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The authors of online fake reviews suffer from pangs of conscience, according to a new study which looked at the process behind their creation. As part of the study, 50 people were asked to write fake hotel reviews in either positive, negative or neutral tones, with negative postings being the most problematic. One such participant explained: "As a person, I found it hard to be mean while writing fake negative reviews in hotels I never stayed in." Another questioned: "Why am I badmouthing other hotels?" Algorithms Previous Research by the University of York shows the challenges of online 'fake' reviews for both users and computer algorithms. It suggests that a greater awareness of the linguistic characteristics of 'fake' reviews can allow online users to spot the 'real' from the 'fake' for themselves. The latest paper shows that unlike negative and neutral fake reviews that could be exaggerated with affective words in descriptions, positive fake reviews may not necessarily express substantial emotions. Hence, detection algorithms need to be fine-tuned based on the polarity of the incoming reviews. "If automation fails to detect human-generated fake reviews, it is worth exploring the more humane approach of designing review submission interfaces that appeal to the writer's moral obligation to be truthful." Explore more news faux saint laurent bag