A study based on 10 years of reviews indicates up to 47% of home service contractors in some work categories may be using fake online reviews to attract homeowners. The startling revelation comes at a time when home improvement disputes and problems continue to dominate the consumer complaints received in Canada.
The findings were released by TrustedPros Inc. after analyzing the customer review data collected by TrustedPros.ca since 2004. The home improvement and contractor review website employs a validation team that closely screens each review after it is submitted, making sure that it's not posted by the contractor themselves, their family, friends, or employees. Any review that fails to clear the screening procedures is flagged as "suspicious" and disapproved for publishing.
The current study segregates contractors planting fake reviews by industry, city and province. For each city, province, and service category, the total number of contractors suspected of posting fictitious reviews was divided by total number of reviewed companies in that area/category. The results disclose some interesting facts.
Moving companies top the list of fake reviews with 47.83% of reviews flagged as suspicious and removed from the TrustedPros website. Locksmiths, pest control, window cleaning, home theater, and duct cleaning businesses were close contenders, with 40% or more of their reviews believed to be bogus.
On a positive note, high value service categories show a less scary probability of posting fake reviews. These include kitchen, bathroom, basement, and additions contractors. An average of about 14% of their reviews were marked as bogus. Carpenters, siding contractors, handymen, and general contractors appear to be the safest as far as reviews are concerned, with only 4%-5% of their reviews were identified as dubious.
Based on location only, contractors in Laval and Bolton had around 40% of their reviews flagged as suspicious while Montreal and Toronto rounded out the top 10 with 29% and 28% respectively. Quebec tops the list of provinces with 24.32% while Prince Edward Island appears to be a trusted place for online contractor feedback, with only 6.32% of their reviews believed to be fictitious.
As the home improvement industry becomes more and more dependent on the Internet, contractors with less experience or a less than perfect work history may try building a false online reputation to stay competitive and generate business. Whatever the motivations and methods for planting fake reviews, the fact remains that they are bad for homeowners.
The responsibility to curb planted reviews lies with contractor outsourcing websites as much as it lies with the contractors themselves. However, even major review websites do a shoddy job at weeding out fictitious reviews.
Most of these sites run the reviews through a simple algorithm that tracks the IP address and scans for keywords believed to be prevalent in fake reviews. Some sites might randomly select reviews for manual screening just to say that they "screen reviews."
Looking more closely, fake reviews refuse to die down because a synergy exists between some review websites and unscrupulous contractors. Review websites need more and more content for appearing higher in the search results for sites like Google, Yahoo and Bing. They don't see it as a problem when contractors submit fake reviews, because to them, it's just content. Some websites might even allow the businesses to submit reviews on behalf of their "clients."
Sites that do a better job at controlling fake reviews have to make extra efforts and bear the cost of screening and rejecting "content." This is not just a problem with contractor review sites, but some of the biggest online outsourcing platforms benefit greatly from their "look the other way" attitude towards reviews.
The lax screening procedures used by many major review sites make them easy targets for unethical businesses looking for the path of least resistance to falsely build their online reputation. As a result, fake reviews continue thriving, and homeowners continue losing money to bad contractors they hired because of their glowing online reviews.
"I think the homeowners hiring contractors online should only hire from reputable websites that have a proper review validation system in place," says Max Sheppard, CEO of TrustedPros. Last month, TrustedPros launched the new contractor rating system "TrustScore,"an aggregate score that takes into account factors like fake reviews, internal and external complaints, supplier relations, work history, and more.
"We believe customers come to our website with the trust that the information is honest and correct," says Max. "We reject nearly 30% of all reviews we receive because they don't appear to be genuine."
The truth is, no website may ever be able to sniff out every fictitious review. People looking for shortcuts and loopholes will always find ways to bypass the best detectors and plant deceptive reviews. The algorithms used to "identify" fake reviews are lousy at doing their job on their own. It's only when they're combined with stringent manual checks that they really help to sniff out the fakes.
Currently, there is legislation in place to persecute Canadian businesses that participate in posting fake reviews. The Competition Act strictly prohibits the use of fictitious testimonials and views them as misleading representation and deceptive marketing practices. First-time offenders can face financial penalties However, most consumers are unaware that this law exists.
Contractor review and outsourcing websites need to make concerted efforts and evolve an industry standard for ensuring the authenticity of reviews. These reviews lead to big decisions involving large sums of money. With the legislation already in place, a joint commitment by review websites to uphold their users' trust can greatly reduce the prevalent malpractice.
