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The Star
23-06-2025
- Business
- The Star
Ratings, reviews and riddles: What's the deal with online reviews?
One of the first things that online shoppers usually search for when looking to buy something is user reviews. Rows upon rows of stars, scores, and ratings that are meant to guide and inform each and every purchase can in reality turn out to be far less useful than hoped for these days. From Malaysia Cyber Consumer Association (MCCA) deputy president Azrul Zafri Azmi's perspective, reviews remain very relevant to Malaysian consumers, especially when it comes to things like ordering from e-commerce platforms or deciding on where to eat. According to him, studies have shown that 71% of Malaysians take reviews into account before making an online purchase. However, he says that there are still some clear underlying issues when it comes to online reviews in Malaysia. 'The challenge now is not access to reviews, but how authentic and reliable they are. 'Honestly, trust has dropped a bit in recent years. Some consumers have started to question reviews that sound too generic or too perfect. 'We're seeing more fake reviews, incentivised ones, and even copy-pasted feedback across listings. These trends make it harder for genuine reviews to stand out,' Azrul Zafri says. Tainted trust This rings true for KL-based auditor Lee Xien Wen, an avid online shopper who says he has encountered everything from irrelevant and unhelpful reviews to ones he suspects are outright fake. 'Some of the reviews would say things like, 'Looks pretty, haven't tried it yet', often repeated in different languages. 'It makes me think they're just trying to earn points or rewards, or could even be fake reviews generated by bots. 'If I see too many like that, I usually avoid the seller or brand altogether and look for a different option,' he says, adding that this has led him to prefer official seller pages for products rather than third parties' pages, and to look for user-posted product review videos that appear to be more genuine. From Azrul Zafri's point of view, reviews being left on e-commerce platforms solely to obtain rewards, without any helpful information for other potential buyers, undermine the purpose of reviews entirely. From Azrul Zafri's point of view, reviews being left on e-commerce platforms solely to obtain rewards, without any helpful information for other potential buyers, undermine the purpose of reviews entirely. — AZRUL ZAFRI AZMI 'This is a big issue. It's unethical, and more importantly, it misleads others. Some platforms give coins or points for every review, which unintentionally encourages this behaviour. 'When users rate a product they haven't even tried, it defeats the whole purpose of helping other consumers make better choices,' he says. According to Azrul Zafri, those leaving such reviews may not fully understand the impact of what they are doing, which in the long run 'damages the system that all of us rely on – and genuine buyers end up getting misled', he adds. An April 2025 statement from the Mufti of Federal Territory's Office (FT Mufti) similarly states that leaving false reviews or ratings for products purchased on e-commerce platforms without using them or examining their quality is an act of deception, which is prohibited or 'haram'. The FT Mufti further states that any rewards obtained through disingenuous reviews are also considered 'haram' and should be left unused until their expiry. Azrul Zafri further notes that there are also restaurants that offer discounts or free items in exchange for five-star ratings on platforms like Google, which he believes is problematic. 'I think encouraging reviews is fine – but when businesses tie rewards specifically to five-star ratings, it becomes manipulative. 'It's no longer about feedback; it's about boosting ratings unfairly. It also puts pressure on customers to give high scores, whether they mean it or not,' he says. Confusing mix Concerns have also been raised about e-commerce platform features that aggregate reviews on similar items within the same product category from other listings across the site. Azrul Zafri says that the aggregated reviews might not even refer to the exact same product, potentially misleading buyers. 'When reviews from different sellers or product variants are lumped together, consumers may think they're looking at feedback for the exact item they're buying – when they're not. 'That creates confusion, especially if one seller has poor service or quality,' he says. Shoppers like Lee point out that reviews from other sellers are not indicative of how responsive or reliable a specific seller may be, while sellers like Fithry Akbar Ali feel that the feature is unfair, as it took them years to build a strong reputation, with newer sellers benefiting from the pool of existing reviews that they did not earn. Fithry Akbar operates an online shop primarily centred around video games. 'I've encountered new competitors who just started selling similar products as myself and others, but noticed their product has over 500 reviews, despite it being a new listing. 