Google Announces Clampdown On UK Fake Reviews

Google told the UK’s competition watchdog it would make “significant changes to its processes” to identify and remove fake reviews from UK business profiles and sanction individuals found guilty of manipulating their star ratings. 


CMA announces changes

The UK Competition and Markets Authority (CMA) says Google will display warnings on business listings found to have manipulated or solicited fake reviews to boost their star rating.

Google confirmed that the worst offenders may have their account reviews deactivated and be banned from receiving new reviews. It will also ban individuals who repeatedly post misleading or fake reviews from posting globally. 

Chief Executive of the CMA, Sarah Cardell, said upon announcing the 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.”

Google confirmed that the changes only apply to business reviews on Google Search and Google Maps and will not affect product reviews. 

Ms. Cardell said the changes are about fairness: 

  • “This is a matter of fairness—for both business and consumers—and we encourage the entire sector to take note.”

Cardell added:

  • “Left unchecked, fake reviews damage people’s trust and leave businesses who do the right thing at a disadvantage.
  • “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.

Sarah Cardell said Google, which has over 200,000 UK advertisers and accounts for 90% of all UK online searches, was “leading the way” in tackling fake reviews. 

Google confirms changes with the BBC

A Google spokesperson told the BBC that the company had implemented the new restrictions on UK businesses found to be using fake reviews and would report to the CMA over the next three years to prove it is taking action. 

Google also said it would issue warning alerts on business profiles using fake reviews. However, that change began in September 2024 when Google announced it would place “Suspected fake reviews were recently removed from this place” on UK business profile listings using fake testimonials. 

Google said at the time:

  • “If we determine that a business owner has violated its Fake Engagement policy, we might place restrictions on their Business Profile (in addition to removing the violative reviews).”

A Google spokesperson said the most recent changes confirm the company’s continuous efforts to combat global fake reviews:  

  • “Our longstanding investments to combat fraudulent content help us block millions of fake reviews yearly—often before they ever get published. Our work with regulators around the world, including the CMA, is part of our ongoing efforts to fight fake content and bad actors.”

Consumer group Which? Says actions, not words, are needed

The UK consumer group Which? (which reviews products and services to help consumers make better purchasing decisions) said the changes were “a step in the right direction” but would require action rather than words, and if Google fails to implement the changes, it should face heavy fines. 

Director of policy and advocacy at Which? Rocio Concha said their company repeatedly exposes fake Google-based reviews, adding: 

  • “The changes should help prevent consumers from being misled by unscrupulous businesses and fake review brokers.”
  • “However, the regulator must monitor the situation closely and be prepared to use new enforcement powers secured through the Digital Markets, Competition and Consumers Act to take strong action, including issuing heavy fines, if Google fails to make improvements.”

CMA investigations continue

The Competition and Markets Authority also began investigating Google’s search and advertising practices earlier this month to assess the tech giant’s impact on UK consumers and news publishers.

Google said it would work with the CMA:

  • “We will continue to engage constructively with the CMA to ensure that new rules benefit all types of websites and still allow people in the U.K. to benefit from helpful and cutting-edge services.”

Google’s crackdown on UK business profiles and individuals using fake reviews continues its compliance with the CMA, which began investigating the tech giant`s reviews in June 2021, saying Google wasn’t doing enough to combat fake business listing reviews.

The CMA estimates that the UK public spends £23 billion online annually, and fake reviews can “potentially influence” where they spend their money. 

Google has three years to prove it’s true to its word; in the meantime, UK business owners using genuine reviews will hope it does.

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Terry O'Toole

Terry is a seasoned content marketing specialist with over six years of experience writing content that helps small businesses navigate where small businesses meet marketing - SEO, Social Media Marketing, etc. Terry has a proven track record of creating top-performing content in search results. When he is not writing content, Terry can be found on his boat in Italy or chilling in his villa in Spain.

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