Here are the complete findings of the study
Home service related businesses believed to have attempted to post fake reviews listed by:
Category
| # | Category | Fake Reviews (%) |
| 1 | Moving Companies | 47.83% |
| 2 | Locksmith Companies | 44.44% |
| 3 | Pest Control Companies | 42.86% |
| 4 | Window Cleaning Companies | 41.18% |
| 5 | Home Theater Companies | 40.00% |
| 6 | Duct Cleaning Companies | 40.00% |
| 7 | Snow Removal Companies | 33.33% |
| 8 | Trash Removal Companies | 30.77% |
| 9 | House Cleaning Companies | 30.00% |
| 10 | Mold Removal Companies | 29.03% |
| 11 | HVAC Contractors | 25.30% |
| 12 | Carpet Cleaning Companies | 25.00% |
| 13 | Water Heater Companies | 25.00% |
| 14 | Interior Designers | 21.43% |
| 15 | Landscaping Companies | 21.19% |
| 16 | Painting Contractors | 16.86% |
| 17 | Home Staging Companies | 16.67% |
| 18 | Data Wiring Companies | 16.67% |
| 19 | Excavation Contractors | 16.67% |
| 20 | Demolition Companies | 15.79% |
| 21 | Home Construction Companies | 15.38% |
| 22 | Electricians | 15.34% |
| 23 | Home Addition Contractors | 14.41% |
| 24 | Sunroom Builders | 14.29% |
| 25 | Irrigation Companies | 14.29% |
| 26 | Basement Contractors | 13.81% |
| 27 | Home Inspection Companies | 13.64% |
| 28 | Kitchen Contractors | 13.63% |
| 29 | Bathroom Contractors | 13.01% |
| 30 | Plumbers | 12.90% |
| 31 | Bathtub Refinishing Companies | 12.50% |
| 32 | Skylight Companies | 12.50% |
| 33 | Garage Door Companies | 12.50% |
| 34 | Stucco Contractors | 12.50% |
| 35 | Masonry Contractors | 12.50% |
| 36 | Roofing Contractors | 12.50% |
| 37 | Gutter Contractors | 12.12% |
| 38 | Floor Laying Contractors | 11.51% |
| 39 | Restoration Companies | 11.48% |
| 40 | Drywall Contractors | 11.18% |
| 41 | Tree Companies | 11.11% |
| 42 | Lawn Care Companies | 11.11% |
| 43 | Countertop Companies | 10.53% |
| 44 | Concrete Contractors | 10.43% |
| 45 | Commercial Contractors | 10.42% |
| 46 | Foundation Repair Contractors | 10.00% |
| 47 | Waterproofing Contractors | 10.00% |
| 48 | Architects | 10.00% |
| 49 | Basement Lowering Contractors | 10.00% |
| 50 | Insulation Contractors | 9.52% |
| 51 | Property Maintenance Companies | 9.38% |
| 52 | Gas Line Installation Companies | 9.09% |
| 53 | Swimming Pool Contractors | 9.09% |
| 54 | Design Build Companies | 8.70% |
| 55 | Fence Companies | 8.63% |
| 56 | Deck Builders | 8.62% |
| 57 | Floor Refinishing Companies | 8.57% |
| 58 | Foundation Contractors | 8.33% |
| 59 | Windows and Doors Companies | 7.95% |
| 60 | Tiling Contractors | 7.82% |
| 61 | Paving Companies | 7.69% |
| 62 | Appliance Repair Companies | 7.14% |
| 63 | Plastering Contractors | 6.67% |
| 64 | Framing Contractors | 6.58% |
| 65 | Carpet Installers | 5.88% |
| 66 | Caulking Contractors | 5.56% |
| 67 | General Contractors | 5.35% |
| 68 | Carpenters | 5.14% |
| 69 | Handyman Services | 5.10% |
| 70 | Sheds & Gazebos Builders | 4.76% |
| 71 | Cabinet Makers | 4.35% |
| 72 | Siding Contractors | 4.26% |
Province
| # | Province | Fake Reviews (%) |
| 1 | Quebec | 24.32% |
| 2 | Ontario | 17.15% |
| 3 | British Columbia | 17.01% |
| 4 | Saskatchewan | 16.67% |
| 5 | Manitoba | 16.28% |
| 6 | Nova Scotia | 15.38% |
| 7 | Alberta | 13.50% |
| 8 | New Brunswick | 7.56% |
