You hear the advice all the time: before you buy something, go online and check the customer reviews.

Seeing what real customers think can be very helpful. But can these comments be trusted? Or is it something that was planted by the manufacturer or retailer?

I think it's fair to assume some reviews are faked, although it's impossible to tell the pervasiveness of the problem.

"If the review is excessively positive, especially compared to other people reviewing the same thing, I'd be suspicious of it," says Anne McDonald, Senior Editor at PC World magazine.

"A real review generally has balance," she notes. "It says, 'I really loved it, but I didn't like, this, this and this.' If a review doesn't have that I'd be very suspicious."

McDonald is also suspicious of glowing reviews on that vendor's Web site.

So what should you do? Look for reviews from experts and consumers. Don't rely on a review from one site or even lots of opinions for one site. Check a number of sites and you'll get a more balanced view.

"It's buyer beware," McDonald says. "It's up to you to use your head and decide who to believe."

For More Information:

Online User Reviews: Can They Be Trusted?