GOOGLE has agreed to enforce sanctions to deter businesses that try to benefit from fake reviews and also sanction those that write fake or misleading (positive or negative) reviews, the UK Government has announced.
The agreement comes after the Competition and Markets Authority (CMA) launched an investigation into Google over concerns it may have been breaching consumer law by failing to take sufficient action to protect people from fake reviews.
Online reviews can have a huge impact on consumer spending. The CMA estimated that as much as £23 billion of UK consumer spending is potentially influenced by online reviews annually, and research has shown that 89% of consumers use online customer reviews when researching a product or service.
The CMA said it welcomes the ‘constructive solutions-focused’ approach that Google has taken towards developing these undertakings and its commitment to implement the changes swiftly.
Sarah Cardell, chief executive of the CMA, said, “When it comes to tackling fake reviews, Google is leading the way. Left unchecked, fake reviews damage people’s trust and leave businesses who do the right thing at a disadvantage.
“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. They also help to create a level-playing field for fair dealing firms.
“This is a matter of fairness – for both business and consumers – and we encourage the entire sector to take note.
“Any business that publishes reviews should consider the undertakings issued today – as well as the CMA’s draft guidance – and whether their own practices require changes. Failure to do so could result in a CMA investigation and, in future, a possible fine.”
To address the CMA’s concerns, Google’s undertakings include:
- An enhanced approach to tackling fake reviews: Google has committed to rigorous steps to detect and remove fake reviews – enabling it to rapidly identify and investigate businesses and reviewers that profit from fake reviews.
- Consequences for rogue reviewers around the world: Individuals who repeatedly post fake or misleading reviews for UK businesses (positive or negative) will have their reviews deleted and will be banned from posting new reviews – regardless of their location.
- Consequences for UK businesses: The undertakings mean that businesses found to be boosting their star ratings via fake reviews will have prominent ‘warning’ alerts added to their Google profiles to flag to consumers that suspicious activity has been detected. This will be visible on businesses’ Google profiles, where their overall review scores are shown. Businesses will also have their review function deactivated, meaning they cannot receive any new reviews. Those firms that repeatedly engage in fake review activity will have all their reviews deleted for 6 months or more.
- Easier reporting: The undertakings commit Google to put in place a robust reporting function that allows consumers to easily and quickly report concerning reviews. This includes the ability to report ‘incentives’ – i.e. a payment or reward in exchange for a positive review – which will apply regardless of whether the incentive is offered in person or online.
To ensure Google is complying with the undertakings it has signed, the firm will report to the CMA over a 3-year period.