| 9 | Newfoundland | 7.24% |
| 10 | Prince Edward Island | 6.32% |
Province and Category
| # | Province | Category | Fake Reviews (%) |
| 1 | Alberta | Moving Companies | 75.00% |
| 2 | Manitoba | Landscaping Companies | 57.14% |
| 3 | Saskatchewan | Roofing Contractors | 50.00% |
| 4 | Quebec | Electricians | 50.00% |
| 5 | Ontario | Moving Companies | 50.00% |
| 6 | Ontario | Duct Cleaning Companies | 41.67% |
| 7 | British Columbia | Siding Contractors | 40.00% |
| 8 | Ontario | Snow Removal Companies | 38.46% |
| 9 | Saskatchewan | Electricians | 33.33% |
| 10 | Ontario | Pest Control Companies | 33.33% |
| 11 | Ontario | Carpet Cleaning Companies | 33.33% |
| 12 | Ontario | Garage Door Companies | 33.33% |
| 13 | Saskatchewan | Kitchen Contractors | 33.33% |
| 14 | Ontario | Home Theater Companies | 33.33% |
| 15 | Ontario | Mold Removal Companies | 33.33% |
| 16 | Ontario | House Cleaning Companies | 30.77% |
| 17 | Ontario | HVAC Contractors | 29.03% |
| 18 | Saskatchewan | Deck Builders | 25.00% |
| 19 | Manitoba | Windows and Doors Companies | 25.00% |
| 20 | Quebec | Roofing Contractors | 25.00% |
| 21 | British Columbia | Home Construction Companies | 23.08% |
| 22 | Alberta | Plumbers | 23.08% |
| 23 | Alberta | HVAC Contractors | 22.22% |
| 24 | Ontario | Landscaping Companies | 20.18% |
| 25 | British Columbia | Moving Companies | 20.00% |
| 26 | Saskatchewan | Plumbers | 20.00% |
| 27 | Saskatchewan | Concrete Contractors | 20.00% |
| 28 | Alberta | Painting Contractors | 19.15% |
| 29 | British Columbia | Landscaping Companies | 18.75% |
| 30 | Manitoba | Kitchen Contractors | 18.75% |
| 31 | British Columbia | Kitchen Contractors | 18.57% |
| 32 | Quebec | Basement Contractors | 18.52% |
| 33 | British Columbia | Home Addition Contractors | 18.18% |
| 34 | Quebec | Kitchen Contractors | 17.86% |
| 35 | British Columbia | Bathroom Contractors | 16.85% |
| 36 | Ontario | Painting Contractors | 16.82% |
| 37 | Ontario | Tree Companies | 16.67% |
| 38 | Alberta | Home Addition Contractors | 16.67% |
| 39 | Alberta | Insulation Contractors | 16.67% |
| 40 | Ontario | Skylight Companies | 16.67% |
| 41 | Quebec | Plumbers | 16.67% |
| 42 | Ontario | Interior Designers | 16.67% |
| 43 | Manitoba | Painting Contractors | 16.67% |
| 44 | Ontario | Stucco Contractors | 16.67% |
| 45 | Alberta | Fence Companies | 16.00% |
| 46 | Ontario | Electricians | 15.97% |
| 47 | Ontario | Basement Contractors | 15.84% |
| 48 | Ontario | Property Maintenance Companies | 15.79% |
| 49 | Ontario | Demolition Companies | 15.38% |
| 50 | Alberta | Restoration Companies | 15.38% |
| 51 | Alberta | Concrete Contractors | 15.00% |
| 52 | Quebec | Bathroom Contractors | 14.63% |
| 53 | Quebec | Deck Builders | 14.29% |
| 54 | Saskatchewan | Basement Contractors | 14.29% |
| 55 | Alberta | Roofing Contractors | 14.29% |
| 56 | Alberta | Electricians | 13.79% |
| 57 | British Columbia | Electricians | 13.64% |
| 58 | Ontario | Home Addition Contractors | 13.58% |
| 59 | Ontario | Masonry Contractors | 13.33% |
| 60 | Ontario | Bathroom Contractors | 12.94% |
| 61 | Ontario | Water Heater Companies | 12.50% |
| 62 | Manitoba | Roofing Contractors | 12.50% |
| 63 | Saskatchewan | Bathroom Contractors | 12.50% |
| 64 | Manitoba | Bathroom Contractors | 12.50% |
