The UK bans fake reviews: earn them, don't buy them
Reviews decide where people eat, stay and shop. From this week, faking or hiding them is explicitly unlawful in the UK, and the regulator can fine businesses directly.
By the Xuru Technologies team · 7 April 2025
Key takeaways
- The consumer protection parts of the Digital Markets, Competition and Consumers Act 2024 came into force on 6 April 2025.
- Commissioning or publishing fake reviews, and misleadingly presenting reviews, are banned practices.
- The CMA can now impose fines of up to 10% of global turnover for consumer law breaches.
- Drip pricing — adding unavoidable fees late in the buying process — is also targeted.
Online reviews are worth real money, which is exactly why some businesses have been tempted to fake them. That temptation now carries serious risk in the UK.
What happened
As CMS and Hill Dickinson explain, the DMCC Act adds new banned practices to UK consumer law, including fake reviews and concealed incentivised reviews, and gives the Competition and Markets Authority direct enforcement powers.
What it means for businesses
- No buying, swapping or writing reviews for your own business, and no fake negative reviews of competitors.
- Don't cherry-pick misleadingly. Showing only five-star reviews in a way that misleads customers is risky.
- Incentives need care. Rewards for reviews must not be conditional on positive feedback and should be disclosed.
- Platforms must act too, so expect more review removals and verification.
What to do now
| Do | Don't |
|---|---|
| Ask every customer for an honest review after their visit | Ask only customers you think are happy, then present that as representative |
| Show a live feed or a fair selection of recent reviews | Edit or invent testimonials |
| Reply to negative reviews calmly and quickly | Offer rewards only for five-star reviews |
| Keep records of how reviews are collected | Use review-writing services |
See how to automate review requests without breaking the rules.
Frequently asked questions
Can I still use testimonials on my website?
Yes, if they are genuine, from real customers, not misleadingly edited and presented fairly.
Can I offer a discount for leaving a review?
Incentives must not depend on the review being positive and should be disclosed. Check current CMA guidance before running any incentive.
Does this apply to businesses outside the UK?
It applies to commercial practices affecting UK consumers, so overseas businesses selling to UK customers should follow it. This is not legal advice.
More genuine reviews, shown honestly.
We set up compliant review requests and display real reviews on your website where they help customers decide.
Websites, payments, digital marketing, AI automation, consultancy and practical technology training — for businesses and aspiring professionals worldwide.
Saturday – Sunday: closed
Leave a Reply