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The UK has an antitrust regulator agreed with Google to counter the scourge of fake online reviews. The Internet giant has found several remedies.
Fake endorsements they were upset internet since the creation of user reviews, so regulators around the world they raised the ante tech companies should take measures to prevent such practices.
The UK’s Competition and Markets Authority (CMA) launched an investigation into several online platforms in May 2020. Proceedings have been launched against Google and Amazon next year. The CMA has raised concerns about whether companies are doing enough to stamp out fake or misleading reviews.
Nearly five years have passed and the CMA has finally concluded the Google side of the investigation, while the Amazon investigation is still ongoing.
As part of the settlement, the CMA says Google is taking “serious steps” to identify and remove fake reviews on Google and Google Maps. This includes removing any identified fake reviews and banning the people behind those reviews from posting new reviews. Businesses will also be flagged with “warnings” on their Google profiles, warning consumers that it has detected “suspicious activity”, while also removing the ability to leave new reviews on that profile.
And Google Based on AI and machine learning it also relies on good reviews from old people to identify some fake reviews. So the CMA says Google has agreed to introduce a new system to make it easier for consumers to report “reviews” – which will also include situations where an incentive is offered to post a positive review.
Under review
The impact of online reviews on business is difficult to estimate CMA indicates research Nearly $23 billion in online spending is influenced by publicly posted reviews from previous customers. As the preeminent search engine in many markets, Google will always be a central figure in any effort to reduce the spread of fake reviews, while Amazon is one of the world’s most obvious targets. the largest markets.
Sarah Cardell, chief executive of the CMA, said: “Unverified, fake reviews undermine people’s trust and put businesses that are doing the right thing at a disadvantage.” “The changes we’ve secured from Google ensure that sound processes are in place so people can trust reviews and make the best possible choices. They also help create a level playing field for companies that trade fairly.”
The CMA has targeted other online platforms in the past for issues related to fake reviews. Including Facebook and eBay. In the US, recently the Federal Trade Commission (FTC). concluded the new rule prohibits special practices around fake reviews with fines of up to $51,744 per violation.
As part of the settlement, the CMA said Google will report to it for three years to provide progress updates.
A Google spokesperson said it blocks millions of fake reviews every year, many of them before they’re even published. “Our work with regulators around the world, including the CMA, is part of our ongoing efforts to fight fake content and bad actors,” the spokesperson said.
