Competition watchdog launches probe into fake online reviews

Major websites’ efforts to protect shoppers from fake and misleading product reviews are to be investigated by the competition watchdog.

In the wake of online shopping becoming increasingly vital during the coronavirus lockdown, the Competition and Markets Authority (CMA) has said it will examine how sites currently detect and respond to fake reviews.

Its investigation will look at issues including suspicious reviews, businesses manipulating the presentation of reviews and how websites handle reviews where the reviewer has been paid or received an incentive to post.

The CMA has not named any websites it will focus on in its investigation.

Consumer group Which? has previously warned of the prominence of fake or misleading reviews across a number of websites and earlier this year called for a CMA investigation over the issue.

At the time, the group said such reviews were “duping online shoppers”.

Andrea Coscelli, chief executive of the CMA, said: “Most of us read online reviews to help decide which products or services to buy.

“During lockdown, we’re more dependent than ever on online shopping, so it’s really important that the online reviews we read are genuine opinions.

“If someone is persuaded to buy something after reading a fake or misleading review, they could end up wasting their money on a product or service that wasn’t what they wanted.

“Our investigation will examine whether several major websites are doing enough to crack down on fake reviews.

“And we will not hesitate to take further action if we find evidence that they aren’t doing what’s required under the law.”