CMA probes five firms over fake online reviews in UK crackdown
CMA probes five firms over fake online reviews in UK crackdown
Britain's CMA expands crackdown on fake online reviews, probing five firms including Just Eat and Autotrader to protect shoppers.
Britain’s competition watchdog, the CMA, has kicked off a new wave of probes into online reviews, naming five firms under investigation: Autotrader, Just Eat, Feefo, Dignity, and Pasta Evangelists. The regulator says the investigations will probe how reviews are collected, displayed and used in marketing, and whether any practices distort competition or mislead shoppers.
The CMA emphasised that consumer trust in online reviews is central to modern shopping. It notes that reviews influence the purchasing decisions of a large majority of buyers—one CMA estimate put the figure around 90%—making the integrity of feedback channels a consumer-protection priority.
Officials said the probes will look at whether firms enforce review rules, suppress or manipulate feedback, and how third‑party platforms participate in the process. While details are not yet public, the regulator warned firms to expect extensive scrutiny and potential penalties if deceptive practices are found.
The announcements come as part of a wider push to clean up online marketplaces and ensure that review systems remain credible amid growing e-commerce. The CMA’s London office is coordinating the action, signaling a sustained enforcement push.
For customers, the CMA urged vigilance: check multiple sources, look for verified purchases, and be wary of overwhelmingly uniform or unverifiable praise. Brands and platforms were reminded that misleading reviews could trigger investigations and sanctions.
