CMA Targets Five Companies Over Fake Reviews Across UK Platforms

The UK’s competition watchdog, the Competition and Markets Authority (CMA), has kicked off a new wave of investigations targeting how online reviews are created, handled, and displayed.

This time, five well-known companies—Autotrader, Feefo, Dignity, Just Eat, and Pasta Evangelists—are in the spotlight.

The move signals a more aggressive phase in the regulator’s mission to clean up online marketplaces, where star ratings and customer feedback often shape what people buy, book, or trust.

Why Online Reviews Matter More Than Ever

Let’s be honest—most people don’t make purchases blindly anymore.

Reviews have become a shortcut to decision-making.

Whether it’s choosing a restaurant, booking a service, or buying a car, ratings carry serious weight.

Studies show that nearly 9 out of 10 consumers rely on reviews before committing.

That influence translates into billions in spending.

But here’s the catch: if those reviews are manipulated, the entire system starts to fall apart.

Trust erodes quickly when people suspect they’re being misled.

What Exactly the CMA Is Looking Into

Each of the five companies is being examined for a different potential issue, all tied to how reviews are handled behind the scenes.

• Autotrader & Feefo: The CMA is questioning whether negative reviews—especially 1-star ratings—were filtered out or not displayed, possibly painting an overly positive picture.
• Dignity: There are concerns that staff may have been encouraged to post positive reviews, which could mislead customers seeking genuine experiences, particularly in sensitive services like cremations.
• Just Eat: Investigators are examining whether the platform’s rating system may have artificially boosted scores for some vendors.
• Pasta Evangelists: The issue here revolves around offering incentives, like discounts, in exchange for glowing reviews—without clearly telling customers those reviews were sponsored.

Importantly, these are still investigations.

No final judgment has been made yet.

A Bigger Legal Shift Is Driving This

This crackdown didn’t come out of nowhere.

In April 2025, the Digital Markets Competition and Consumers Act 2024 introduced stricter rules around fake reviews.

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Under the law, certain practices are now automatically illegal. These include:

• Posting fake reviews
• Paying for reviews without disclosure
• Hiding negative feedback
• Presenting misleading star ratings

The CMA now has stronger powers too—it can decide on violations and impose penalties without going through lengthy court processes.

The Growing Scale of the Problem

Fake reviews aren’t just a minor annoyance—they’re widespread.

Some estimates suggest that up to half of online reviews could be fake or unreliable.

At the same time, a huge majority of consumers say they’ve encountered suspicious reviews before.

That’s a serious issue when you consider how much money flows through online platforms.

In the UK alone, online retail spending tied to review usage runs into hundreds of billions of pounds.

How to Spot a Fake Review Before It Tricks You

While regulators do their part, consumers still need to stay sharp.

A few simple habits can go a long way:

• Actually read reviews, not just ratings: A 5-star score means little if the comments are vague or generic.
• Watch out for overly polished language: AI-generated or scripted reviews often sound too perfect or repetitive.
• Pay attention to mid-range reviews: 3- and 4-star ratings often feel more balanced and realistic.
• Cross-check platforms: If reviews differ wildly across sites, that’s a red flag.

Impact and Consequences

This investigation could have ripple effects across multiple industries.

If wrongdoing is proven, companies could face fines of up to 10% of their global turnover—a massive financial hit.

Beyond penalties, reputational damage could be even worse.

Businesses depend heavily on trust, and once that’s shaken, customers may not return easily.

For consumers, the outcome could mean more reliable information online, helping people make better decisions without second-guessing every review they read.

What Happens Next?

The CMA will continue digging into the evidence and working with the companies involved.

If it finds serious breaches, it may issue formal notices outlining the violations and required changes.

Some cases could end with companies agreeing to fix their practices.

Others might escalate into penalties or enforcement actions.

Updates are expected later in 2026, though timelines can vary depending on how complex each case becomes.

Summary

The CMA’s latest investigations highlight a growing effort to restore trust in online reviews.

By targeting multiple stages of the review process—from collection to display—the regulator is tackling the issue from all angles.

While no conclusions have been reached yet, the message is clear: manipulating reviews, hiding negatives, or misleading customers is no longer something businesses can get away with easily.

Bulleted Takeaways

• The CMA is investigating five major companies over potential fake or misleading reviews
• New UK laws now make several review-related practices automatically illegal
• Companies could face fines of up to 10% of global turnover if found guilty
• Fake reviews remain a widespread issue, affecting consumer trust globally
• Consumers should rely on a mix of review-reading strategies to avoid being misled
• The investigation outcomes could reshape how online ratings systems operate