The Competition and Markets Authority (CMA) have recently launched an investigation into a number of companies after reports they have not disclosed payments made for endorsements.
The watchdog has felt it necessary to launch the inquiry after accusations were made that certain companies were paying people to post fake online reviews whilst not publishing negative reviews that had been received.
The CMA have stated that they are ‘’committed to ensuring consumers trust’’ in review websites as they are a vital information tool, more than half of UK adults will check online reviews before making a purchase.
Business owners are also calling for more stringent monitoring of the online review system, not only for consumers but also to protect businesses that are at risk of malicious or misleading reviews. Currently review sites are not policed effectively but the CMA has made recommendations that all review sites have appropriate fraud detection measures put in place and procedures for detecting and removing malicious reviews.
