Ryan FowlerGoogle has signed undertakings with the Competition and Markets Authority (CMA) to enhance its efforts to detect and remove fake reviews, ensure fair practices, and sanction both businesses and individuals involved in manipulating ratings on its platform. The move comes after a CMA investigation raised concerns about Google’s consumer law compliance.
Under the new measures, Google will introduce visible warnings on the profiles of UK businesses found using fake reviews and disable their review functions. Repeat offenders may have their reviews wiped for six months or more. Globally, individuals who post misleading reviews for UK businesses will be banned from contributing further reviews.
CMA chief executive Sarah Cardell said: “When it comes to tackling fake reviews, Google is leading the way. Left unchecked, fake reviews damage people’s trust and leave businesses who do the right thing at a disadvantage. The changes we’ve secured from Google ensure robust processes are in place, so people can have confidence in reviews and make the best possible choices.”
Google has also committed to improving its reporting functions, enabling consumers to flag fake reviews and incentive-based feedback easily. These measures will be monitored, with Google reporting to the CMA over a three-year period.
The CMA estimates that £23bn of annual UK consumer spending is influenced by online reviews. The regulator has also worked with the Department for Business and Trade to ban fake reviews under the Digital Markets, Competition and Consumers Act 2024, with the CMA gaining the power to impose fines of up to 10% of global turnover for violations.
The CMA is preparing final guidance for businesses on compliance with consumer law regarding online reviews, expected later this year, while its investigation into Amazon continues.
