Google has agreed to make “significant changes to its operations” to help tackle fake reviews for UK businesses.
The Competition and Markets Authority (CMA) says the company – which accounts for 90% of UK searches – will suspend warnings to companies found to be artificially under-rated.
The worst review function will have their review function deactivated, which means they cannot get any new reviews.
Individuals who repeatedly post misleading reviews will be banned from publishing – no matter where they are in the world.
Consumer group? She called the changes “a step in the right direction,” but said they would need to be backed up with strong enforcement measures, potentially “heavy fines” if Google fails to stick to them.
CMA CEO Sarah Cardell said: “The changes we’ve got from Google ensure that robust processes are in place, so people can trust reviews and make the best possible choices.”
The measures only relate to reviews of businesses when searched on Google or on Google Maps.
It will not apply to product reviews.
A Google spokesperson told The BBC: “Our longstanding investments in fighting fraudulent content help us block millions of fake reviews every year – often before they’re published.
“Our work with regulators around the world, including the CMA, is part of our ongoing efforts to combat fake content and bad actors.”
that it It’s not the first pledge to tackle fake reviewsa problem exacerbated by artificial intelligence (AI).
Amazon and Google were under investigation by the CMA On fake reviews since June 2021 – months after the consumer group any? It concluded that Google was failing to do enough to combat fake reviews On her list of works.
The CMA said its investigation into Amazon is ongoing.
Rocio Concha, Director of Policy and Advocacy, said in which? “Which one? I’ve repeatedly been hit with fake reviews on Google, so the CMA guaranteeing these commitments from the tech giant is a step in the right direction.”
“The changes should help prevent consumers from being misled by unscrupulous companies and fake review brokers.
“However, the regulator must monitor the situation closely and be prepared to use new enforcement powers secured by digital markets, competition, and consumer action to take strong action, including issuing heavy fines, if Google fails to make improvements.”
The impact of real and fake reviews is enormous – the CMA estimates £23 billion of UK consumer spending each year may be “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 back to it over the next three years to ensure action is taken.
After this period, Google will be able to change how it handles fake reviews to reflect any new changes in technology.
“This is an issue of fairness – for both businesses and consumers – and we encourage the whole sector to take note,” Ms Cardell added.
