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 firm – which accounts for 90% of search in the UK – will attach warnings to companies found to have artificially boosted their star rating.
The worst offenders will have their review function deactivated, meaning they cannot receive any new reviews.
Individuals who repeatedly post fake or misleading reviews will be banned from posting – regardless of where they are in the world.
Consumer group Which? called the changes “a step in the right direction” but said they would need to be backed up with strong enforcement action, potentially including “heavy fines” if Google failed to stick to them.
Sarah Cardell, the Chief Executive of the CMA, said: “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.”
The measures only relate to reviews for businesses when searching on Google or on Google maps.
They will not apply to reviews of products.
A spokesperson from Google told the BBC: “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.”
It is not the first pledge to tackle fake reviews, a problem which artificial intelligence (AI) is exacerbating.
Amazon and Google have been under investigation by the CMA over fake reviews since June, 2021 – months after the consumer group Which? concluded Google was failing to do enough to combat fake reviews within its business listings.
The CMA has said its investigation into Amazon is ongoing.
Rocio Concha, the director of policy and advocacy at Which?, said: “Which? has repeatedly exposed fake reviews on Google, so the CMA securing these commitments from the tech giant is a step in the right direction.
“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.”
The influence of reviews real and fake is enormous – the CMA estimates £23bn of UK consumer spending every year is “potentially influenced” by online reviews.
Google told the BBC it has 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 being taken.
After this period, Google will be able to change how it deals with fake reviews to reflect any new changes in technology.
Ms Cardell added: “This is a matter of fairness – for both business and consumers – and we encourage the entire sector to take note.”
