Clampdown on fake Google reviews announced
4 min read
Google has committed to making substantial changes to its processes in order to combat fake reviews for UK businesses, according to an announcement from the regulator. The move follows ongoing concerns over the authenticity of reviews posted online, particularly those influencing consumer choices.
The UK’s Competition and Markets Authority (CMA) confirmed that Google, which dominates 90% of the search market in the UK, will now attach warnings to companies found to have artificially inflated their star ratings. This measure aims to reduce the prevalence of misleading reviews that misguide consumers. Furthermore, businesses involved in significant fraudulent activity will have their review function deactivated, preventing them from receiving new reviews altogether.
The CMA’s new rules also target individuals who frequently post fake or misleading reviews. These individuals will be banned from posting reviews across all platforms, regardless of their location. This crackdown is designed to address the growing problem of fake reviews, a challenge exacerbated by artificial intelligence and other technological tools that make generating fake content easier than ever.
Consumer group Which? has welcomed the changes as a positive step but emphasized the need for strong enforcement to ensure the effectiveness of these measures. They suggested that Google should face “heavy fines” if it fails to implement the changes as promised. The group has long been critical of Google’s efforts to tackle fake reviews, with previous investigations revealing that the tech giant was not doing enough to prevent such activity on its platform.
Sarah Cardell, the Chief Executive of the CMA, expressed confidence that the new measures would improve consumer trust in reviews. She stated, “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.” The measures, however, will only apply to business reviews on Google and Google Maps, and will not extend to product reviews on the platform.
Google has responded to the CMA’s announcement by reiterating its commitment to combating fraudulent content. A spokesperson explained that the company already blocks millions of fake reviews every year, often before they are even published. Google also emphasized its ongoing collaboration with regulators, including the CMA, as part of its broader effort to address fake content and bad actors online.
This pledge from Google is not the first attempt to address the problem of fake reviews, which has been made more complex by the rise of artificial intelligence. Amazon and Google have both been under investigation by the CMA for fake reviews since June 2021. This investigation followed a report from Which? that found Google was not doing enough to curb fake reviews for business listings on its platform. The CMA has confirmed that its inquiry into Amazon is still ongoing.
Rocio Concha, Director of Policy and Advocacy at Which?, expressed cautious optimism about the CMA’s new commitments from Google. “Which? has repeatedly exposed fake reviews on Google, so the CMA securing these commitments from the tech giant is a step in the right direction,” she said. She also highlighted the importance of the CMA’s monitoring efforts moving forward, noting that if Google fails to meet its promises, the regulator must be prepared to take stronger enforcement actions, including issuing heavy fines.
The influence of online reviews—both legitimate and fake—on consumer behavior is enormous. The CMA estimates that around £23 billion of UK consumer spending is “potentially influenced” by online reviews each year. This underlines the significant impact that fake reviews can have on both consumers and businesses.
In response to the regulator’s pressure, Google has already begun implementing restrictions on businesses and reviews. The CMA has stated that Google will report back on its progress over the next three years to ensure that the changes are being properly enforced. After this period, Google will be allowed to revise its approach to tackling fake reviews, based on technological advancements and regulatory developments.
Sarah Cardell concluded by stressing that the issue of fake reviews is a matter of fairness for both businesses and consumers. She encouraged the wider industry to take note of these changes, suggesting that companies must now adopt more robust processes to ensure that reviews remain authentic and trustworthy.
Ultimately, the CMA’s intervention represents a significant step towards greater transparency in online reviews, and both consumers and businesses alike stand to benefit from these enhanced protections. However, effective enforcement will be key to ensuring that these changes have a lasting impact.
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