With the DMCC Act, the UK has joined the EU’s Omnibus Directive and the US FTC’s Final Rule in banning fake reviews. These legislations are focused on protecting consumers - adding much needed regulation to the reviews space.
Online traders and platforms should take reasonable and proportionate steps to prevent fake reviews from misleading consumers.
What this means for your reviews
Feefo’s verified model, moderation technology and robust compliance processes have been combating fake reviews since 2006 and we welcome the legislation, which upholds and validates our longstanding approach.
Well ahead of the latest UK legislation coming into force we proactively scoped changes to provide more transparent review labelling in our new display widgets as part of our ongoing redesign project, read more here https://business.feefo.com/product-updates/widgets
You can learn more about these design changes and how they affect you below.
How are Feefo affected?
We already:
- Apply fair and consistent content moderation standards to prevent questionable reviews from being published
- Have established fraud detection mechanisms and compliance processes in place to identify and remove fake reviews. In the case of multiple offences, Feefo have closed accounts.
- Automatically update total counts and aggregate ratings if reviews are removed
What’s changing
We have made cosmetic updates to the latest version of our display widgets to clearly highlight:
- Star ratings
- The number of reviews forming the aggregate rating
- The review source (including if content is incentivised)
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In time, these changes will apply to all display widgets, ensuring customers can continue to trust the feedback on your site.
As of July 2nd 2025 we will be updating the design of the latest on-page, slide-out and pop-up widgets to display clear labels that denote the source of the review. If you use these widgets and have already toggled on the new widget UI in the Feefo hub, you do not need to make any changes. If you have not, we recommend that you toggle on the new widget UI as soon as possible to have maximum compliance with new legislations around review source transparency.
This can be actioned in the Feefo hub under Marketing > Widget Gallery.
We continue to strengthen our products and processes to the highest standards to ensure continued compliance with legislation. We’re also working alongside the CMA to ensure adherence with the ruling and any future requirements.
Questions?
If you have any questions about compliance with the DMCC, FTC or EU Omnibus directives, or the forthcoming widget changes, please reach out to your customer success representative or contact support@feefo.com.
Additional Resources
For more information, you can review:
- Our guide to the new labels
- How to enable the new widgets
- Our more detailed blog on the DMCC (UK) changes
- CMA Unfair commercial practices guidance page
- Feefo’s Compliance procedures
We're committed to maintaining the highest standards of review authenticity and helping your business thrive in this evolving regulatory landscape.
