Google has committed to making substantial changes to its processes to combat fake reviews of UK businesses, according to the Competition and Markets Authority (CMA). The tech giant, which dominates 90% of UK searches, will now issue warnings to businesses caught artificially boosting their ratings.
For the most serious offenders, Google will deactivate their review functions, preventing them from receiving new reviews. Individuals repeatedly posting fake or misleading reviews will face a global ban from posting reviews altogether.
CMA Chief Executive Sarah Cardell stated, “The changes we’ve secured from Google ensure robust processes are in place, so people can have confidence in reviews and make informed choices.” These measures, however, apply only to business reviews on Google Search and Maps, excluding product reviews.
A Google spokesperson told the BBC that its investments in combating fake content block millions of fraudulent reviews each year, often before they go live. The company emphasized its collaboration with global regulators, including the CMA, to fight fake reviews and bad actors.
The CMA estimates that online reviews—both real and fake—affect £23bn of annual UK consumer spending. Google has already begun enforcing restrictions on businesses and reviews and will provide updates to the CMA over the next three years to ensure compliance. Beyond this period, the measures may evolve with advancements in technology.
Cardell emphasized the importance of fairness for both businesses and consumers, urging the entire sector to follow suit. Since June 2021, the CMA has been investigating fake reviews involving Amazon and Google, with the probe into Amazon still ongoing.
