Singapore’s competition regulator launches largest crackdown, uncovering 100 firms buying fake reviews
In the first phase of the investigation, 45 businesses that admitted to purchasing bogus reviews from the sole director of digital marketing firm Reputifly will have to apologise publicly and commit to removing such…
Source: Channel NewsAsia · September 30, 2026 at 8:02 PM · AI-assisted report
Single-source
SINGAPORE, 1 OCTOBER 2026 —
Singapore’s Competition Watchdog Uncovers Largest Fake Review Scandal, Forcing 45 Businesses to Apologise and Remove Bogus Ratings
Market Impact
Singapore’s Competition and Consumer Commission of Singapore (CCS) has exposed the largest fake review operation in its history, compelling 45 businesses—ranging from restaurants and hair salons to doctors and tuition centres—to publicly apologise and remove fabricated online ratings after admitting they paid a single supplier to manipulate their reputations.
The probe, targeting around 100 firms, marks a decisive crackdown on deceptive digital marketing practices as the CCS escalates enforcement under the Consumer Protection (Fair Trading) Act, with the operator of the scheme, Julian Tung Yan Kai, the sole director of digital marketing firm Reputifly, now facing mandatory corrective measures.
The scale of the operation underscores how deeply fake reviews have infiltrated Singapore’s digital economy, with businesses across sectors—including healthcare, legal services, and hospitality—turning to underhand tactics to artificially inflate their credibility. The CCS’s two-phase investigation, the largest of its kind, reveals a sophisticated industry built on deception, where AI-generated reviews, paid-for endorsements, and coordinated posting strategies were used to mislead consumers on platforms like Google, Facebook, Tripadvisor, Carousell, Yelp, and Trustpilot.
With the CCS warning that further enforcement actions—including court injunctions—will follow for non-compliant firms, the case sets a precedent for how Singapore will police digital trust in an era where artificial intelligence has made fake content nearly indistinguishable from genuine feedback.
The 45 businesses that admitted wrongdoing—part of a broader pool of around 100 under investigation—must now issue public apologies visible on their websites, social media accounts, and physical premises for six months, while also removing all fake reviews linked to their operations. They have committed to ceasing the use of fake reviews, reporting progress to the CCS, and strengthening internal compliance measures to prevent recurrence.
The CCS did not name the businesses but confirmed they span doctors, lawyers, tuition agencies, restaurants, and other service providers, reflecting the operation’s industry-agnostic reach. Two additional firms declined to cooperate, triggering deeper investigations that could lead to legal action, including restitution orders or damages for consumers under the Fair Trading Act.
At the heart of the scheme was Julian Tung Yan Kai, who operated Reputifly alongside two other platforms—BuyReviewSG and GetReviewSG—explicitly marketing fake review services as an "add-on" to digital marketing packages. The operation began no later than 2023, with Reputifly offering tiered packages, such as 35 five-star Google reviews over seven days for S$219, complete with a review rating calculator to help businesses determine how many fabricated endorsements they needed to achieve their desired score.
The firm’s terms even included a 30% replacement guarantee if Google removed the fake reviews, demonstrating the operation’s brazen approach to sustaining deception.
The fake reviews were not merely copied or repurposed—they were AI-generated to mimic authentic customer experiences. Reputifly’s dashboard used generative AI to craft reviews with varied writing styles, Singapore-specific details, and deliberate "imperfections" to appear natural. Some reviews even simulated initial scepticism before pivoting to a positive outcome, further blurring the line between truth and fabrication.
The operation extended beyond automated posting: Reputifly recruited real individuals via Telegram channels, paying them to use their personal accounts to amplify the fake reviews, creating a hybrid model of human and machine-driven deception.
The CCS’s investigation was triggered by a combination of public complaints and proactive monitoring, with the watchdog tracing the operation back to its operator through Telegram channels and the websites themselves. Once identified, the commission compelled the production of documents under the Fair Trading Act, securing Reputifly’s database—a critical step in mapping the full extent of the scheme.
Kho Qin Yao, director of fair trading practices at CCS and the supervising director of the investigation, told Channel NewsAsia that businesses buying fake reviews remain a minority, but their actions risk distorting fair competition and pressuring others to follow suit.
Reputifly has since admitted aiding and abetting unfair trade practices and agreed to permanently cease offering fake review services, issue a six-month public apology on its website, and donate proceeds from its illegal operations to a registered charity—though it will forfeit any tax deductions related to the donation. The CCS emphasised that continued non-compliance will result in further enforcement, including court injunctions to halt ongoing deceptive practices.
For the two businesses that refused to cooperate, the CCS stressed that investigations are ongoing, with firmer actions pending if evidence supports the case.
The scandal comes as Singapore grapples with a longstanding issue of phony online reviews, with the CCS first taking action against a furniture retailer in 2024. Recent reports from Channel NewsAsia revealed that Carousell listings continue to solicit fake reviews for as little as S$1 (US$0.78), with services extending to platforms like Google Maps. The CCS’s latest move sends a clear message: deceptive digital marketing will no longer be tolerated, regardless of industry or scale.
As the second phase of the investigation expands to other potential buyers of fake reviews, businesses across Southeast Asia—where similar practices have flourished—may now face heightened scrutiny over their online reputations.
With the CCS urging other fake review providers and businesses to voluntarily disclose their involvement before formal action is taken, the watchdog has provided a dedicated reporting channel at [https://go.gov.sg/ccsresponse](https://go.gov.sg/ccsresponse). The case also raises broader questions about AI’s role in enabling deception, as generative tools make it easier than ever to fabricate credible content.
For consumers, the crackdown offers a rare assurance that online reviews—long a battleground for manipulation—may soon reflect real experiences rather than paid-for propaganda. Yet for businesses that relied on Reputifly’s services, the fallout extends beyond apologies: rebuilding trust in an era of digital distrust will be their greatest challenge ahead.
Related: Reputifly · Competition and Consumer Commission of Singapore (CCS) · Julian Tung Yan Kai · Singapore