Google intensifies efforts to combat fake reviews following UK investigation

Google will take stronger action against fake reviews, including penalizing UK businesses and individuals involved in manipulating star ratings, according to Britain's competition regulator, following an extensive investigation.

The tech giant has also pledged to display "warning" notices on the profiles of UK businesses that have used fake reviews to enhance their ratings, the Competition and Markets Authority (CMA) stated.

The CMA launched a formal investigation into Amazon and Google in 2021 over concerns they weren't doing enough to tackle fake reviews, which many consumers rely on for online purchasing decisions. The investigation into Amazon is still ongoing, the CMA added.

The regulator noted that up to £23 billion ($29 billion) of UK consumer spending could be influenced by online reviews annually, with 89% of consumers consulting reviews before making product or service choices.

“The changes we’ve secured from Google ensure strong processes are in place, so consumers can trust reviews and make informed decisions,” said CMA chief executive Sarah Cardell. "This is about fairness for both businesses and consumers, and we urge the entire industry to take notice."

A Google spokesperson emphasized that its collaboration with regulators globally, including the CMA, is part of ongoing efforts to "combat fake content and bad actors."

Starting in April, the CMA will gain new powers to independently determine whether consumer laws have been violated, without needing to take cases to court.

The CMA has increased its focus on big tech, recently launching two investigations—one into Google’s search services and another examining Apple and Google’s mobile ecosystems.

However, the appointment of a former Amazon executive as the new chair of the CMA has raised concerns among competition lawyers and industry experts about the regulator's approach.