NFC Asks Ministry of Digital Development to Introduce Unified Rules for Counting Reviews on Platforms

NFC head Elena Silina pointed to the growing problem of irrelevant reviews as AI services develop: generative models make it easier to mass-produce fake ratings.

How Does the NFC Propose to Solve the Problem?

The community proposes dividing user reactions into three categories:

• verified purchase;
• verified user;
• anonymous review.

According to the authors of the initiative, anonymous reviews will remain available to read, but only the first two categories will influence the rating. In their view, this approach will prevent rigged and irrelevant ratings from shaping a company's reputation.

Why Is This Critical for Business?

The authors of the letter cite a concrete price for the problem: a drop in user rating from 4.9 to 3.8 points can lead to a loss of up to 40% of traffic.

For fitness clubs and other service companies working with geoservices and aggregators, the rating directly determines the flow of new customers.

It was previously reported that in the fight for Generation Z's trust, image advertising and user-generated review content each scored the same 23%. Traditional authorities have not disappeared, but they are no longer the only channel of influence on young people.

Bottom line: the industry is asking the regulator to separate real ratings from anonymous ones — the stakes for business reach 40% of traffic.