Users who repeatedly submit fake or misleading reviews will face deletion of their reviews and bans from posting new ones, regardless of their location.

Starting in April 2025, the CMA will gain enhanced powers to independently determine breaches of consumer law, allowing it to impose fines up to 10% of a company's global turnover.

CMA Chief Executive Sarah Cardell stated that these changes aim to bolster consumer trust in online reviews and promote fair competition among businesses.

Google is required to report to the CMA over a three-year period to demonstrate compliance with the agreed changes, which include implementing restrictions on businesses and reviews.

Research indicates that online reviews significantly influence approximately $23 billion in UK consumer spending, with 89% of consumers relying on them.

To combat fake reviews, Google is enhancing consumer tools for reporting suspicious reviews, including those incentivized by payments.

Fake reviews remain a widespread issue, often exchanged in private social media groups where brokers trade them for compensation from businesses.

Google plans to improve its methods for detecting and removing fake reviews and will suspend accounts that publish them.

In response to a Competition and Markets Authority (CMA) investigation, Google has pledged to penalize UK businesses that post fake reviews on its platform.

Businesses attempting to manipulate their star ratings will receive warning alerts on their Google profiles, and persistent offenders may have their reviews removed.

The CMA has ramped up its scrutiny of major tech companies, launching two new investigations focused on Google's search services and the mobile ecosystems of both Apple and Google.

With Google holding a dominant 90% share of the UK search market, the CMA's actions are poised to have significant implications for the industry.