Google agrees to crack down on fake reviews for UK businesses
Google agrees to crack down on fake reviews for UK businesses
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Tech company will issue ‘warning’ alerts on profiles of firms that manipulate star ratings, says CMA. Google has agreed to do more to identify and remove fake reviews, including sanctioning rogue individuals and UK businesses that have manipulated their star ratings, the UK’s competition watchdog has said.
The tech company will also issue “warning” alerts on the profiles of businesses that use fake reviews to boost their ratings, the Competition and Markets Authority (CMA) said. The agreement comes after the CMA launched an investigation into Google in 2021 over concerns it may have breached consumer law by failing to take sufficient action to protect people from fraudulent reviews on its platforms. The watchdog began a similar investigation into Amazon in 2021 which is ongoing.
Each year as much as £23bn of UK consumer spending is potentially influenced by online reviews, according to the CMA. Research by the consumer group Which? has shown that as many as 89% of consumers use online customer reviews when researching a product or service.
Sarah Cardell, the chief executive of the CMA, said Google is “leading the way” when it comes to tackling fake reviews. She said: “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. She added: “This is a matter of fairness – for both business and consumers – and we encourage the entire sector to take note.”.
