R
Robrites
Millions of consumers treat Weedmaps like the Yelp for pot, relying on the Irvine company as their definitive guide to marijuana dispensaries, varieties and doctors.
But a key feature — user reviews of pot businesses — may be tainted by thousands of potentially fraudulent comments, a flaw in the company’s software revealed.
Reviews on the site are pseudonymous, and visitors reasonably expect that each is written by a unique customer. But data that Weedmaps mistakenly leaked suggests a large proportion of a glowing remarks come from individual users leaving multiple reviews of a single business.
Of 598 businesses examined by the Los Angeles Times and a software developer, 70% had at least one batch of reviews originating from the same IP address.
<aside class="trb_ar_sponsoredmod trb_barker_mediaconductor" data-adloader-networktype="mediaconductor" data-role="delayload delayload_item" data-screen-size="desktop" data-withinviewport-options="bottomOffset=100" data-load-method="trb.vendor.mediaconductor.init" data-load-type="method" data-vendor-mc=""></aside>The repetition is suspicious because IP addresses are typically associated with a single device for up to years. One address contributing several reviews for the same dispensary raises questions about their validity.
Weedmaps Media Inc. President Chris Beals disputed that his company’s user-generated ratings lead consumers to improper conclusions. The firm also has virtual tours and menus, including sometimes lab-verified chemistry details of items, whose accuracy he says is more important to customers.
“The reviews are definitely part of the picture,” Beals said. “We don’t want to neglect anything, but to be honest, it’s critical to have accurate menu and lab information. That’s the number one complaint.”
A separate analysis looking at the text in reviews estimates that 62% of all dispensary comments on Weedmaps are fake.
Beals said that the percentage of problematic reviews is much lower and that the company will catch more questionable submissions as it develops automated tools to help its 15 moderators.
In some cases, multiple reviews from a single IP address may be explained by someone reviewing different menu items separately or several roommates critiquing the same business.
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But a key feature — user reviews of pot businesses — may be tainted by thousands of potentially fraudulent comments, a flaw in the company’s software revealed.
Reviews on the site are pseudonymous, and visitors reasonably expect that each is written by a unique customer. But data that Weedmaps mistakenly leaked suggests a large proportion of a glowing remarks come from individual users leaving multiple reviews of a single business.
Of 598 businesses examined by the Los Angeles Times and a software developer, 70% had at least one batch of reviews originating from the same IP address.
<aside class="trb_ar_sponsoredmod trb_barker_mediaconductor" data-adloader-networktype="mediaconductor" data-role="delayload delayload_item" data-screen-size="desktop" data-withinviewport-options="bottomOffset=100" data-load-method="trb.vendor.mediaconductor.init" data-load-type="method" data-vendor-mc=""></aside>The repetition is suspicious because IP addresses are typically associated with a single device for up to years. One address contributing several reviews for the same dispensary raises questions about their validity.
Weedmaps Media Inc. President Chris Beals disputed that his company’s user-generated ratings lead consumers to improper conclusions. The firm also has virtual tours and menus, including sometimes lab-verified chemistry details of items, whose accuracy he says is more important to customers.
“The reviews are definitely part of the picture,” Beals said. “We don’t want to neglect anything, but to be honest, it’s critical to have accurate menu and lab information. That’s the number one complaint.”
A separate analysis looking at the text in reviews estimates that 62% of all dispensary comments on Weedmaps are fake.
Beals said that the percentage of problematic reviews is much lower and that the company will catch more questionable submissions as it develops automated tools to help its 15 moderators.
In some cases, multiple reviews from a single IP address may be explained by someone reviewing different menu items separately or several roommates critiquing the same business.
Read More