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"There may be little consensus on which sites and pages are fake news, but frankly those same concerns were raised about hate and even pornography," said Benjamin Edelman, a Harvard University associate business professor who studies Internet operations. Sanctioning them "is doable and probably not that hard given the concentration of fake news on a modest number of sites." Many ad tech firms vet sites for child porn, hate speech, violent content or illegal drugs. But checking for accuracy of information hasn't been a consideration, which is why a Conservative101.com article with a headline claiming that Sharpton was leaving the U.S. continues to absorb ad money.
If your spider-sense is tingling and you think the reviews you are reading might be bogus, take a look at the date they were posted. "Often when businesses purchase reviews, the company they hire will log in and inundate the site with reviews all at once," says Erica Sietsma, the Chief Operating Officer of the digital marketing company Digital Air Strike, which helps businesses with social media and reputation management. "There will sometimes be hundreds of reviews posted all at once, which is a telltale sign that the reviews are not authentic."