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UK Regulator Launches Probe Into Major Firms Over Suspected Fake Reviews

By  |  March 30, 2026

The Competition and Markets Authority (CMA) has opened investigations into five companies as part of a broader effort to tackle misleading online reviews that may distort consumer choices and undermine trust in digital platforms.

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    The inquiry focuses on Autotrader, Feefo, Dignity, Just Eat and Pasta Evangelists, spanning industries such as automotive sales, food delivery and funeral services. The regulator is assessing whether these businesses engaged in practices that present reviews in a way that influences purchasing decisions without accurately reflecting genuine customer experiences, according to a statement.

    The CMA said it is examining whether companies may have suppressed negative feedback, artificially boosted ratings, or provided incentives for positive reviews without clearly disclosing those arrangements. Officials are also looking into how review moderation systems operate and whether they fairly represent the full range of customer experiences, rather than prioritizing reputational or commercial considerations, per a statement.

    At this stage, the authority emphasized that no conclusions have been reached regarding potential breaches of consumer protection laws.

    Read more: Italy’s Competition Watchdog Penalizes Trustpilot Over Consumer Review System

    Online reviews play a critical role in shaping consumer behavior across the UK economy, influencing spending decisions in a wide range of sectors. Research suggests that a significant majority of consumers rely on reviews when deciding what to buy, raising concerns that inaccurate or manipulated content could distort competition and erode public confidence, according to a statement.

    Regulators are particularly concerned about the growing challenge of identifying fake reviews as artificial intelligence tools make it easier to generate convincing but fabricated content. This trend has heightened the urgency of enforcement efforts to maintain the integrity of digital marketplaces, per a statement.

    The investigations are part of a wider push under the Digital Markets, Competition and Consumers Act 2024, which introduced stricter rules governing fake and misleading reviews. The legislation grants the CMA enhanced powers to act against companies that fail to comply with consumer protection standards.

    Under the law, businesses found to have violated these rules could face significant penalties, including fines of up to 10% of their global turnover. Authorities say the goal is to improve transparency and accountability across online platforms while ensuring consumers can make informed decisions based on reliable information.

    Source: Dig Watch