UK Authorities Investigate Fake Reviews on Amazon and Google



Dealing With Fake and Misleading Reviews


The UK’s antitrust regulator is investigating Amazon (AMZN) and Google (GOOGL) regarding claims that the tech giants do not do enough to deal with fake and misleading reviews on their sites. This adds a new dimension to recent scrutiny of large tech companies.

Inauthentic reviews have been an issue for tech companies for years. Sellers on ecommerce platforms manipulate reviews in a variety of ways. Some go so far as to compensate buyers for giving products positive reviews. This is against the companies’ policies, but they have had difficulty cracking down on these practices.

The Ecommerce Boom Increases Dependence on Reviews


During the pandemic, consumers became very dependent on ecommerce site reviews. Because they were homebound and could not examine physical products in stores, reading reviews became an essential part of buying decisions for many people. Analysts expect that many consumers will keep up their online shopping habits formed during the pandemic, meaning that trustworthy reviews will continue to be important for people’s daily lives.

Google and Amazon’s review policies have come under scrutiny before. US regulators investigated Amazon’s efforts to remove fake reviews in 2019. Additionally, the UK’s Competition and Markets Authority opened an initial investigation of the problem in 2020. The ecommerce boom has increased the stakes for these investigations.

Amazon and Google Respond


The tech giants have responded, saying they are taking action to remove reviews which do not accurately reflect customer experiences. Amazon told regulators that last year it caught over 200 million fake reviews before customers saw them. It is also cracking down on social media groups where fake reviews circulate. Google has also shared that it has programs in place to remove untruthful reviews.

As tech giants gained prominence during the pandemic, they also attracted more regulatory scrutiny. The digital commerce industry will be watching closely to see how discussions between UK regulators and Google and Amazon unfold.

Things are changing daily within the financial world. Sign up for the SoFi Daily Newsletter to get the latest news updates in your inbox every weekday.

Sign up


Please understand that this information provided is general in nature and shouldn’t be construed as a recommendation or solicitation of any products offered by SoFi’s affiliates and subsidiaries. In addition, this information is by no means meant to provide investment or financial advice, nor is it intended to serve as the basis for any investment decision or recommendation to buy or sell any asset. Keep in mind that investing involves risk, and past performance of an asset never guarantees future results or returns. It’s important for investors to consider their specific financial needs, goals, and risk profile before making an investment decision.
The information and analysis provided through hyperlinks to third party websites, while believed to be accurate, cannot be guaranteed by SoFi. These links are provided for informational purposes and should not be viewed as an endorsement. No brands or products mentioned are affiliated with SoFi, nor do they endorse or sponsor this content.
Communication of SoFi Wealth LLC an SEC Registered Investment Adviser
SoFi isn’t recommending and is not affiliated with the brands or companies displayed. Brands displayed neither endorse or sponsor this article. Third party trademarks and service marks referenced are property of their respective owners.
SOSS21062802


All your finances.
All in one app.

SoFi QR code, Download now, scan this with your phone’s camera

All your finances.
All in one app.

App Store rating

SoFi iOS App, Download on the App Store SoFi Android App, Get it on Google Play

ABOUT Meg Richardson Meg Richardson is a writer specializing in markets, technology, and personal finance. She loves breaking down seemingly complex ideas and making them readable and interesting for everyone. She holds an MFA in writing from Columbia University. When she is not writing about finance, she enjoys running in Central Park and drawing cartoons.


TLS 1.2 Encrypted
Equal Housing Lender