Ferriting out the real from the fake

A New Zealand blogger has exposed a 'reader reviews' scam on the popular Ferrit online mall website.

Ana Samways of spareroom.co.nz published a series of over-glowing reviews for a toaster, and questioned whether they were genuine or bogus.

It turned out the reviews were written not by average random consumers, as innocent consumers might have expected - but, in fact, by members of Ferrit's own staff.

Here's a sample of the reviews in question:

"This (Dualit) toaster is so retro and really cool. The timer function allows you to cook your toast to perfection, and the little red switch is a reminder that the toaster is actually on (good for those mornings when you don't check the power point and wonder why your toast is taking ages to cook)."
- Cally Wally

"I got pulled at a bar by beautiful twin sisters, and married one of them, all thanks to this Toaster. The wife loves it too."
- Danno

"Yeah its a little spendy for a toaster but if you love cool appliances that work brilliantly a Dualit is worth getting. I love the fact that you can determine exactly how brown you want your toast using the timer."
- Mazzie

"I've been told that this is THE toaster to have if you want to impress prospective in-laws. It says that you care about the finer things in life and enjoy your toast in many different ways. You may find your mother in law popping in for a round of toast or two. Of course it is good for parties too, as it keeps the toast warm while you are mixing martinis."
- Mega Shopper

The blog elicited a response from Ferrit marketing manager Peter Wogan.

"Absolutely some of our reviews are generated in-house…Ferrit staff, Telecom staff and partner staff have reviewed products that they own or have used - toasters included", he said.

"There are seven reviews of the Dualit toaster that currently feature in our advertising on the site. They were written to illustrate what can be done on the site to provide feedback and generate discussion", he explained.

"Some of the reviews are obviously tongue-in-cheek, as is our advertising style."

The Telecom-owned Ferrit website has since removed the reviews in question.

News of the rort spread like wildfire among the online community, even reaching the website of the New York Times.