Google's Focus on Fake Reviews

Google has pledged to intensify its efforts to combat fake online reviews, implementing tougher penalties for both dishonest reviewers and businesses attempting to manipulate ratings. This action follows an investigation by British regulators, the Competition and Markets Authority (CMA).

​The CMA announced that Google has committed to implementing "rigorous steps" to detect and remove fraudulent reviews, enabling quicker identification and investigation of those trying to profit from them.

The new measures include:
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• Banning Repeat Offenders: Google will delete all reviews written by individuals who repeatedly post fake or misleading reviews, whether positive or negative, for UK businesses. These individuals will also be banned from posting any future reviews, regardless of their location.
• Penalizing Businesses: Businesses attempting to artificially inflate their star ratings will face consequences. Their Google profiles will be marked with warning alerts, preventing them from receiving new reviews. Repeat offenders will have all their reviews from the past six months (or more) deleted.
• Simplified Reporting: Google is adding a streamlined process for consumers to report suspicious reviews, including instances where payment or rewards were offered for positive feedback.

"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," 1 said CMA Chief Executive Sarah Cardell. "They also help to create a level-playing field for fair dealing firms."

Google stated that its "longstanding investments to combat fraudulent content help us block millions of fake reviews yearly – often before they ever get published." The company added that its collaboration with regulators worldwide, including the CMA, is part of its ongoing fight against fake content and malicious actors.

The CMA also noted that a separate investigation into Amazon regarding fake reviews is still ongoing. These probes, initiated in 2021, aim to determine whether the two tech giants violated UK consumer law by failing to adequately protect shoppers from misleading reviews. The investigations were launched amidst the surge in online shopping fueled by the coronavirus pandemic.

Fake reviews are a persistent problem across the internet, often traded within private social media groups connecting fake review brokers and businesses willing to pay for positive feedback. Some businesses even offer incentives, such as gift cards, to customers in exchange for positive reviews.

​Authorities in the US, including the Federal Trade Commission (FTC), have also been actively cracking down on this practice, banning the sale or purchase of fake reviews and imposing fines on businesses and individuals involved. Google's commitment to stricter enforcement marks a significant step in the ongoing effort to restore trust and transparency to online reviews.
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