TBT CHECKS
Since April 2025 the Digital Markets, Competition and Consumers Act has prohibited, among other things, publishing fake reviews, concealing that a review was incentivised (e.g. with a discount or gift), and presenting reviews in a misleading way.
On 27 March 2026 the Competition and Markets Authority (CMA) opened its first formal investigations. They concern, among others, the platforms Autotrader and Feefo (whether negative reviews were left out), Dignity (whether staff wrote positive reviews), Just Eat (whether its rating system inflated scores) and Pasta Evangelists (whether customers were offered discounts for 5-star reviews without disclosing it). The investigations are ongoing and do not prejudge any breach.
The CMA can itself impose a fine of up to 10% of a company’s global turnover.
Editorial comment
This topic directly concerns small businesses: restaurants, salons, renovation firms and online shops. A “discount for five stars”, reviews written by friends or bought review packages can now mean a real fine. On the other hand, honest firms gain: competitors’ fake reviews can be reported.
What to do
- Do not offer discounts or gifts for positive reviews. You can ask for a review, but not for a particular rating.
- If you reward people for leaving a review, disclose it clearly.
- Do not hide or delete negative reviews just because they are negative.
- Do not buy reviews or followers. Agencies offering “review packages” expose you to fines.
- Report competitors’ fake reviews to the platform, and in serious cases to the CMA.
What do you think?
Have you come across a scam like this? What worked and what didn’t? Tell us in the comments below the article. We will cover the most interesting views in future editions.
Sources
© THE BUSINESS TIME / Argonauts Media Group Limited. Original editorial content. Copying, downloading and distribution without the publisher’s written consent are prohibited. Illustrative photo: Pexels.
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