If you can fake authenticity, you’ve got it made, goes the old joke. But faking authenticity may be harder than it seems: adults correctly distinguished professional from consumer-created content 70% of the time, according to a study from user-generated content platform Stackla. And consumers will punish brands that try to fool them. Then again, maybe it just proves that professionals who are really good at faking authenticity do have it made. Especially if they’re Russian.