The CMA has taken strong interim actions, including advisory letters, with widespread compliance improvements and clearer understanding of the rules.

If violations are found, the CMA can require changes to practices and impose fines up to 10% of a company’s global sales.

The CMA has not yet concluded that consumer law was breached and will continue engaging with the companies; remedies could include practice changes and penalties up to 10% of global turnover if infringements are found.

The Digital Markets, Competition and Consumers Act (which came into effect in 2024) already bans some unhealthy review practices as of April 2025, and it allows for remedies or fines up to 10% of global turnover if infringements are found.

The CMA’s umbrella probe now covers 14 businesses, though it has not determined whether any specific company breached UK consumer law.

The CMA has reviewed over 100 review publishers, sent advisory letters to 54 firms, and reports that about 90% made changes while 75% say they better understand the rules.

This is a developing story and further updates are expected.

The UK Competition and Markets Authority (CMA) has launched investigations into fake and misleading online reviews, including scrutiny of Just Eat and Autotrader, as part of a broader crackdown on review hype in online shopping.

CMA Chief Executive notes that genuine reviews are essential for consumer trust and informed choices, especially as household budgets tighten.

Pasta Evangelists is under scrutiny for allegedly offering customers discounts in exchange for five-star reviews, without disclosure.

Overall, the CMA notes that most firms improved compliance after the clampdown and that the review-publisher landscape is under tighter scrutiny.

Other firms under investigation in the probe include Feefo, Dignity, and Pasta Evangelists, all subject to consumer-law investigations.