LONDON — In response to an investigation, Google has announced its intention to impose stricter measures against fraudulent online reviews, as highlighted by British regulators. The Competition and Markets Authority (CMA) revealed that Google has agreed to take “rigorous steps” to effectively identify and eliminate false reviews, thereby facilitating prompt investigations into businesses and individuals attempting to exploit these deceptive postings.
As part of this initiative, Google will eradicate reviews authored by users who consistently generate misleading or fraudulent content, regardless of whether these reviews are positive or negative. Those who engage in such practices will also face a ban preventing them from submitting new reviews, even if they are located outside the U.K.
Furthermore, businesses caught attempting to artificially inflate their ratings will encounter strict repercussions. Such companies will receive warning alerts on their Google profiles and, in addition, will be prohibited from accumulating new reviews. If a business persists in engaging in fraudulent review activities, all their reviews from the last six months will be removed, according to the CMA.
To aid consumers, Google is implementing a user-friendly mechanism that allows individuals to report suspicious reviews easily, especially in cases where rewards or payments have been offered in exchange for positive feedback.
Sarah Cardell, the CEO of the CMA, stated, “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. They also help create a level playing field for firms that engage in fair dealing.”
Google emphasized its ongoing commitment to combating fraudulent content, noting that its efforts help block millions of fake reviews annually, often before publication. The company’s collaboration with various global regulators, including the CMA, reflects its dedication to maintaining integrity in online content.
In addition to Google’s commitments, the CMA is conducting a separate investigation regarding Amazon’s handling of fake reviews. This probe is part of a larger examination initiated in 2021, which looks into whether these companies are violating U.K. consumer protection laws by not safeguarding shoppers adequately. This investigation arose amidst a surge in online shopping, accelerated by the COVID-19 pandemic.
The prevalence of fake reviews has long been a challenge on the internet, prompting various online travel and shopping platforms to unite against fraudulent practices. In the U.S., regulators have also begun imposing stricter measures, with the Federal Trade Commission prohibiting the buying and selling of false reviews and penalizing both businesses and individuals engaged in such activities.
Typically, fake reviews are exchanged in private social media groups, where fake review brokers collaborate with businesses willing to pay for their services. Often, these reviews are incentivized through offers to customers, such as gift cards, in return for favorable evaluations.
