In today’s digital-first economy, online reviews have become a cornerstone of consumer decision-making. However, the emergence of fake reviews poses a serious threat to transparency, trust, and the authenticity of marketplace feedback. This study explores the landscape of fake reviews, their creation and propagation, and how they manipulate consumer perception and awareness. It investigates psychological, economic, and social factors that make consumers vulnerable and examines regulatory and technological solutions to mitigate the damage. This research focuses on understanding the degree to which fake reviews influence consumer behaviour and awareness in urban India, using structured data collection and statistical analysis.