'CMA takes enforcement action against fake online reviews' - be aware!

The Competition and Markets Authority’s (CMA) is warning the hospitality industry to check the services provided by its online marketing agencies after a CMA investigation found clients were unaware that fake positive reviews may have been posted on their behalf.

This follows an investigation, reported on their website, into Total SEO & Marketing Ltd (Total SEO), a search engine optimisation (SEO) and online marketing company, found that between 2014 and 2015 it had written over 800 fake positive reviews for 86 small businesses that were published across 26 different websites which contain customer reviews.

Total SEO has co-operated with the CMA’s consumer law investigation. The company, and its directors, have undertaken to the CMA that they:

• have ceased the practice of writing fake reviews for their clients; and
• will take steps to remove the fake reviews already posted online.

In addition to this action, the CMA has written to Total SEO’s clients to warn them that third parties writing fake reviews on their behalf might lead to them breaking the law themselves. The small businesses concerned include car dealers, mechanics, landscape gardeners and other tradespeople.

The CMA has also produced a written brief explanation for businesses summarising how to comply with consumer protection law in relation to online reviews. In particular: PR, marketing and SEO companies should not write or arrange fake reviews on behalf of their clients; and businesses should not commission third parties to write fake reviews about them.

The explanation can be found here: 'Online reviews and endorsements: advice for businesses'

Source: https://www.gov.uk/government/news/cma-takes-enforcement-action-against-fake-online-reviews