CMA letter to retailers that host customer reviews on their websites
Open letter to retailers that host customer reviews on their own websites on how to comply with consumer protection law.
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This letter was published prior to the unfair commercial practices provisions of the Digital Markets, Competition and Consumers Act 2024 (DMCC Act) coming into force on 6 April 2025. These provisions contain broadly similar prohibitions against unfair and misleading commercial practices as under the previous legislation, the Consumer Protection from Unfair Trading Regulations 2008 (CPRs).
More detail on the legislative differences between the DMCC Act and the CPRs is available in the technical note.
For further guidance, read Unfair commercial practices.
For more recent guidance on this topic, read Reviews and social media endorsements: what businesses and content creators must know.
The Competition and Markets Authority (CMA) has been investigating the use of online reviews and endorsements to ensure that they’re being used in accordance with consumer protection law.
We’ve recently concluded an investigation into concerns that a retailer with a review function on its website failed to comply with consumer protection law in the way it handled customer reviews.
This letter reminds retailers how and why their use of online reviews needs to ensure their customers get the full picture. It recommends they review and, where necessary, revise their practices.