UK Regulator Secures Changes from Google to Tackle Fake Reviews

The UK's Competition and Markets Authority (CMA) has secured significant changes from Google to combat the growing issue of fake reviews, which can mislead consumers and harm businesses that play by the rules. The undertakings signed by Google require the firm to sanction UK businesses that have boosted their star ratings with fake reviews, as well as sanctioning people who have written fake reviews for UK businesses. Google has also committed to putting 'warning' alerts on the profiles of UK businesses that use fake reviews to boost their star ratings.



The CMA estimates that as much as £23 billion of UK consumer spending is potentially influenced by online reviews annually, and research has shown that 89% of consumers use online customer reviews when researching a product or service. Left unchecked, fake reviews damage people's trust and leave businesses who do the right thing at a disadvantage. The changes secured from Google ensure robust processes are in place, so people can have confidence in reviews and make the best possible choices. They also help to create a level-playing field for fair-dealing firms.

To address the CMA's concerns, Google's undertakings include an enhanced approach to tackling fake reviews, consequences for rogue reviewers around the world, consequences for UK businesses, and easier reporting. Google has committed to rigorous steps to detect and remove fake reviews, enabling it to rapidly identify and investigate businesses and reviewers that profit from fake reviews. Individuals who repeatedly post fake or misleading reviews for UK businesses will have their reviews deleted and will be banned from posting new reviews, regardless of their location. Businesses found to be boosting their star ratings via fake reviews will have prominent 'warning' alerts added to their Google profiles to flag to consumers that suspicious activity has been detected. Those firms that repeatedly engage in fake review activity will have all their reviews deleted for 6 months or more.

Google has also committed to putting in place a robust reporting function that allows consumers to easily and quickly report concerning reviews, including 'incentives' offered in exchange for positive reviews. This should make it easier for consumers to flag fake reviews, helping Google to identify and remove them more effectively. The undertakings also commit Google to report to the CMA over a 3-year period to ensure it is complying with the agreed changes.

The CMA welcomes Google's constructive solutions-focused approach towards developing these undertakings and its commitment to implement the changes swiftly. Any business that publishes reviews should consider the undertakings issued today, as well as the CMA's draft guidance, and whether their own practices require changes. Failure to do so could result in a CMA investigation and, in future, a possible fine.

In conclusion, the changes secured from Google by the UK regulator are a significant step towards tackling the growing issue of fake reviews. By enhancing detection and removal processes, imposing consequences on rogue reviewers and businesses, and making it easier for consumers to report fake reviews, Google is helping to create a more trustworthy and reliable online review ecosystem. Other review platforms may need to follow suit to maintain a competitive edge and ensure consumer trust in their services.