The United Kingdom recently suggested rules making it illegal to write and commission fake reviews. The Federal Trade Commission (FTC) has issued new recommendations warning businesses against using “misleading” review displays and gathering feedback from individuals who are most likely to enjoy the products. They also declared that companies must take both positive and negative feedback equally. Officials from the agency are also working with the UK’s Competition and Markets Authority to investigate online reviews on sites like Amazon and Google. While fake reviews have received a lot of attention, experts claim that businesses are changing customer views differently: positive feedback can be used to their benefit while negative reviews can be hidden. However, the damage has already been done to some customers. According to studies, about 90 percent of customers check product reviews before purchasing.