Clampdown on fake Google reviews announced

Google has announced that it will implement significant changes to combat fake reviews for businesses in the UK, as stated by the Competition and Markets Authority (CMA). This regulatory body revealed that Google, which dominates 90% of search traffic in the UK, will now attach warnings to businesses that are found to have artificially inflated their star ratings. In more severe cases, businesses that are repeat offenders will have their review functions disabled, meaning they will not be able to receive any new reviews. Additionally, individuals who are caught posting fake or misleading reviews multiple times will be banned from posting reviews altogether, no matter where they are located in the world. Consumer advocacy group Which? has welcomed these changes, calling them 'a step in the right direction. ' However, they also emphasized the need for strong enforcement measures, which could include hefty fines if Google fails to comply with these new regulations. Sarah Cardell, the Chief Executive of the CMA, expressed that the changes secured from Google will ensure that robust processes are in place, allowing consumers to have confidence in the reviews they read and make informed choices. It is important to note that these measures specifically target reviews for businesses when searching on Google or Google Maps, and do not extend to product reviews. A spokesperson from Google informed the BBC that the company has been investing in efforts to combat fraudulent content, successfully blocking millions of fake reviews each year, often before they are published. They also highlighted their collaboration with regulators worldwide, including the CMA, as part of their ongoing commitment to fighting fake content and bad actors. The issue of fake reviews has been a growing concern, particularly with the rise of artificial intelligence, which has made it easier for dishonest practices to proliferate. The CMA has been investigating this issue since June 2021, following reports from consumer groups about fake reviews appearing in business listings. Rocio Concha, the director of policy and advocacy at Which? , stated that the organization has consistently exposed fake reviews on Google, and the CMA's recent commitments from the tech giant represent progress. She believes that these changes will help prevent consumers from being misled by unscrupulous businesses and fake review brokers. However, she stressed the importance of the regulator closely monitoring the situation and being prepared to utilize new enforcement powers granted through the Digital Markets, Competition and Consumers Act to take decisive action, including imposing heavy fines if Google does not make the necessary improvements. The impact of reviews, both real and fake, is substantial, with the CMA estimating that £23 billion of UK consumer spending each year is 'potentially influenced' by online reviews. Google has already begun implementing restrictions on businesses and reviews, and the CMA has stated that Google will be required to report back to them over the next three years to ensure that action is being taken. After this period, Google will have the opportunity to adjust its approach to fake reviews in response to any technological advancements. Ms. Cardell concluded by stating that this issue is fundamentally about fairness for both businesses and consumers, and she encourages the entire sector to take note of these developments.