Google Pledges Tougher Measures Against Fake Reviews in the UK

Google has committed to taking stronger action against fake reviews, including penalizing UK businesses and individuals involved in manipulating online ratings. This follows an extensive investigation by Britain’s Competition and Markets Authority (CMA), which announced the measures today.

The U.S. tech giant will introduce “warning” alerts on the profiles of British businesses found to have used fake reviews to inflate their ratings. This is part of Google’s efforts to address concerns raised by the CMA, which launched a formal investigation in 2021 into both Google and Amazon over their handling of fake reviews. While the inquiry into Amazon is ongoing, Google has pledged to work closely with regulators worldwide to curb fake content and deter bad actors.

According to the CMA, online reviews influence up to £23 billion ($29 billion) of UK consumer spending annually, with nearly 89% of shoppers relying on reviews when researching products or services. Given the significant impact of reviews on consumer decisions, the watchdog is intensifying its scrutiny of major tech platforms.

The CMA has also opened new investigations this month, focusing on Google’s search services and Apple and Google’s mobile ecosystems. However, some competition lawyers and industry experts have questioned the government’s decision to appoint a former Amazon executive as CMA chair, describing the move as sending mixed signals about its stance on regulating big tech.