| 65 | Ontario | Restoration Companies | 12.50% |
| 66 | Manitoba | General Contractors | 12.50% |
| 67 | British Columbia | Floor Laying Contractors | 12.50% |
| 68 | British Columbia | Painting Contractors | 12.50% |
| 69 | Ontario | Floor Laying Contractors | 12.38% |
| 70 | Ontario | Kitchen Contractors | 12.31% |
| 71 | Alberta | Deck Builders | 12.07% |
| 72 | Ontario | Foundation Repair Contractors | 11.76% |
| 73 | British Columbia | Carpenters | 11.76% |
| 74 | Alberta | Floor Laying Contractors | 11.43% |
| 75 | British Columbia | Roofing Contractors | 11.43% |
| 76 | Ontario | Commercial Contractors | 11.43% |
| 77 | Ontario | Carpet Installers | 11.11% |
| 78 | Ontario | Paving Companies | 11.11% |
| 79 | Ontario | Waterproofing Contractors | 11.11% |
| 80 | Ontario | Roofing Contractors | 10.75% |
| 81 | Ontario | Insulation Contractors | 10.71% |
| 82 | Ontario | Drywall Contractors | 10.48% |
| 83 | British Columbia | Tiling Contractors | 10.26% |
| 84 | Alberta | Mold Removal Companies | 10.00% |
| 85 | Saskatchewan | Carpenters | 10.00% |
| 86 | Alberta | Basement Contractors | 9.80% |
| 87 | Alberta | Kitchen Contractors | 9.52% |
| 88 | British Columbia | Deck Builders | 9.26% |
| 89 | Alberta | Home Construction Companies | 9.09% |
| 90 | Alberta | Landscaping Companies | 9.09% |
| 91 | Ontario | Caulking Contractors | 9.09% |
| 92 | Ontario | Windows and Doors Companies | 8.33% |
| 93 | Ontario | Tiling Contractors | 8.18% |
| 94 | Ontario | Plumbers | 8.05% |
| 95 | Alberta | Tiling Contractors | 8.00% |
| 96 | Alberta | General Contractors | 7.96% |
| 97 | Alberta | Bathroom Contractors | 7.87% |
| 98 | Ontario | Plastering Contractors | 7.69% |
| 99 | Alberta | Framing Contractors | 7.69% |
| 100 | Ontario | Deck Builders | 7.50% |
| 101 | Ontario | Fence Companies | 7.23% |
| 102 | Ontario | Home Inspection Companies | 7.14% |
| 103 | Saskatchewan | General Contractors | 6.67% |
| 104 | Ontario | Framing Contractors | 6.67% |
| 105 | British Columbia | General Contractors | 6.31% |
| 106 | Alberta | Garage Builders | 6.25% |
| 107 | Ontario | Concrete Contractors | 6.25% |
| 108 | Ontario | Handyman Services | 6.11% |
| 109 | Manitoba | Deck Builders | 5.88% |
| 110 | Alberta | Cabinet Makers | 5.88% |
| 111 | British Columbia | Windows and Doors Companies | 5.56% |
| 112 | Ontario | Design Build Companies | 5.41% |
| 113 | Ontario | Stonework Contractors | 5.00% |
| 114 | Quebec | General Contractors | 4.88% |
| 115 | Alberta | Handyman Services | 4.76% |
| 116 | Alberta | Carpenters | 4.76% |
| 117 | British Columbia | Handyman Services | 4.65% |
| 118 | Ontario | Countertop Companies | 4.55% |
| 119 | Ontario | General Contractors | 4.39% |
| 120 | Manitoba | Basement Contractors | 4.35% |
| 121 | Ontario | Ceiling Contractors | 4.08% |
| 122 | Ontario | Carpenters | 4.00% |
City
| # | City | Fake Reviews (%) |
| 1 | Laval | 42.86% |
| 2 | Bolton | 40.00% |
| 3 | Halifax | 37.50% |
| 4 | Richmond | 37.50% |
| 5 | Ajax | 34.48% |
| 6 | Kingston | 33.33% |
| 7 | Richmond Hill | 31.11% |
| 8 | Montreal | 29.27% |
| 9 | Red Deer | 28.57% |
| 10 | Toronto | 28.00% |
| 11 | Burnaby | 26.47% |
| 12 | Aurora | 26.32% |
| 13 | Vancouver | 25.64% |
| 14 | Surrey | 25.00% |
