Google has committed to implementing stricter measures to combat fake online reviews in the UK, following an investigation by the Competition and Markets Authority (CMA). These measures aim to punish both dishonest reviewers and businesses that attempt to manipulate their online reputation through fraudulent reviews.
The CMA announced that Google has agreed to take “rigorous steps” to identify and remove fake reviews, enabling swift investigation of both businesses and reviewers involved in deceptive practices. Google’s commitment includes deleting all reviews written by individuals identified as repeatedly posting fake or misleading content, regardless of whether the reviews are positive or negative. These reviewers will also be banned from submitting future reviews on the platform.
Businesses found to be artificially inflating their star ratings will face repercussions as well. Google will place warning alerts on their business profiles and temporarily suspend the ability to receive new reviews. For persistent offenders, Google will delete all reviews received within the past six months or longer. Furthermore, Google is simplifying the process for consumers to report suspicious review activity, including instances where payments or rewards are offered in exchange for positive feedback.
CMA CEO Sarah Cardell emphasized the significance of these changes, stating that they will “ensure robust processes are in place, so people can have confidence in reviews and make the best possible choices.” She added that these measures contribute to “creating a level-playing field for fair dealing firms.”
In response, Google affirmed its ongoing commitment to combating fraudulent content, highlighting its existing investments that “help us block millions of fake reviews yearly – often before they ever get published.” The company reiterated its collaboration with global regulators, including the CMA, as part of its continuous efforts to fight fake content and bad actors.
The CMA confirmed that a separate investigation into Amazon regarding similar concerns about fake reviews is currently underway. Both investigations, initiated in 2021, stem from concerns about whether these companies violated UK consumer law by inadequately protecting shoppers from deceptive practices. The surge in online shopping during the coronavirus pandemic prompted increased scrutiny of fake reviews on major e-commerce platforms.
The issue of fake online reviews is a widespread problem affecting numerous online platforms. Several travel and shopping websites have joined forces to combat fraudulent reviews, and U.S. authorities, including the Federal Trade Commission (FTC), have also taken action by prohibiting the sale or purchase of fake reviews and imposing fines on businesses and individuals involved in such activities.
Fake reviews are often traded within private social media groups, connecting fake review brokers with businesses willing to pay for fabricated positive feedback. In some cases, businesses directly incentivize customers with rewards like gift cards in exchange for favorable reviews. These practices undermine the integrity of online review systems and can mislead consumers into making purchasing decisions based on false information. The strengthened measures announced by Google in collaboration with the CMA represent a significant step towards addressing this issue and fostering greater trust and transparency in the online marketplace.
