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With the Digital Markets, Competition and Consumer Bill soon to be published, companies could face huge fines if they fail to tackle fake reviews on their sites. And, says Which?, its latest investigation has uncovered more than a dozen groups trading fake glowing reviews for Amazon, Google and Trustpilot in exchange for free products or payment. These groups shared more than 62,000 members between them.
"Despite previous interventions by the regulator, our latest findings suggest an industry dedicated to fake review trading continues to thrive on Facebook, leaving consumers exposed to misleading information on some of the world's biggest review and shopping platforms," says Rocio Concha, Which? director of policy and advocacy.
And Which? calls out Facebook for inadequate warnings - while a search for 'AMZ reviews' now comes with a warning that the term is associated with fraudulent behavior, a search for 'Amazon reviews' does not.
"Last year alone, we submitted 76 takedown requests to social media platforms - including Meta - to ask for the removal of groups, pages and accounts associated with review selling and other attempts to abuse our platform," Trustpilot says in a statement.
"The apparent ease with which unscrupulous businesses and individuals continue to operate these groups show why it is crucial that the legislation is not watered down and includes strong incentives for platforms to be proactive about cracking down on this activity," says Which?.
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