Google has committed to implementing substantial changes to its processes to address the pressing issue of fake reviews influencing UK businesses. This move comes in response to findings by the Competition and Markets Authority (CMA), which estimates that £23 billion of UK consumer spending annually is "potentially influenced" by online reviews. Google, accounting for 90% of search activity in the UK, aims to enhance trust and transparency by warning users about companies found manipulating their star ratings.
The CMA's investigation into Google's handling of fake reviews revealed that the tech giant was not sufficiently proactive in combating fraudulent content within its business listings. In response, Google has already started enforcing restrictions on businesses and reviews and will report its progress to the CMA over the next three years. These efforts are limited to reviews for businesses searched on Google or Google Maps.
Google's initiatives are part of a broader commitment to curbing fake reviews, a problem exacerbated by advances in artificial intelligence. The company has a longstanding investment in fighting fraudulent content, successfully blocking millions of fake reviews annually before they reach the public.
"Our longstanding investments to combat fraudulent content help us block millions of fake reviews yearly – often before they ever get published." – A spokesperson from Google
While Google's actions mark a significant step forward, the CMA's scrutiny extends beyond Google. Their investigation into Amazon's role in managing fake reviews is still ongoing. The CMA will continue to monitor Google's progress over the next three years, ensuring that robust processes remain in place for consumers to trust online reviews.
"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." – Sarah Cardell
The burgeoning problem of fake reviews is not new, prompting repeated pledges for reform. The CMA emphasizes that this issue is crucial for consumer fairness and urges other sectors to follow Google's lead.
"This is a matter of fairness – for both business and consumers – and we encourage the entire sector to take note." – Ms Cardell