Google has agreed to take firmer action against British businesses that use fake reviews to boost their star ratings on its reviews platform, following an agreement with the UK's Competition and Markets Authority (CMA). The search giant will improve its processes for detecting and removing fake reviews, and will take action against the businesses and reviewers that post them.

The CMA announced on Friday that Google will deactivate the ability to add new reviews for businesses found to be using fake reviews, and will delete all existing reviews for at least six months if they repeatedly engage in suspicious review activity. Additionally, Google will place prominent "warning alerts" on the Google profiles of businesses using fake reviews to help consumers be more aware of potentially misleading feedback.

Individuals who repeatedly post fake or misleading reviews on UK business pages will also be banned and have their review history deleted, even if they're located in another country. This move is aimed at ensuring that consumers can trust the reviews they read online and make informed decisions about which businesses to support.

The agreement between Google and the CMA is the result of a 2021 investigation launched against Google and Amazon over concerns that the companies had violated consumer protection laws by not doing enough to tackle fake reviews on their platforms. While Google has made similar changes to reviews in Maps last year, this agreement specifically applies to the UK and marks a significant step forward in the fight against fake reviews.

Google is required to report to the CMA over the next three years to ensure it's complying with the agreement. The CMA's chief executive, Sarah Cardell, said in a statement that "the changes we've secured from Google ensure robust processes are in place, so people can have confidence in reviews and make the best possible choices." Cardell added that "this is a matter of fairness – for both business and consumers – and we encourage the entire sector to take note."

The CMA's investigation into Amazon is still ongoing, and an update is expected to be announced "in due course." The move by Google sets a precedent for other tech companies to follow, and could have significant implications for the way businesses interact with online review platforms.

The crackdown on fake reviews is a welcome development for consumers, who have long been wary of misleading or manipulated reviews online. By taking action against fake reviews, Google is helping to rebuild trust in online reviews and ensure that consumers have access to accurate and reliable information when making purchasing decisions.

The agreement also highlights the importance of regulatory bodies like the CMA in holding tech companies accountable for their actions. As the digital landscape continues to evolve, it's clear that collaboration between tech companies, regulatory bodies, and consumers will be crucial in creating a fair and transparent online environment.