Google Commits to Stronger Measures Against Fake Reviews in the UK
Google has pledged to implement more stringent measures to combat fake reviews on its platform, following an agreement with the UK’s Competition and Markets Authority (CMA). The tech giant will take steps to identify and remove fraudulent reviews and sanction businesses and individuals found to be manipulating star ratings to boost their online reputation. As part of these measures, businesses that use fake reviews may face “warning” labels displayed on their profiles.

Google has pledged to implement more stringent measures to combat fake reviews on its platform, following an agreement with the UK’s Competition and Markets Authority (CMA). The tech giant will take steps to identify and remove fraudulent reviews and sanction businesses and individuals found to be manipulating star ratings to boost their online reputation. As part of these measures, businesses that use fake reviews may face “warning” labels displayed on their profiles.
The agreement comes after the CMA launched an investigation into Google in 2021, citing concerns over whether the company was adequately protecting consumers from deceptive practices. The probe was part of a broader effort by the regulator to address the impact of fake reviews on consumer trust. A similar investigation into Amazon was also initiated in the same year and is still ongoing.
According to the CMA, online reviews influence an estimated £23 billion of consumer spending annually in the UK. Research from consumer group Which? revealed that 89% of shoppers rely on online customer reviews when considering a product or service, highlighting the significant role these reviews play in purchasing decisions.
In a statement, Sarah Cardell, Chief Executive of the CMA, underscored the importance of fair practices in online platforms. She remarked, “Left unchecked, fake reviews damage people’s trust and leave businesses who do the right thing at a disadvantage.” She further noted that the changes agreed upon with Google are designed to ensure consumers can make more informed choices, adding, “This is a matter of fairness – for both business and consumers.”
The regulator emphasized that any business publishing reviews should review Google’s new practices to ensure compliance. Failure to adapt could result in investigations or potential fines, especially as the CMA gains enhanced enforcement powers in April. These new powers will allow the authority to determine violations of consumer law independently and impose fines of up to 10% of a company’s global turnover.
Google will also be required to report its compliance with the agreed measures to the CMA over the next three years. This commitment reflects ongoing scrutiny of major tech companies by the regulator, which has launched additional investigations this month into Google’s advertising practices and the mobile ecosystems of Apple and Google.
A spokesperson for Google stated, “Our longstanding investments to combat fraudulent content help us block millions of fake reviews yearly – often before they ever get published. Our work with regulators around the world, including the CMA, is part of our ongoing efforts to fight fake content and bad actors.”
The CMA’s initiatives aim to create a more transparent and trustworthy digital marketplace, ensuring that both consumers and businesses benefit from fair competition. These developments underline the growing importance of regulatory oversight in addressing challenges posed by evolving online practices.