CONSUMER protection authorities have called for diners, holidaymakers and shoppers to help with a crackdown on fake internet testimonials and the removal of negative reviews.

Aided by the public, authorities across the country want to identify and potentially prosecute those skewing online opinion to boost business.

The blitz of eateries, hotels and retailers aims to protect the rapidly growing number of consumers who take decisions about where to spend their money based on information found on the internet.

Fake testimonials can mislead would-be customers and give an unfair advantage to unscrupulous traders, according to the Australian Competition and Consumer Commission, which is working with state-based fair trading bodies to identify those who fit-up reviews.

The practice of putting up fake testimonials is called astroturfing - to give a statement of credibility from an independent source - but "substantiation notices" are now being issued.

News Limited can reveal that last week in New South Wales, Fair Trading sought official explanations from a hair regrowth business and tanning salon, as well as a furniture removalist and kitchen designer. They were given three weeks to respond.

It's believed to be the first-time substantiation notices - which can lead to penalties of up to $16,500 - have been issued.

Queensland's Office of Fair Trading confirmed it had conducted eight investigations into "false or misleading testimonials" since 2011 and Consumer Affairs Victoria received about 30 complaints about fake testimonials last year.

While these sites were identified by Fair Trading investigators, authorities believe consumers are in the best position to help them build cases against the dodgy.



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They want to receive tip-offs about suspicious testimonials or the deletion of negative reviews. News Limited has been asked to collect reports of doctored feedback. Consumers can choose to be contacted by Fair Trading, which leads the national committee of consumer affairs authorities tackling shonky endorsements.

"This is deputising millions of readers to be our eyes and ears, out there policing the marketplace," said NSW Fair Trading Minister Anthony Roberts.

ACCC chairman Rod Sims said it would work closely with Fair Trading with a view to taking court action against offenders. The ACCC can seek penalties of as much as $1.1 million.

"If people were to describe what causes them concern and the particulars of the company involved, that would do it for us," Mr Sims said.

A business that claimed to encourage independent consumer feedback but was actually doing the opposite was "about as bad as it gets" in terms of misleading and deceptive conduct, Mr Sims said.

The ACCC already has at least two in-depth investigations under way into fake testimonials.