Hijacking online reviews: sparse manipulation and behavioral buffering in popularity-biased rating systems
Authors: Itsuki Fujisaki, Kunhao Yang
Organizations: College of Knowledge and Library Science, School of Informatics, Tsukuba University, Ibaraki, Japan · College of Engineering, Shibaura Institute of Technology; Tokyo, Japan
Online reviews and recommendation systems help users navigate overwhelming choice, but they are vulnerable to self-reinforcing distortions. This paper examines how a single malicious reviewer can exploit popularity-biased rating dynamics and whether behavioral heterogeneity in user responses can reduce the damage. We develop a minimal agent-based model in which users choose what to rate partly on the basis of currently displayed averages. We compare broad attacks that perturb many items with sparse attacks that selectively boost low-quality items and suppress high-quality items. Additional analyses not shown here indicate that sparse attacks are substantially more harmful than broad attacks because they better exploit popularity-based exposure. The main text then focuses on sparse attacks and asks how their effects change as the fraction of contrarian users increases. Three results stand out. First, attack-induced damage is strongest when prior honest reviews are scarce, revealing a transition from a fragile low-information regime to a more robust high-information regime. Second, sparse attacks are especially effective at artificially promoting low-quality items. Third, moderate contrarian diversity partially buffers these distortions, primarily by suppressing the rise of low-quality items rather than fully restoring high-quality items to the top. The findings suggest that recommendation robustness depends not only on attack detection and predictive accuracy, but also on review density, popularity feedback, and user response heterogeneity.
Recommendation systems have become central gatekeepers of online information, shaping user behaviour across a wide range of activities. In response, users increasingly organize and coordinate to steer algorithmic outcomes toward diverse goals, such as promoting relevant content or limiting harmful material, relying on platform affordances -- such as likes, reviews, or ratings. While these mechanisms can serve beneficial purposes, they can also be leveraged for adversarial manipulation, particularly in systems where such feedback directly informs safety guarantees. In this paper, we study this vulnerability in recently proposed risk-controlling recommender systems, which use binary user feedback (e.g., "Not Interested") to provably limit exposure to unwanted content via conformal risk control. We empirically demonstrate that their reliance on aggregate feedback signals makes them inherently susceptible to coordinated adversarial user behaviour. Using data from a large-scale online video-sharing platform, we show that a small coordinated group (comprising only 1% of the user population) can induce up to a 20% degradation in nDCG for non-adversarial users by exploiting the affordances provided by risk-controlling recommender systems. We evaluate simple, realistic attack strategies that require little to no knowledge of the underlying recommendation algorithm and find that, while coordinated users can significantly harm overall recommendation quality, they cannot selectively suppress specific content groups through reporting alone. Finally, we propose a mitigation strategy that shifts guarantees from the group level to the user level, showing empirically how it can reduce the impact of adversarial coordinated behaviour while ensuring personalized safety for individuals.
Giovanni De Toni, Cristian Consonni, Erasmo Purificato +2
Fondazione Bruno Kessler, Italy · European Commission, Joint Research Centre (JRC)
Popularity bias in recommendation systems arises when a majority user class generates disproportionate interaction data, causing the system to increasingly favour it while degrading recommendation quality for niche users. While extensive empirical evidence of popularity bias exists, the dynamics leading to its emergence are not well understood. In this work, we study the coupled evolution of recommender model updates and user engagement through the lens of dynamical systems. We formulate a stochastic process and analyse its asymptotic behaviour through an ordinary differential equation (ODE) framework grounded in two-time-scale stochastic approximation. We characterise the equilibrium points of this dynamical system, and derive conditions under which popularity bias is provably emergent, as well as conditions under which symmetric retention of all user classes is possible. We conduct experiments on synthetic data and real-world production logs derived from a large-scale commercial music recommendation platform to validate our theoretical results.
Centre of Machine Intelligence & Data Science Indian Institute of Technology, Bombay Mumbai, Maharashtra, India · Electrical & Computer Engineering Dept. Georgia Institute of Technology Atlanta, GA, USA · Dept. of Computer Science & Engineering Indian Institute of Technology, Bombay Mumbai, Maharashtra, India +3
Recommender systems are widely used in the digital landscape to match users with content fitting their preferences. However, growing concerns about fake accounts, strategic manipulation, and other deceptive online behavior place increasing pressure on the reliability of these systems. A common statistical approach behind recommender systems is so-called matrix completion, which predicts how users would rate items they have not yet consumed based on patterns in observed ratings. Realistically applying matrix completion methods requires jointly addressing several overlooked challenges: (i) ratings on discrete scales (such as 1--5 stars); (ii) the presence of malicious users who deliberately manipulate the system to their advantage through fake profiles; (iii) ratings missing not at random since users are more likely to consume items they expect to like; and (iv) fostering transparency, reproducibility, and stability. We jointly address these challenges by proposing a novel method, Robust Discrete Matrix Completion (RDMC), designed to capture the key characteristics of sparse rating data while remaining reliable in the presence of manipulation. We evaluate RDMC through two case studies and carefully designed simulation experiments. Our work thereby offers a statistically-sound blueprint for future studies on how to evaluate recommender systems under realistic scenarios.
Aurore Archimbaud, Andreas Alfons, Ines Wilms
TBS Business School · Erasmus University Rotterdam · Maastricht University