Fake online reviews

The CMA has taken enforcement action against fake online reviews posted by a search engine optimisation company.


Date Action
4 March 2016 Outcome of CMA investigation published
8 December 2015 Case opened into fake positive reviews posted by a search engine optimisation and online marketing company
19 June 2015 Report on call for information into online reviews and endorsements published

Case closed

4 March 2016: The search engine optimisation and online marketing company Total SEO & Marketing Ltd (Total SEO), and its directors, have undertaken to the CMA that they:

  • have ceased the practice of writing fake reviews for their clients; and
  • will take steps to remove the fake reviews already posted online.

In addition, the CMA has written to Total SEO’s clients to warn them that third parties writing fake reviews on their behalf might lead to them breaking consumer protection law themselves.

The CMA has also produced a 60-second summary for businesses on how to comply with consumer protection law in relation to online reviews.

Published 8 December 2015
Last updated 4 March 2016 + show all updates
  1. Case closed: undertakings and 60-second summary published.
  2. First published.