Clampdown on Fake Google Reviews Announced

Google has agreed to implement significant changes to address the growing issue of fake reviews, following pressure from the UK’s Competition and Markets Authority (CMA).

The changes aim to protect consumers from misleading reviews and ensure fair practices for businesses listed on Google Search and Google Maps. The measures, however, do not cover product reviews.

Key Changes to Google Review Processes

The CMA announced that Google, which handles 90% of UK search traffic, will:

Flag businesses found to have inflated their star ratings artificially.
Deactivate review functions for repeat offenders, preventing them from receiving any new reviews.
Ban individuals globally who repeatedly post fake or misleading reviews.

These actions aim to enhance trust in online reviews, which the CMA estimates influence £23bn of consumer spending annually in the UK.

Consumer Protection and Enforcement

Sarah Cardell, CMA’s Chief Executive, emphasized the importance of these changes:

“The changes we’ve secured from Google ensure robust processes are in place so people can have confidence in reviews and make the best possible choices.”

However, consumer group Which? urged strong enforcement, suggesting heavy fines if Google fails to deliver on its promises.

Why the Crackdown Matters

Fake reviews have become a significant issue, exacerbated by the rise of artificial intelligence (AI), which enables the creation of fake content at scale.

The CMA’s actions follow its ongoing investigation into Google and Amazon, initiated in June 2021. Rocio Concha, Director of Policy at Which?, welcomed the steps but called for close monitoring:

“These changes should help prevent consumers from being misled by unscrupulous businesses and fake review brokers. However, enforcement must be strong, including heavy fines, if Google fails to make improvements.”

Google’s Commitment to Tackling Fake Reviews

A spokesperson from Google highlighted its ongoing efforts:

“Our longstanding investments to combat fraudulent content help us block millions of fake reviews yearly – often before they ever get published.”

Google has also pledged to:

Restrict businesses involved in fraudulent review practices.
Report to the CMA over the next three years to ensure compliance.
Adapt its processes as technology evolves.

What’s Next for Businesses and Consumers?

Businesses must adhere to stricter review guidelines or face review deactivation and reputational damage.
Consumers can expect greater reliability in reviews on Google Search and Maps.

The CMA hopes these changes will set a precedent for other tech companies to prioritize fairness in online reviews.