| 15 | Concord | 23.81% |
| 16 | Pickering | 23.53% |
| 17 | Hamilton | 22.99% |
| 18 | Brampton | 22.83% |
| 19 | Langley | 22.73% |
| 20 | Ottawa | 22.43% |
| 21 | Innisfil | 21.43% |
| 22 | Markham | 21.43% |
| 23 | London | 19.57% |
| 24 | Coquitlam | 19.05% |
| 25 | Oakville | 18.97% |
| 26 | Burlington | 18.97% |
| 27 | Mississauga | 18.56% |
| 28 | Regina | 18.18% |
| 29 | Winnipeg | 18.10% |
| 30 | Edmonton | 17.44% |
| 31 | Woodbridge | 16.67% |
| 32 | Barrie | 15.25% |
| 33 | Saskatoon | 15.15% |
| 34 | Guelph | 13.79% |
| 35 | Vaughan | 13.64% |
| 36 | Oshawa | 13.33% |
| 37 | Calgary | 13.15% |
| 38 | North York | 12.77% |
| 39 | North Vancouver | 12.50% |
| 40 | Etobicoke | 12.20% |
| 41 | Newmarket | 12.00% |
| 42 | Victoria | 11.54% |
| 43 | Maple Ridge | 11.54% |
| 44 | Scarborough | 11.36% |
| 45 | Kitchener | 10.70% |
| 46 | Nanaimo | 10.24% |
| 47 | Georgetown | 8.24% |
| 48 | Abbotsford | 8.17% |
| 49 | Kelowna | 7.24% |
| 50 | Windsor | 6.89% |
City and Category
| # | City | Category | Fake Reviews (%) |
| 1 | Richmond Hill | Kitchen Contractors | 55.56% |
| 2 | Mississauga | HVAC Contractors | 38.46% |
| 3 | Richmond Hill | Basement Contractors | 37.50% |
| 4 | Ottawa | Floor Laying Contractors | 37.50% |
| 5 | Hamilton | Kitchen Contractors | 36.36% |
| 6 | Brampton | Bathroom Contractors | 35.00% |
| 7 | Burnaby | Bathroom Contractors | 33.33% |
| 8 | Toronto | Floor Laying Contractors | 33.33% |
| 9 | Toronto | Electricians | 31.58% |
| 10 | Vancouver | Kitchen Contractors | 31.25% |
| 11 | Toronto | Painting Contractors | 30.30% |
| 12 | Vancouver | Bathroom Contractors | 30.00% |
| 13 | Laval | Kitchen Contractors | 28.57% |
| 14 | Vancouver | Roofing Contractors | 28.57% |
| 15 | Burlington | Painting Contractors | 28.57% |
| 16 | Surrey | Floor Laying Contractors | 28.57% |
| 17 | Calgary | Painting Contractors | 27.78% |
| 18 | Edmonton | Floor Laying Contractors | 27.27% |
| 19 | Toronto | Basement Contractors | 27.12% |
| 20 | Mississauga | Floor Laying Contractors | 26.09% |
| 21 | Newmarket | Basement Contractors | 25.00% |
| 22 | London | Basement Contractors | 25.00% |
| 23 | Montreal | Basement Contractors | 25.00% |
| 24 | Edmonton | Tiling Contractors | 25.00% |
| 25 | Winnipeg | Windows and Doors Companies | 25.00% |
| 26 | Ottawa | Roofing Contractors | 25.00% |
| 27 | Oakville | Painting Contractors | 25.00% |
| 28 | Vancouver | Deck Builders | 25.00% |
| 29 | Brampton | Basement Contractors | 25.00% |
| 30 | Mississauga | Landscaping Companies | 23.08% |
| 31 | Ajax | Kitchen Contractors | 22.22% |
| 32 | Calgary | Fence Companies | 22.22% |
| 33 | Richmond Hill | General Contractors | 22.22% |
| 34 | Ottawa | Kitchen Contractors | 22.22% |
| 35 | Mississauga | Painting Contractors | 21.74% |
| 36 | Montreal | Bathroom Contractors | 21.43% |
| 37 | Ottawa | Bathroom Contractors | 20.69% |
| 38 | Montreal | Kitchen Contractors | 20.00% |
| 39 | Winnipeg | Kitchen Contractors | 20.00% |
| 40 | Hamilton | Basement Contractors | 20.00% |
| 41 | Toronto | Bathroom Contractors | 20.00% |
| 42 | Toronto | Windows and Doors Companies | 18.75% |
| 43 | Toronto | Deck Builders | 17.39% |
| 44 | Winnipeg | Painting Contractors | 16.67% |
| 45 | Oakville | Bathroom Contractors | 16.67% |