'It completely kills off years and years of reviews built by original sellers. Buyers would then simply buy from these new sellers, thinking their product is trustworthy and reliable due to the high ratings,' he says. He also highlights the possibility of counterfeit product listings being associated with real ones due to being furnished with aggregated reviews, which could further mislead consumers into buying fake products. Fake reviews have become a significant concern across e-commerce platforms, especially overseas, according to various reports. — Image by freepik In a statement to LifestyleTech, a Shopee spokesperson addressed these concerns, stating that the intended purpose of such aggregated reviews is to provide assistance to new sellers and product listings. 'This feature only lasts for seven calendar days from the time of a new listing creation, after which sellers will have to rely on themselves to get good reviews. 'All such reviews are clearly marked within the app as 'Similar Product'. These Similar Product Reviews provide helpful product context for newer listings, but they do not replace the seller's effort in earning buyer trust,' it says. The e-commerce platform adds that it is not a replacement for other metrics such as store ratings, fulfilment speed, and chat responsiveness, which individual shops must still earn independently. 'Through this feature, we aim to promote fairer competition on the platform, prioritising quality, value, and service instead of legacy seller reputation alone. 'New or smaller sellers with strong offerings benefit from a level playing field, while buyers enjoy a broader range of trusted options. 'Building consumer trust and providing fair opportunities for sellers remain top priorities for Shopee,' it says. Filtering fakes The platforms themselves say that they have mechanisms in place to ensure that reviews left by customers are authentic. For instance, Lazada says in a statement to LifestyleTech that it uses 'AI (artificial intelligence) to guide users in writing more informative reviews, prompting them to comment on key aspects such as durability, design, and functionality. 'To encourage authentic user-generated content, Lazada offers LazCoins as incentives – with the highest coin rewards granted only to reviews that meet minimum word counts and include supporting visuals like photos or videos. 'We continuously moderate our review platform and take proactive steps to reduce unhelpful or suspicious reviews,' it says. The e-commerce platform adds that it also uses AI and performs manual checks of reviews to detect 'inauthentic patterns' and flags certain high-quality ones as 'Quality Reviews'. Meanwhile, the Shopee spokesperson says only customers who have actually purchased a product are able to leave reviews. 'Shopee takes a serious view of fake ratings or reviews. Under Shopee's Terms of Service, sellers must not take any action that undermines Shopee's feedback or rating system. 'Users found to be engaging in manipulative activities will face a range of penalties, including having their accounts frozen or being permanently banned on our platform. 'Consumers who are concerned they may have bought products based on fake ratings and reviews can report such products to Shopee for our investigations. They may also raise a Return/Refund request to get a refund for their purchase,' the spokesperson says. Both platforms allow users to further indicate if specific reviews are 'helpful' to boost their visibility to others as well. While Azrul Zafri acknowledges the efforts being made by the platforms, he says that more can still be done. 'Platforms need better filters for fake or copy-paste reviews, and they should educate users more clearly on review ethics,' he adds. Fake reviews have become a significant concern across e-commerce platforms, especially overseas, according to various reports. Most recently, the United Kingdom's Competition and Markets Authority (CMA) obtained a formal commitment from Amazon earlier this month to address fake reviews and 'catalogue abuse', which is a practice where sellers repurpose existing product listings to sell unrelated or lower-quality items by misleading consumers, following a four-year probe. This commitment comes in the form of faster detection systems, prompt removal of fraudulent reviews, and imposing bans on offending sellers and reviewers. Travel planning and booking platform, TripAdvisor, similarly reported a slew of fake reviews on its website in 2024. Based on figures from the website's 'Transparency Report 2025', 8% of the 31.1 million reviews it received that year were fake. This includes manipulative reviews meant to 'boost' a location or business's reputation, vandalism from a competitor, promotions of unrelated services or agendas, and paid reviews. Quest for quality Azrul Zafri advises that Malaysians treat reviews as a starting point and to be savvier consumers by looking beyond surface-level star ratings. He also recommends that shoppers be wary of overly generic comments and to try to find more detailed feedback instead. 'Reviews help, but they're not the full story. These days, I always tell people: don't just stop at star ratings. Take a bit of time to really get to know what you're buying. 'First, it's good to check the same product across different platforms – Shopee, Lazada, TikTok Shop – because sometimes the listings look the same but the sellers or the prices are very different. If it looks too cheap to be true, chances are... it probably is. 