Customers today are smarter than ever before. As a matter of fact, I'd say that many of them are smarter and more informed about products than those selling them. Unfortunately, many businesses haven't gotten the hint and keep treating customers like they did back in the 90's - as naive beings who need to be "saved" by the expertise that businesses hold. If you think that this form of advertising works, ask your 6-year old cousin to watch a few hours of QVC with you and see how he or she will spot bullshit miles away.
My attitude towards my customers is that they and I are on the same team. I spent most of my life buying supplements at GNC or on Amazon. Now that I'm the one selling them, I know the pain points that buyers face. Will it work? Is it worth the money? Is the science accurate? Where is this made? Can I return it if it doesn't work? Who can I ask for advice about the product?
To that effect, instead of acting like the CEO of a company, I am a consumer, just like them. I post on the forums, the label is made made available open, we don't pay for fake reviews, don't do any affiliate marketing, nor any subscription/trial systems that are disguised as scammers to take people's hard-earned money.
Let me put it this way, how would you like it if you were to spend your hard earned money on a product because it has stellar reviews only to find out they were all fake? How would you like it if your credit card kept getting charged even though you didn't sign up for a service? If you would be upset about this, don't do this to your customers. Sure, many big businesses do this, but it doesn't mean you need to do this. It's bullshit.
Treat your customers like you are selling to your family or close friends. Not just because they will appreciate you for it, but because it's the right way to do things.