Google has committed to stronger measures to combat fake online reviews in the UK, following an investigation by the Competition and Markets Authority (CMA). The tech giant has promised to clamp down on misleading review practices and impose penalties on businesses and individuals found boosting their ratings fraudulently.
This move comes after the CMA warned that deceptive reviews could influence up to £23 billion of consumer spending annually, undermining trust in online platforms. Under the agreement, Google will take more proactive steps to identify and remove fraudulent content and issue warning labels on the profiles of businesses engaging in dishonest practices.
Sarah Cardell, chief executive of the CMA, welcomed Google’s pledge, highlighting the impact of fake reviews on consumer confidence. “Left unchecked, fake reviews damage people’s trust and leave businesses who do the right thing at a disadvantage,” she said. “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.”
Cardell emphasized that this was a matter of fairness for both consumers and businesses. She also urged other platforms to examine their processes in light of the CMA’s new powers, which, starting in April, will allow it to independently determine if consumer law has been violated, with the potential for fines of up to 10 percent of global turnover for non-compliance.
As part of the agreement, Google has committed to reporting back to the CMA for the next three years to ensure the new safeguards are being implemented effectively. The company, which already blocks millions of fake reviews each year, responded by stating: “Our longstanding investments to combat fraudulent content help us block millions of fake reviews yearly – often before they ever get published.”
The CMA’s investigation into Google and Amazon began in 2021, with concerns that both companies were not doing enough to prevent the spread of fraudulent reviews. While the investigation into Google has now been resolved with this agreement, the inquiry into Amazon continues.
In recent months, the CMA has intensified its scrutiny of major tech companies, including launching separate investigations into Google’s search and advertising practices, as well as the operating systems of both Apple and Google. The CMA’s new interim chair, Doug Gurr, a former Amazon executive, recently prompted business minister Justin Madders to deny claims that the government is overly influenced by Big Tech.
