Google has made a commitment to bolster its fight against fake reviews in the º£½ÇÊÓƵ by taking more robust action.
This pledge comes in response to an investigation by the Competition and Markets Authority (CMA), which expressed concern over Google's efforts to combat fraudulent online ratings, as reported by .
CMA Chief Executive Sarah Cardell stated: "left unchecked, fake reviews damage people’s trust and leave businesses who do the right thing at a disadvantage".
In a move to ensure transparency and fairness, º£½ÇÊÓƵ businesses found guilty of boosting their profiles with bogus reviews will be subject to stringent penalties, including high-visibility warnings on their listings, a halt to their review capabilities, and a possible erasure of all their reviews for no less than six months. Furthermore, individuals known for publishing multiple false reviews may see their comments expunged and face a ban from posting new ones.
Cardell emphasised the importance of these changes: "These changes will give consumers confidence in reviews and help level the playing field for businesses that play fair."
With online reviews influencing approximately £23 billion of consumer expenditure in the º£½ÇÊÓƵ annually, and as studies indicate that 89 percent of shoppers review online testimonials before making purchases or choosing services, the impact of these steps is considerable.
To align with the expectations set by the CMA, Google will implement various strategies aimed at refining reporting mechanisms, advancing the detection of fake activities, and applying sanctions to those who manipulate the system.
The Competition and Markets Authority (CMA) will keep a close eye on Google's adherence to regulations over the next three years. With the Digital Markets, Competition and Consumer Act coming into effect in April 2025, the CMA will then have the power to impose fines of up to ten percent of global turnover for breaches of consumer law.
The Department for Business and Trade has collaborated with the CMA to make it explicitly illegal to fail to prevent fake reviews. This development follows the CMA's recent investigation into Google to determine if its search and advertising services are providing equitable results within the º£½ÇÊÓƵ.
Last week, the watchdog disclosed the initiation of its inaugural "strategic market status designation investigation" under the new Strategic Market Status (SMS) regime that commenced on 1 January this year.
