Online reviews shape consumer trust. They guide buying decisions. But fake reviews can mislead customers and harm businesses. New UK fake review rules under the Digital Markets, Competition and Consumers Act 2024 (DMCCA) tackle this issue. These rules, effective from April 6, 2025, place big responsibilities on businesses that host third-party reviews. If your platform allows users to review other businesses or services, you need to act. This blog explains the risks, responsibilities, and steps to stay compliant.
What Are the New UK Fake Review Rules?
The DMCCA bans fake reviews. A fake review claims to reflect a genuine experience but doesn’t. It also prohibits hiding incentives, like payments or free products, for reviews. If your platform enables users to post reviews about third parties, you’re responsible for ensuring compliance. This applies not just to review sites, but also to say marketplaces or social media platforms hosting reviews or user feedback.
Key Definitions in the new Rules
- Fake Reviews: Reviews not based on real experiences.
- Concealed Incentivised Reviews: Reviews where incentives (like discounts) aren’t disclosed.
- Misleading Review Information: Aggregated ratings or star scores based on fake or manipulated reviews.
Risks for Businesses Hosting Third-Party Reviews
If you run a platform that hosts third-party reviews, the stakes are high. Non-compliance can lead to serious consequences. For example, the Competition and Markets Authority (CMA) has power to fine businesses up to 10% of their global turnover. That’s aside from the risks of reputational damages or legal action by misled customers. Foreign businesses aren’t exempt. If you serve UK consumers, these rules apply.
Your Responsibilities as a Platform Enabling Reviews
The DMCCA requires you to take “reasonable and proportionate” steps to prevent and remove fake reviews. What does this mean? You need systems to detect and address banned content. Here’s how to comply:
Set Clear Policies
- Create a public policy banning fake reviews.
- Explain how you handle incentivised reviews.
- Ensure policies cover all review formats, including star ratings.
Verify Reviews
- Use tools to confirm reviewers are genuine customers.
- Check IP addresses for suspicious patterns.
- Require purchase or account verification.
Monitor and Remove
- Regularly sweep for fake or misleading reviews.
- Remove banned content quickly.
- Use automated software to spot anomalies.
Empower Users
- Provide an easy way for users to report suspicious reviews.
- Act on reports promptly and transparently.
- Communicate actions, like marking reviews as “pending.”
Work with Third Parties
- If you use third-party services to manage reviews, ensure they follow the rules.
- You remain responsible, even if you outsource.
Train Your Team
- Educate staff on fake review laws.
- Update contracts and internal policies to reflect compliance.
Why Compliance Matters
By ensuring genuine reviews, you build trust and protect your users. Compliance also shields you from hefty fines and legal trouble. Here is the official guidance.
Need Legal Help with the New UK Fake Review Rules?
Navigating the fake review rules and guidance may feel complex. Our law firm is here to help your platform meet the new UK standards. Please contact Adam Taylor now for an initial chat.
