It is not the first pledge to tackle fake reviews, a problem which artificial intelligence (AI) is exacerbating.
Amazon and Google have been under investigation by the CMA over fake reviews since June, 2021 – months after the consumer group Which? concluded Google was failing to do enough to combat fake reviews within its business listings.
The CMA has said its investigation into Amazon is ongoing.
Rocio Concha, the director of policy and advocacy at Which?, said: “Which? has repeatedly exposed fake reviews on Google, so the CMA securing these commitments from the tech giant is a step in the right direction.
“The changes should help prevent consumers from being misled by unscrupulous businesses and fake review brokers.
“However, the regulator must monitor the situation closely and be prepared to use new enforcement powers secured through the Digital Markets, Competition and Consumers Act to take strong action, including issuing heavy fines, if Google fails to make improvements.”
The influence of reviews real and fake is enormous – the CMA estimates £23bn of UK consumer spending every year is “potentially influenced” by online reviews.
Google told the BBC it has already started with its restrictions on businesses and reviews, and the CMA says Google will report to it over the next three years to ensure action is being taken.
After this period, Google will be able to change how it deals with fake reviews to reflect any new changes in technology.
Ms Cardell added: “This is a matter of fairness – for both business and consumers – and we encourage the entire sector to take note.”
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