Online reviews, like those on Amazon, are typically a good way to judge the quality of a product or service before you decide to part with your money. They can also be huge indicators of the reputation of the retailer you're about to do business with.

With profits on the line, some businesses have taken steps to ensure they're getting good reviews, a service which marketing companies are all too willing to provide. Last week, the Competition and Markets Authority (CMA) confirmed it had issued its first crackdown on the practice, after it caught UK company Total SEO & Marketing Ltd (Total SEO) posting over 800 fake reviews between 2014 and 2015.