'Also, I personally like to watch quick (video) reviews. Even a short video can show how the item looks, how it's used, or what people honestly think about it – that's often more helpful than a wall of copy-paste reviews. 'Another good tip is to read comments in Facebook groups or forums. Malaysians are quite active online, and you'll often find people sharing real experiences – both good and bad – especially when a product disappoints or doesn't match expectations. 'Spend a few extra minutes doing a quick check, and it can save you from a lot of regret later,' he says. Azrul Zafri also believes that some form of light regulation by the Malaysian government would be helpful in facilitating a better e-commerce environment for local consumers. This would serve not to police opinions, but instead to ensure transparency. He suggests introducing a code of conduct for platforms to clearly define what is permitted, what isn't, and how to handle cases of abuse. He adds that ideally, this should be developed with input from the Malaysian Communications and Multimedia Commission, relevant ministries, and civil society. 'Just like we've done with cybersecurity and online scams, we need to promote digital literacy and ethics – especially among students and young adults. 'I think it should be a joint effort between government, NGOs like MCCA, schools, and even the platforms themselves,' he says.
Malaysian Reserve
02-05-2025
- Business
- Malaysian Reserve
Locally-developed digital platforms can drive socioeconomic growth
By reducing reliance on foreign technology, Malaysia can enhance data security, economic retention and cultural alignment AS A step towards reducing dependence on foreign digital platforms, there have been suggestions for Malaysia to develop its own digital applications. Digital platforms are online systems or ecosystems that enable interaction, transactions and information exchange between users and businesses or services through digital technology. These platforms can take the form of a website, mobile application, software or online network that provides access to content, products and services. Examples of digital platforms include social media such as Facebook and Instagram; e-commerce (Shopee, Lazada, Amazon); digital services (Grab, FoodPanda); artificial intelligence (AI) and technology (ChatGPT, Google Bard); online learning; and digital banking and finance. Own Digital Ecosystem In August last year, Bernama quoted Minister of Communications Datuk Fahmi Fadzil as saying that the government will look into proposals to develop a dedicated social media application for Malaysians, similar to initiatives undertaken by other countries. He said foreign social media platform providers are profiting from Malaysian users while failing to ensure their security. Commenting on the matter, Malaysian Cyber Consumer Association deputy president Azrul Zafri Azmi said Malaysia should develop its own digital platforms to mitigate the risks of relying on foreign technology companies, which could potentially affect the nation's digital sovereignty. Citing a past incident when popular social media app TikTok — owned by a China-based company — restricted the accounts of several major Malaysian media outlets, he said this demonstrated how foreign companies have the power to determine what content Malaysians can and cannot access, even when it involves mainstream national media. Currently, profits from those foreign platforms flow out of the country, says Azrul (Source: Azrul Zafri's Instagram) 'If Malaysia has its own digital platforms for social media, e-commerce, and AI and technology, media freedom and public discourse can be better aligned with responsibility, ethics and national interests, thus preventing what is referred to as 'digital colonisation'. 'This is more about ensuring that we do not have to comply with foreign platform regulations beyond our own national laws,' he told Bernama recently. Azrul Zafri added that foreign platforms collect vast amounts of data from Malaysians, including their personal information, spending patterns and political preferences, pointing out that if this data falls into the wrong hands, it could be used for commercial exploitation or manipulation. It can even threaten the nation's stability, he said. 'Currently, profits from those foreign platforms flow out of the country rather than benefiting Malaysia's economy. If we establish our own digital ecosystem, this revenue can remain within the country, benefitting local companies and creating more job opportunities for Malaysians,' he said. AI should be built on data within Malaysia's cultural context rather than simply replicating Western models AI in Malaysian Context Azrul Zafri believes that Malaysia has a wealth of technology experts and digital talent, but many choose to work for foreign companies due to the lucrative salaries offered. Nevertheless, he added, several local companies have already proven their capabilities in the digital sector, including Carsome, South-East Asia's largest automotive e-commerce platform; Aerodyne, one of the world's leading drone and data technology companies; and a local social commerce platform supporting small and micro businesses without relying on foreign platforms. Discussing the key challenge of developing AI platform models that understand and support local languages and dialects, Azrul Zafri said AI should be built on data within Malaysia's cultural context rather than simply replicating Western models, which may not align with local values and culture. In this regard, he said, the government and the private sector and academics must collaborate to ensure that AI platforms developed in Malaysia truly benefit the people and the national economy. 