individuals were also found to have been affected.
CCCS’s Findings
- Mass Postings: Customers unknowingly had their information used to generate fake reviews.
- Digital Techniques: The regulator employed algorithms to identify suspicious review patterns.
- Admission of Guilt: Quantum Globe confessed to its wrongdoing and provided a written undertaking to cease such unfair practices.
Measures Taken
Quantum Globe has agreed to several corrective actions:
- A six-month feedback channel for consumers to report any fake reviews.
- Notification of customers whose details were misused.
- Publication of notices on sgCarMart to inform potential customers about the fake reviews.
- Commitment to remove identified fake reviews within eight working days.
Director Matthew Lim Jun Ho has emphasised a commitment to ethical practices moving forward, ensuring that no unfair trade practices would occur again under his watch.
Impact on Business Ethics
Alvin Koh, chief executive of CCCS, noted that this incident is the second major fake review case the commission has uncovered and the first involving AI technology. He expressed concern, stating, “When businesses post fake reviews to boost their ratings and popularity, they poison the well of consumer trust….”
How to Spot Fake Reviews
CCCS also advised consumers to look more closely at online reviews:
- Check the variety of review scores; excessive positivity may signal fakes.
- Beware of generic phrases that lack substance.
- Look for patterns, such as similar language or repeated names.
Consumers facing unfair trade practices can contact the Consumers Association of Singapore (CASE) at 6277 5100.