A majority of people (70% ) have experienced misleading sales tactics while shopping online, according to a new poll of 2,087 UK adults by the Competition and Markets Authority (CMA).
The respondents ranked their biggest online shopping concerns as:
The CMA said such practices were carefully designed to manipulate shoppers and as a result caused stress and anxiety, as well as significant financial and emotional harm. The issue is exacerbated by the fact that these practices are often hard to spot and people don't know how to avoid them.
Which? has repeatedly exposed the ways in which unscrupulous sellers on marketplaces, including Amazon and eBay, dupe consumers with fake reviews as well as substandard and sometimes dangerous products.
Last year we launched a campaign demanding new laws be introduced by the government to make tech giants protect consumers online.
The #JustNotBuyingIt campaign, which has been signed by more than 88,000 people, calls on online businesses to take responsibility for harmful content including scam ads and fake reviews.
Responding to the CMA research, Rocio Concha, Which? Director of Policy and Advocacy, said: 'We have repeatedly found that shoppers are at risk of being misled online by businesses using dubious tactics, such as fake reviews, that result in people being ripped off and often ending up with poor quality products that don't live up to expectations.
'The government has set out plans to tackle some of these exploitative online practices as part of its consumer and competition reforms and should introduce new laws in this year's Queen's Speech to banish these practices as soon as possible.