| 46 | Oakville | Basement Contractors | 15.79% |
| 47 | Toronto | Kitchen Contractors | 15.69% |
| 48 | Toronto | Waterproofing Contractors | 15.38% |
| 49 | Winnipeg | Bathroom Contractors | 15.00% |
| 50 | Hamilton | Drywall Contractors | 14.29% |
| 51 | Scarborough | Kitchen Contractors | 14.29% |
| 52 | Milton | Painting Contractors | 14.29% |
| 53 | Barrie | Painting Contractors | 14.29% |
| 54 | Burnaby | Kitchen Contractors | 14.29% |
| 55 | Richmond Hill | Floor Laying Contractors | 14.29% |
| 56 | Maple Ridge | Bathroom Contractors | 14.29% |
| 57 | Langley | Carpenters | 14.29% |
| 58 | Scarborough | Bathroom Contractors | 14.29% |
| 59 | Ottawa | Carpenters | 14.29% |
| 60 | Brampton | Kitchen Contractors | 14.29% |
| 61 | Hamilton | Bathroom Contractors | 13.33% |
| 62 | Ottawa | Basement Contractors | 13.04% |
| 63 | Winnipeg | General Contractors | 12.90% |
| 64 | Oakville | Handyman Services | 12.50% |
| 65 | North York | Basement Contractors | 12.50% |
| 66 | Winnipeg | Roofing Contractors | 12.50% |
| 67 | Toronto | Drywall Contractors | 11.76% |
| 68 | Toronto | Home Addition Contractors | 11.76% |
| 69 | Montreal | General Contractors | 11.76% |
| 70 | Oakville | General Contractors | 11.54% |
| 71 | Mississauga | Basement Contractors | 11.36% |
| 72 | Newmarket | Bathroom Contractors | 11.11% |
| 73 | Calgary | Basement Contractors | 11.11% |
| 74 | Toronto | Tiling Contractors | 10.53% |
| 75 | Edmonton | Bathroom Contractors | 10.34% |
| 76 | Scarborough | Basement Contractors | 10.00% |
| 77 | Edmonton | Concrete Contractors | 10.00% |
| 78 | Toronto | Roofing Contractors | 10.00% |
| 79 | Toronto | Fence Companies | 10.00% |
| 80 | Oshawa | Kitchen Contractors | 10.00% |
| 81 | Edmonton | Painting Contractors | 10.00% |
| 82 | Hamilton | General Contractors | 10.00% |
| 83 | Mississauga | Kitchen Contractors | 10.00% |
| 84 | Edmonton | General Contractors | 9.52% |
| 85 | Edmonton | Roofing Contractors | 9.09% |
| 86 | Mississauga | Bathroom Contractors | 9.09% |
| 87 | Calgary | General Contractors | 8.89% |
| 88 | Mississauga | Electricians | 8.33% |
| 89 | Calgary | Electricians | 8.33% |
| 90 | Vancouver | General Contractors | 8.33% |
| 91 | Winnipeg | Deck Builders | 7.69% |
| 92 | Calgary | Bathroom Contractors | 7.50% |
| 93 | Toronto | General Contractors | 7.32% |
| 94 | Edmonton | Basement Contractors | 6.98% |
| 95 | Oshawa | General Contractors | 6.67% |
| 96 | Oakville | Kitchen Contractors | 6.67% |
| 97 | Calgary | Kitchen Contractors | 6.67% |
| 98 | Calgary | Floor Laying Contractors | 6.25% |
| 99 | Mississauga | Tiling Contractors | 6.25% |
| 100 | Winnipeg | Basement Contractors | 5.26% |
Methodology
For this study, we took the total number of contractors that attempted to post fictitious reviews within a specific city, province and/or service category, and divided that number by the total number of reviewed companies in that city, province or category. For example, if City A had 300 businesses with reviews, and 100 of those businesses were believed to be generating fictitious reviews, City A would have a 33.33% probability that a contractor review is fake. Nunavut and the Northwest Territories are excluded due to insufficient data.
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