“Equally, it’s simply not fair if some businesses can fake five-star reviews to give their products or services the most prominence, while law-abiding businesses lose out,” Coscelli said.įake reviews aren’t a new phenomenon. “Our worry is that millions of online shoppers could be misled by reading fake reviews and then spending their money based on those recommendations,” CMA chief executive Andrea Coscelli said. The move comes a year after the CMA started digging into the companies’ processes for identifying and dealing with fake reviews. The Competition and Markets Authority (CMA) is investigating whether the two giants have broken consumer law by failing to protect shoppers from faux recommendations.
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