Google plans to take stronger action against businesses that use fake reviews to boost their ratings
Google has announced that on January 24, 2025, it will take strict measures against businesses and services that write fake reviews to boost their ratings, including disabling the addition of new reviews. This decision was made after the UK Competition and Markets Authority (CMA)
CMA secures important changes from Google to fake tackle reviews - GOV.UK
https://www.gov.uk/government/news/cma-secures-important-changes-from-google-to-tackle-fake-reviews
Google agrees to crack down on fake reviews for UK businesses - The Verge
Google commits to combating fake reviews in the UK after 5-year probe | TechCrunch
https://techcrunch.com/2025/01/24/google-commits-to-combatting-fake-reviews-in-the-uk-after-5-year-probe/
Google agrees to crack down on fake reviews for UK businesses | Google | The Guardian
https://www.theguardian.com/technology/2025/jan/24/google-fake-reviews-uk-star-ratings-cma
The CMA estimates that online reviews are responsible for £23 billion of UK consumer spending each year (PDF file) , and that 89% of consumers use online customer reviews when researching products and services.
The CMA began an investigation into Google in 2021 due to concerns that the company may have violated consumer law by failing to take sufficient steps to protect users from fraudulent reviews on its platform. CMA Chief Executive Sarah Cardell said, 'Allowing fraudulent reviews to continue undermines people's trust and puts businesses that post honest reviews at a disadvantage.'
On 24 January 2025, Google announced that as part of its deal with the CMA, it would adopt stricter measures to identify and remove fraudulent reviews on Google Search and Google Maps. Specific initiatives include:
- To enable rapid identification and investigation of businesses and reviewers who profit from fraudulent reviews
Users who repeatedly post false or misleading reviews of UK businesses will have their reviews removed and will be banned from posting new reviews, regardless of where they live.
Businesses found to be boosting their ratings with fraudulent reviews will have a prominent 'warning' alert displayed on their Google profile to warn consumers that suspicious activity has been detected.
Businesses found to be boosting their ratings with fraudulent reviews will have their reviews disabled, will be unable to receive new reviews, and will have all existing reviews deleted for six months or more.
- Introducing a feature that allows consumers to easily report reviews to Google
Google will be required to report to the CMA on its compliance with the rules it signed into law over a three-year period starting from 2025.
'The commitments we've made with Google will ensure that robust processes are in place so that users can trust the reviews they receive and make the best choices possible,' Cardell said. The CMA also requires companies that publish reviews to check its guidance to see if they should change their practices. If they fail to do so, the CMA could investigate and impose fines.
A Google spokesperson said: 'We block millions of fraudulent reviews every year before they are published, and 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 is also conducting a similar investigation into Amazon, but the agency said its investigation into the matter is 'still ongoing.'
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