Graham Fraser
Technology journalist
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Google has agreed to make “significant changes to its processes” to help tackle fake reviews of UK businesses, the regulator has announced.
The Competition and Markets Authority (CMA) says the company – which accounts for 90% of UK search – will attach the warnings to companies that have artificially increased their star ratings.
The worst offenders will have their review feature disabled, meaning they can’t receive new reviews.
People who repeatedly post false or misleading reviews will be banned from posting – no matter where they are in the world.
Sarah Cardell, chief executive of the CMA, said: “The changes we have secured from Google ensure robust processes are in place, so people can trust the reviews and make the best possible choices.”
The metrics only apply to reviews for businesses when searching on Google or Google Maps.
They will not apply to product reviews.
A Google spokesperson told the BBC: “Our long-standing investments in tackling fraudulent content help us block millions of fake reviews each year – often before they are published.
“Our work with regulators around the world, including the CMA, is part of our ongoing efforts to combat fake content and bad actors.”
This is not the first commitment to tackling fake reviews, a problem that artificial intelligence (AI) is exacerbating.
The influence of real and fake reviews is huge – the CMA estimates that £23 billion of UK consumer spending each year is “potentially influenced” by online reviews.
Google told the BBC it had already started with its restrictions on businesses and reviews, and the CMA says Google will report to it over the next three years to ensure action is taken.
After this period, Google will be able to change how it deals with fake reviews to reflect any new technological changes.
Ms Cardell added: “This is a fairness issue – for businesses and consumers – and we encourage the whole sector to take note.”
Amazon and Google have been under investigation by the CMA for fake reviews since June 2021 – months after consumer group Who? In conclusion, Google was not doing enough to combat fake reviews in its business listings.
The CMA said its investigation into Amazon was ongoing.