'One major challenge is the lack of data as AI requires vast amounts of information to understand local languages and dialects. Currently, most global AI models do not prioritise Bahasa Melayu, let alone our local dialects. 'AI models must also be built on principles of transparency and fairness, and without bias towards any community group,' he said, adding Malaysia needs more experts in natural language processing to develop AI models that can understand the Malay language context more accurately. Developing AI models also requires strong computing infrastructure, including data centres and graphics processing units (GPUs) that are costly to set up. 'Many local companies still rely on foreign providers such as Amazon Web Services (AWS) and Google Cloud, which pushes up AI (platform) development costs,' he said, acknowledging that the development of such platforms demands significant investment in research and development (R&D). He also said Malaysia can ensure the safety and ethical use of local AI platforms through government policies that regulate their application and protect national security. This includes establishing a national AI monitoring body to assess security and privacy risks, and involving NGOs and academics in efforts to educate the public on digital literacy and cybersecurity awareness when using AI technology. Mohd Khairie asks if the development of the platforms is more economically or socially driven (Source: Refining Objectives Meanwhile, Universiti Utara Malaysia (UUM) School of Multimedia Technology and Communication dean Assoc Prof Dr Mohd Khairie Ahmad views the idea of developing proprietary digital platforms as an innovative initiative with the potential to drive the country's socio-economic growth. He, however, said the nation's main objectives of developing such platforms must be carefully refined. 'Is the development (of these platforms) more economically or socially driven? If the goal is to boost the economy, such as providing alternatives to existing e-commerce platforms, then it holds great potential. 'The existence of Malaysian e-commerce platforms will not only strengthen the local digital economy ecosystem, but also support efforts to improve and sustain local businesses. 'It will also enhance control over economic outflows while reinforcing national taxation,' he said. 'However, if the aim of introducing domestic digital platforms is for social control, particularly in social media, then its necessity must be examined more deeply. '(This is because) social control is closely tied to user behaviour. Establishing a local digital platform is just one strategy for managing these issues but not a complete solution,' Mohd Khairie added. He pointed out that Malaysia has had its own e-commerce platforms for over 25 years. 'Many people are unaware that (an e-commerce platform) has been in operation since 1998. Others include PGMall and Carousell Malaysia. 'These examples prove that Malaysia is indeed capable of offering its own digital platforms. It is certainly possible for our country to develop more innovative and expansive platforms in line with advancements in AI technology and the nation's proactive digital policies,' he said. According to Megat Zuhairy, transparent governance is crucial to develop strong digital ecosystem (Source: Media Mulia) Improving Cyber Security Sharing his views, National Cyber Security Agency (NACSA) CEO Dr Megat Zuhairy Megat Tajuddin said developing a proprietary digital platform, especially for social media, does not guarantee that cybersecurity issues can be fully addressed. However, he noted that with its own social media platform, Malaysia would have greater control over the cybersecurity aspects of the platform. 'For example, by having our own source code, we can review and identify vulnerabilities without relying too much on external parties. This allows us to take faster action to reduce risks for users,' he said. He believes the success of a locally developed digital platform will depend on three key elements: The availability of local experts with integrity and high skills; a clear framework and accountability process for all stakeholders; and stable, advanced and reliable technology. 'Transparent governance as well as cooperation between the public and private sectors are also crucial to develop a strong and complementary digital ecosystem. 'Malaysia can implement more effective identity control mechanism by requiring user verification through MyDigital ID. This step can reduce the misuse of digital platforms, including committing online fraud and spreading false information,' he added. — Bernama This article first appeared in The Malaysian Reserve weekly print edition
