Google will take firmer action against British businesses that use fake reviews to boost their star ratings on the search giant’s reviews platform. The UK’s Competition and Markets Authority (CMA) announced on Friday that Google has agreed to improve its processes for detecting and removing fake reviews, and will take action against the businesses and reviewers that post them.
This includes deactivating the ability to add new reviews for businesses found to be using fake reviews, and deleting all existing reviews for at least six months if they repeatedly engage in suspicious review activity. Google will also place prominent “warning alerts” on the Google profiles of businesses using fake reviews to help consumers be more aware of potentially misleading feedback. Individuals who repeatedly post fake or misleading reviews on UK business pages will be banned and have their review history deleted, even if they’re located in another country.
Google is required to report to the CMA over the next three years to ensure it’s complying with the agreement.
“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,” CMA chief executive Sarah Cardell said in a statement. “This is a matter of fairness – for both business and consumers – and we encourage the entire sector to take note.”
Google made similar changes to reviews in Maps last year, saying that contributions “should reflect a genuine experience at a place or business.” However, those changes apply globally while Google’s commitment to improving reviews across all its properties appears to just apply to the UK for now.
The changes to reviews follow a CMA investigation launched against Google and Amazon in 2021 over concerns the companies had violated consumer protection laws by not doing enough to tackle fake reviews on their platforms. The CMA says its probe into Amazon is still ongoing and that an update will be announced “in due course.”