Online consumer reviews
The Competition and Market Authority's (CMA’s) work to protect consumers who rely on online reviews.
Website compliance reviews
25 July 2025: The CMA published new fake reviews guidance in April 2025. In recognition that the new legislation and guidance may require businesses to make changes to their systems and compliance programmes that may take some time to implement, the CMA allowed for a 3-month adjustment period to enable businesses to digest the guidance and make any necessary changes, during which the CMA would:
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support businesses with their compliance efforts
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not yet prioritise enforcement action
The 3-month period concluded earlier this month, and the CMA has now completed a website review of more than 100 businesses. The review has focused on whether those businesses have:
- published policies on their websites prohibiting fake reviews
- outlined how they approach incentivised reviews (such as banning them or making it clear that they must be labelled and genuine)
The CMA found that more than half of the businesses (54 in total) could be failing to comply with the CMA’s guidance. Some companies appeared to have no policy in place banning fake reviews, nor could a policy be found setting out their approach to incentivised reviews. Others had policies in place, but they were unclear, incomplete or inaccessible.
The results have raised concerns over businesses’ understanding of their obligations around the prevention of fake and misleading reviews – and the CMA is stepping in to address this. It is writing to those 54 firms highlighting that businesses must have measures in place to prevent fake reviews from appearing on their sites, including clear and easily accessible policies. The CMA is advising them to review the fake reviews guidance to see if further changes to their current approach and policies are needed.
Any company that receives a letter is being asked to respond to the CMA explaining what changes, if any, they have made, or are making, to comply with the law.
Register for our webinar: complying with consumer law
On Thursday 4 September, the CMA is holding a webinar to help businesses who publish customer reviews understand what steps they should take to comply with legislative changes introduced in April 2025.
The webinar is open to all businesses who publish customer reviews – whether or not they received a letter following the CMA’s review – and their legal advisers. The webinar will set out what steps businesses should take to ensure they comply with the new legislation.
Register for the webinar: complying with consumer law if you publish online reviews