Five Household Brands Face CMA Probe Over Fake Online Reviews
The Competition and Markets Authority (CMA) has launched an investigation into five prominent household brands for the potential use of misleading or fake online reviews. The companies under scrutiny include Autotrader, Just Eat, Feefo, Dignity, and Pasta Evangelists, as part of a broader crackdown on digital transparency and consumer protection.
Examining Potential Breaches of Consumer Law
Officials are examining whether these firms have breached consumer protection laws by manipulating the information that shoppers rely on. Research from Which? reveals that 89% of people use reviews when researching a product or service, making it essential that this information is genuine and transparent. The watchdog is currently investigating several specific practices, such as hiding negative feedback and the use of incentivised ratings.
These enquiries mark a significant escalation in the regulator's efforts to ensure that star ratings remain authentic and trustworthy, reflecting a growing concern over digital market integrity.
Specific Allegations Against Each Company
The probe into Autotrader and Feefo focuses on whether numerous one-star reviews were moderated and subsequently removed from public view. Investigators are also looking into claims that Dignity staff were encouraged to write positive testimonials for the company's crematoria services.
Just Eat faces questions over whether certain restaurant ratings were artificially increased on its platform. Meanwhile, Pasta Evangelists is being checked for allegedly offering discounts to customers in exchange for submitting five-star reviews on delivery apps, as reported by Neil Shaw on Bristol Live.
New Legal Framework and Enforcement Powers
Under the Digital Markets, Competition and Consumers Act 2024, several practices involving online reviews became strictly illegal in April 2025. This legislation allows the CMA to determine if laws have been broken and issue fines without going through the court system, streamlining enforcement actions.
Should the CMA uncover a breach of the law, it holds the authority to compel businesses to overhaul their practices and levy fines of up to 10% of global turnover, underscoring the serious consequences for non-compliance.
CMA's Tips for Spotting Fake Reviews
Not all fake or misleading reviews are easy to spot at first glance. The CMA has provided tips to help consumers identify warning signs before making decisions:
- Read the reviews: Shoppers often get taken in by five-star ratings without reading the content. Look for reviews that sound dubious, overly vague, or unrelated to the item.
- Be alert to AI-generated reviews: Advances in artificial intelligence mean fake reviews can sound fluent and convincing. If a review feels too slick or uses similar wording to others, it may not reflect a real customer's experience.
- Take a look at the other ratings: Three or four-star reviews are less likely to be fake and can provide useful insights, such as minor gripes that might not matter to you.
- Check out multiple sites: Looking across several platforms helps spot patterns and ensures a consistent picture of customer feedback.
Statements from CMA Leadership
Sarah Cardell, chief executive of the CMA, said: "Fake reviews strike at the heart of consumer trust – with many of us worrying about misleading content when looking at reviews online. With household budgets under pressure, people need to know they're getting genuine information – not reviews or star-ratings that have been manipulated to push them towards the wrong choice."
She added: "We've given businesses the time to get things right. Now we're deploying our new powers to tackle some of the most harmful practices head-on."
Ongoing Investigation and Next Steps
The regulator has confirmed that no final conclusions have been reached regarding whether any of the five companies have officially violated the law. The CMA will continue to liaise with the companies under scrutiny to address its concerns thoroughly.
This investigation highlights the increasing importance of transparency in digital markets, as consumers rely more on online reviews for purchasing decisions. The outcome could set a precedent for future enforcement actions under the new consumer protection framework.
