Google to crack down on fake reviews

January 24, 2025 — The Competition and Markets Authority (CMA) in the UK has announced a significant victory for consumers, securing major changes from Google regarding its handling of fake reviews. These changes aim to significantly improve trust in online reviews.

Google has pledged to implement stricter measures to identify and remove fake reviews left about businesses and services. This will involve enhanced detection methods to find businesses and reviewers involved in such practices.

Individuals who repeatedly write fake reviews for UK businesses, regardless of their location, will face a ban from leaving reviews altogether. Businesses caught manipulating their star ratings with fake reviews will also face penalties. These penalties include prominent warning alerts displayed on their Google profiles, potentially suspending their review function entirely for repeat offenders.

Consumers will now have a more accessible system for reporting suspicious reviews, including those incentivized by businesses (e.g., payments for positive reviews). This will allow consumers to play a more active role in maintaining the integrity of the online review landscape.

Fake reviews are a major concern for consumers, potentially influencing billions in spending annually. The CMA's intervention aims to create a fairer online marketplace that benefits both consumers and honest businesses.

The CMA will monitor Google's compliance with the undertakings over a three-year period, the announcement stated. The CMA also recently gained enhanced consumer protection powers, allowing them to independently fine companies that violate consumer law. The CMA's investigation into Amazon's handling of fake reviews is ongoing, and they will publish finalized guidance later this year to assist businesses in complying with consumer law regarding online reviews.

This collaboration between the CMA and Google is a significant step towards a more trustworthy online review landscape, promoting an environment where consumers can make informed decisions based on genuine reviews.

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