Google has committed to taking additional measures to identify and remove fake reviews, as confirmed by the UK competition watchdog. The Competition and Markets Authority (CMA) stated that Google will implement sanctions against individuals and UK companies that have manipulated star ratings. Furthermore, Google will issue “warning” alerts on profiles of companies using fake reviews to inflate their ratings.
The agreement follows an investigation launched by the CMA in 2021 into Google’s potential violation of consumer law by not adequately protecting users from fraudulent reviews on its platform. A similar investigation on Amazon is currently ongoing.
The CMA estimates that £23 billion of UK consumer spending is influenced by online reviews annually. A survey conducted by Which? revealed that 89% of consumers rely on online reviews when researching products and services.
CEO of CMA, Sarah Cardel, praised Google for taking a proactive approach in combating fake reviews, emphasizing the importance of maintaining public trust and fairness for businesses and consumers.
According to CMA, any company found publishing reviews will be subject to investigation to determine if changes to practices are necessary to comply with the agreement. Google will report to CMA over a three-year period to ensure compliance.
Starting in April, CMA will have enhanced powers to independently assess violations of consumer law without court intervention. Violating companies could face fines up to 10% of their global turnover.
The watchdog has intensified its scrutiny of major tech firms, launching investigations into Google’s search and advertising practices, as well as Apple and Google’s mobile platforms.
Amidst these actions, the appointment of former Amazon executive Doug Garr as the watchdog’s interim chairman prompted denials from Business Secretary Justin Madders regarding government favoritism towards big tech.
A Google spokesperson informed CMA that the company’s investments in combating fraudulent content allow them to block millions of fake reviews annually. Collaboration with regulators globally remains an ongoing effort to tackle fake content and malicious actors.
Source: www.theguardian.com
