In today’s digital marketplace, online reviews significantly influence consumer decisions. However, the prevalence of fake online reviews undermines trust and distorts fair competition.
Recognising this, the UK’s Competition and Markets Authority (CMA) has intensified efforts to combat fraudulent reviews, ensuring consumers receive accurate information.
The CMA launched an investigation in May 2020 to assess whether major websites displaying customer reviews were adequately protecting consumers from fake and misleading feedback. This probe scrutinised platforms’ systems for detecting and managing inauthentic reviews, focusing on:
By June 2021, the CMA had seemingly escalated its efforts, opening formal enforcement cases against Amazon and Google. The authority expressed concerns that some tech giants may not be doing enough to tackle fake reviews on their platforms, potentially breaching consumer protection laws. The investigation aimed to ensure these companies implement robust measures to detect and remove fraudulent reviews, thereby safeguarding consumer interests.
In January 2025, as a result of the CMA’s ongoing scrutiny, Google LLC is understood to have agreed to enhance its processes for addressing fake online reviews.
The undertakings reportedly included:
These commitments aim to foster a more trustworthy online environment, ensuring that consumers can rely on the authenticity of reviews when making purchasing decisions.
The CMA’s proactive stance against fake online reviews carries significant implications:
Enhanced Consumer Trust: With stricter regulations and enforcement, consumers can have greater confidence in the reliability of online reviews, leading to more informed purchasing choices.
Fairer Competition: Businesses engaging in honest practices are less likely to be undercut by competitors using deceptive review strategies, promoting a level playing field.
Legal Repercussions: Companies found to be manipulating reviews may face legal actions, financial penalties, and reputational damage. The CMA’s enhanced powers, effective from April 2025, enable it to impose fines directly for breaches of consumer law.
As a consumer, it is essential to remain vigilant. Whilst regulatory bodies work to eliminate fake reviews, adopting a critical approach to online feedback is advisable. Look for patterns indicative of authenticity, such as detailed, balanced reviews and verified purchaser badges.
For businesses, maintaining transparency and encouraging genuine customer feedback is paramount. Engaging in or facilitating the creation of fake reviews not only breaches legal standards but also erodes consumer trust, which can have long-term detrimental effects on brand reputation.
At The Competition Lawyers, we specialise in navigating the complexities of competition law and consumer protection. This is certainly another key topic that we will be keeping a very close eye on as work and development takes place to allow for greater transparency.
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