United Kingdom: Competition and Markets Authority opened investigation into online consumer review practices over potential non-compliance with fake reviews guidance

On 24 July 2025, the Competition and Markets Authority (CMA) opened a consumer enforcement case in the communications sector to address compliance with online consumer reviews. The investigation follows the publication of new CMA guidance on fake reviews in April 2025, which introduced expectations for businesses to implement clear and accessible policies prohibiting fake reviews and to establish defined approaches to incentivised reviews, including requirements that such reviews be genuine and clearly labelled. A 3-month adjustment period was granted to allow businesses to update their compliance programmes, during which the CMA focused on supporting implementation and did not prioritise enforcement action. Upon the conclusion of this period in early July 2025, the CMA conducted a website review of over 100 businesses and found that 54 may be failing to comply with the guidance, due either to the absence of relevant policies or the presence of policies that were unclear, incomplete, or inaccessible. The CMA is writing to the identified businesses to require explanations of what measures they have implemented or are planning to implement to align with the guidance and ensure the prevention of fake and misleading reviews in compliance with the law.