Online reviews have empowered consumers by giving them meaningful insight into a product or service before purchase. But when in the wrong hands, they can become one of the most exploited tools in digital commerce. With up to 30% of reviews now fake on open review platforms, there is a real risk that consumers will stop trusting reviews altogether.
The consequences are frustrating for shoppers and businesses alike. They cost consumers billions, distort fair competition, and undermine confidence in brands that have done nothing wrong.
The Scale of the Problem
The UK’s Competition and Markets Authority (CMA) estimates that £23 billion in consumer spending is influenced by reviews every year. Even a single star’s difference in rating can shift revenue by 5–9%. When that influence is manipulated, the damage is severe.
Examples of review fraud illustrate the stakes. During COVID, a fake “top-rated” thermometer left patients dangerously misinformed. A Which? study uncovered 15 “best” hotels whose positive TripAdvisor reviews were almost entirely fraudulent. And pranksters famously pushed a non-existent London restaurant, “The Shed”, to the platform’s #1 ranking.
Stories like these aren’t just publicity stunts – they show consumers being misled. If a shopper books “the best hotel in New York” or buys the “highest-rated” gadget based on phony praise, they’re likely to feel betrayed.
As the CMA bluntly noted, “Fake and misleading reviews are not just unfair, they’re unlawful. They cheat consumers, and they undercut the vast majority of businesses who want to do the right thing.”
Fake reviews are eroding consumer trust
This manipulation is destroying the very trust reviews were meant to create. Surveys show 80% of consumers encountered a fake review in the past year, and 67% believe it’s a serious problem.
Sarah Cardell, Chief Executive of the CMA, warned: “Consumers should be able to trust the reviews they read. Fake reviews not only waste money, they damage confidence in honest businesses and distort markets.”
The DMCC Act: a turning point in the battle against fake reviews
In April 2025, the UK’s Digital Markets, Competition and Consumers Act (DMCC) fully came into force. For the first time, fake reviews are explicitly banned as an “unfair commercial practice.”
Ministers described it as the end of impunity for “outrageous fake reviews,” with Kevin Hollinrake MP, Minister for Enterprise, Markets and Small Business, stating: “People deserve to know the feedback they read is genuine. The DMCC Act makes clear that fake reviews are banned once and for all.”
The CMA wasted no time: as the grace period ended in July 2025, it reviewed 100 sites and found 54 in breach. Companies are now legally responsible for the authenticity of reviews on their platforms — whether posted directly or through third parties.
And this is not just a UK action. With the DMCC Act, the UK has joined the EU’s Omnibus Directive and the US Federal Trade Commission (FTC)’s Final rule in banning fake reviews.
Why purchaser-verified reviews are the only way forward
In this environment, verifying that a review comes from a genuine purchaser or user is no longer optional. Verified reviews are the only reliable standard. Few consumers can spot a fake on their own – just 8% say they feel confident doing so – which makes independent verification essential.
Platforms like Feefo provide that safeguard:
- Only verified purchasers are invited to review.
- Submissions are moderated for authenticity.
- Every review creates an auditable trail.
Consumer champion, Which?, has been clear: platforms should “require reviews to be linked to verified purchases” as a core safety measure. Feefo has long implemented this, offering brands and consumers a fraud-proof way of building trust.
Purchaser-verified reviews = better business outcomes
Authentic reviews don’t just keep brands compliant; they create a strategic advantage. Genuine feedback highlights real strengths and weaknesses, helping businesses improve products and services. They also reduce buyer remorse and costly return rates – and with customer reviews surfacing in GEO, sending shoppers to the ‘top’ results – the veracity of this feedback becomes even more important.
As Sarah Cardell emphasises, “Cracking down on fake reviews will reward the vast majority of businesses who want to do the right thing for their customers.”
In other words, integrity is now a competitive differentiator. Using trusted signals of authenticity, such as Feefo-verified badge next to your reviews, signals honesty in an environment where consumers are increasingly sceptical.
What are the data privacy considerations when collecting and storing customer feedback?
Collecting customer reviews means processing personal data – which brings GDPR obligations into play from the moment you send a review invitation. Here are the key areas to get right.
Lawful basis
You need a lawful basis to contact a customer for a review request. Most businesses rely on legitimate interest, but this requires a balancing test to confirm the request doesn't override the customer's rights or reasonable expectations.
Data minimisation
Collect only what's needed to send the invitation and publish the review. Retaining excessive customer data alongside review records creates unnecessary compliance risk.
Retention
Define and document how long you hold customer data gathered through review activity. Data shouldn't be kept beyond the purpose for which it was collected.
Third-party processors
If a review platform collects and stores feedback on your behalf, it acts as a data processor. You'll need a data processing agreement in place, and should satisfy yourself that the platform stores data securely and within appropriate jurisdictions.
Consent for publication
If a reviewer's name appears alongside their feedback, they should have understood this at the point of submission.
Feefo operates as a data processor for its clients, with GDPR-compliant data handling, documented retention policies, and data processing agreements as standard. For businesses in regulated sectors, these are important due diligence questions to raise with any review platform before signing up.
Can I use customer reviews in paid advertising?
Yes, but with conditions. Under the DMCC Act, any reviews used in advertising must be genuine and verifiable. Using a fabricated or cherry-picked testimonial in a paid ad is likely to constitute a misleading commercial practice. For financial services firms, reviews used in digital advertising may also fall within the financial promotions regime and require appropriate approval before publication.
Final thought: trust is earned
Fake reviews have distorted the online marketplace for too long. With the DMCC Act now in force, businesses face a choice: risk fines and reputational damage or embrace verified reviews as the foundation of consumer trust.
The brands that succeed will be those that prove their transparency, not those that chase inflated ratings. Verified reviews mean real voices, real feedback, and real trust — the kind that can’t be faked.
Trust isn’t assumed. It’s verified.
Looking for a Trustpilot alternative that guarantees authenticity? Read more about how Feefo’s verified feedback could help you, or have a quick consultation with a review expert.
