Google has pledged to intensify its efforts to combat fake reviews, including penalizing UK businesses and individuals involved in manipulating online ratings. This commitment follows a lengthy investigation by Britain’s Competition and Markets Authority (CMA).
The tech giant will also display warning labels on the profiles of British businesses found to have engaged in boosting their ratings with fake reviews, the CMA said on Friday.
The CMA launched a formal investigation into Google and Amazon in 2021 over concerns that their platforms were not adequately addressing fake reviews. The probe into Amazon remains ongoing.
Online reviews significantly influence consumer spending in the UK, with an estimated £23 billion ($29 billion) in purchases impacted annually. Approximately 89% of consumers rely on online reviews to research products or services, the regulator noted.
“These changes from Google ensure robust processes are in place, so people can trust reviews and make informed decisions,” said CMA Chief Executive Sarah Cardell. “This is about fairness—for both businesses and consumers—and we encourage the entire sector to follow suit.”
A Google spokesperson stated that the company’s collaboration with global regulators, including the CMA, is part of its broader efforts to combat fake content and bad actors.
The CMA’s authority is set to expand in April, allowing the regulator to independently determine whether consumer law has been violated, without needing to bring cases to court. This change underscores the UK’s intensified scrutiny of major tech companies.
This month, the CMA initiated investigations into Google’s search services and the mobile ecosystems of Apple and Google. However, some competition lawyers and experts have expressed concern about the government’s appointment of a former Amazon executive as CMA chair, suggesting it could signal a softer approach to regulating the tech sector.
Google’s commitment marks a notable development in the regulation of online reviews, which have become an integral part of the digital economy. Sarah Cardell emphasized that ensuring authenticity in reviews is essential for maintaining consumer confidence and fostering a level playing field for businesses.