The UK's antitrust regulator, the Competition and Markets Authority (CMA), has reached an agreement with Google to tackle the long-standing issue of fake online reviews. As part of the deal, Google has committed to implementing several measures to identify and remove fake reviews on its platforms, including Google and Google Maps.

The CMA launched an investigation into several online platforms, including Google and Amazon, in May 2020, citing concerns over the companies' efforts to eradicate fake or misleading reviews. While the investigation into Amazon is ongoing, the CMA has concluded its probe into Google, marking a significant step forward in the fight against fake reviews.

Under the agreement, Google will take "rigorous steps" to identify and remove fake reviews, including banning individuals behind those reviews from posting new reviews. Additionally, businesses will have "warnings" displayed on their Google profiles, alerting consumers to "suspicious activity," and the ability to leave new reviews on those profiles will be removed. These measures aim to restore trust in online reviews, which play a critical role in influencing consumer purchasing decisions.

According to CMA research, online reviews have a significant impact on businesses, with as much as $23 billion of online spending influenced by publicly posted feedback. As the dominant search engine in many markets, Google's cooperation is crucial in reducing the spread of fake reviews. The CMA has also targeted other online platforms, including Facebook and eBay, over similar issues in the past.

In the US, the Federal Trade Commission (FTC) has finalized a new rule prohibiting specific practices around fake reviews, with penalties of up to $51,744 per violation. The CMA's agreement with Google sets a similar precedent, demonstrating the growing regulatory pressure on tech companies to address the issue of fake reviews.

As part of the agreement, Google will report back to the CMA over a three-year period, providing progress updates on its efforts to combat fake reviews. A Google spokesperson emphasized the company's existing efforts to block millions of fake reviews annually, many of which are blocked before they're even published. The agreement marks a significant step forward in Google's ongoing efforts to fight fake content and bad actors.

The CMA's chief executive, Sarah Cardell, hailed the agreement as a major victory, stating that "left unchecked, fake reviews damage people's trust and leave businesses who do the right thing at a disadvantage." The agreement ensures that "robust processes are in place, so people can have confidence in reviews and make the best possible choices," Cardell added.

The implications of this agreement extend beyond the UK, as regulators around the world increasingly focus on combating fake reviews. As the digital landscape continues to evolve, the need for robust measures to protect consumers and promote fair competition will only grow more pressing.