How do you recognize a sham review ?

If the web site repeats the manufacturers PR, it is, at best, unlikely to be a real review.

If the person writing the “review” is a journalist or PR person (a polite way of saying, if they are not actually a real photographer).

If a “review” appears before the camera or lens is available, and most of the “review” is just copy-and-paste of the PR release of the manufacturer.

If a “review” has primarily the spec sheet in a tabulation, and shows fancy photos of the front, side, back of the camera, my first instinct is to ask whether they use this camera on a daily basis (or only unwrapped it to pump it on their web site?).

Most of these sham reviews could be considered to be spam; they capture you on Google so hey get click-through money when you go to the sponsors and buy the product.

At FLAAR we have two professional photographers and several student photographers on our team. We go out on field trips an average of every month. Plus we have a photo studio in our office (complete with diverse kinds of studio lighting). Obviously we show our readers which manufacturers provide the equipment.

But would we ask for review a tripod that was wobbly?

Would we ask for review a tripod head that had as many infamous issues as the Arca-Swiss second-generation head?

Since we don’t get paid, rather obviously we don’t want to waste our time testing equipment that is low-bid junk.

What else to be a tad careful about reading?

Too many “reviews” are written by camera store owners. At least they have experience with the equipment, but I question whether they really use the equipment they are suggesting that you buy.

First posted January 9, 2012.