Google has committed to significant changes in its operations to combat fake reviews of UK businesses, according to the Competition and Markets Authority (CMA). The search engine giant, which holds 90% of the UK search market, will implement stricter measures, including attaching warnings to businesses caught inflating their star ratings and, in severe cases, disabling their review functions entirely.
Individuals found repeatedly posting fake or misleading reviews will also face global bans from contributing reviews on the platform.
Consumer advocacy group Which? welcomed the measures as “a step in the right direction” but emphasized the need for robust enforcement. “Strong action, including heavy fines, must follow if Google fails to uphold these commitments,” said Rocio Concha, Which?’s director of policy and advocacy.
Measures to Tackle Fake Reviews
The CMA says these measures aim to restore trust in online reviews, which influence an estimated £23 billion in UK consumer spending annually. The changes will apply to reviews for businesses listed on Google and Google Maps but will not extend to product reviews.
Under the new rules:
- Businesses found guilty of inflating ratings will receive warnings or lose access to their review functionality.
- Persistent fake reviewers will be banned globally from posting reviews.
Google, which has been under investigation alongside Amazon for fake reviews since 2021, has already begun implementing these restrictions. The CMA will monitor Google’s progress for the next three years, requiring regular updates to ensure compliance.
Sarah Cardell, Chief Executive of the CMA, praised the agreement. “The changes we’ve secured ensure robust processes are in place so consumers can trust reviews and make informed choices. This is a matter of fairness for both businesses and consumers,” she said.
A Google spokesperson reaffirmed the company’s dedication to combating fraudulent content, saying, “Our investments to fight fake reviews have already blocked millions before they were ever published. This collaboration with the CMA is part of our ongoing efforts to address the issue.”
The issue of fake reviews, exacerbated by advancements in artificial intelligence, has long plagued tech platforms. Which? previously criticized Google for insufficient action to tackle fake reviews in its business listings.
While Amazon remains under investigation, Rocio Concha called for close monitoring of Google’s compliance and urged the CMA to use enforcement powers granted by the Digital Markets, Competition, and Consumers Act to hold tech companies accountable.
Google’s measures are designed to adapt over time, with the company reserving the right to adjust its approach after the three-year monitoring period to reflect technological developments.
The CMA’s actions underscore the importance of transparency and fairness in the online review ecosystem, with Cardell urging other tech firms to follow Google’s lead.
