Baemin, Over 60% Decrease in Suspected Fake Reviews

114,054 Fake Reviews Blocked Last Year

[Asia Economy Reporter Kim Cheol-hyun] Woowa Brothers, the operator of Baedal Minjok (hereafter Baemin), announced on the 11th that it blocked 114,054 fake reviews last year. Fake reviews refer to reviews written falsely without actual delivery or consumption of food. Since reviews have a strong effect on inducing orders from other customers, business owners are easily tempted by fake reviews, and illegal businesses have emerged taking advantage of this loophole.

To eradicate fake reviews, Baemin has mobilized all technical means including a 'real-time monitoring system,' 'self-transaction detection,' and 'advanced AI models.' As a result, the number of reports of suspected fake reviews decreased by more than 60% compared to the peak last year.

Until 2020, Baemin relied on reports from business owners and users and dedicated personnel inspections to block fake reviews. However, since the introduction of the real-time monitoring system for suspected fake reviews in November 2020, detection has become faster and more accurate. This system detects reviews registered on the Baemin app in real time and analyzes and takes action within 24 hours. If a review is suspected to be fake, its exposure is automatically temporarily restricted.

After the introduction of the real-time monitoring system, preemptive responses to fake reviews became possible, significantly reducing reports from business owners and users. Additionally, since the start of self-transaction detection, where business owners place orders and leave reviews themselves, fake reviews related to this have decreased by 70% compared to the peak last year.

Since June last year, Baemin has taken measures to block data from business owners suspected of manipulating reviews, and in December, it installed an advanced AI model. As the methods of ordering fake reviews have become more diverse and complex, AI has learned various cases of fake reviews to quickly detect suspected fake reviews.

To raise awareness that review manipulation is illegal, Baemin has also conducted lawsuits and warnings against malicious review manipulation companies. Investigations are currently underway for six cases, and warnings and content certifications have been sent to 34 companies. In May last year, after legal action, a fake review manipulation company was sentenced to prison.

Lee Won-jae, Head of Service Risk Management at Woowa Brothers, said, "We are taking a strong stance against fake reviews, from the real-time monitoring system to legal action, to create a review environment that users can trust." He added, "With the AI advanced model installed at the end of last year, we will respond to fake reviews more quickly and effectively in the future."

This content was produced with the assistance of AI translation services.