British CMA starts probe against Amazon and Google fake reviews issue

14:08, 25 June 2021
British CMA starts probe against Amazon and Google fake reviews issue Photo: Holger Hollemann/dpa/Global Look Press

The British Competition and Markets Authorities (CMA), has launched a formal probe into Amazon and Google regarding their insufficient measures against fake reviews.

“We are investigating concerns that Amazon and Google have not been doing enough to prevent or remove fake reviews to protect customers and honest businesses,” Andrea Coscelli, chief executive of the CMA stated.

Andrea Coscelli notes that both tech giants are responsible for the reviews and the CMA stands ready to take actions if the company will find out that Google and Amazon don’t do enough for preventing fake reviews.

Such reviews mislead the consumers and also harm e-commerce. Amazon is a great target for brands that are looking for the promotion of their goods with online fakes and favorable write-ups. 

There are a bunch of websites that sell their “services” of fake reviews. Recently, the fake reviews of the products, which were “placed” on Amazon, have been sold in bulk. Last month, Amazon called on social media for help to root out the counterfeits.

Amazon and Google are not the only companies that are suffering from dishonest reviews. As an example here, in April 2021, Facebook had removed plenty of groups that were dealing in misleading reviews. It triggered Facebook to have improved its fake-identifying systems. FB is also concerned with the prevention of fake reviews appearing on its platform. Ebay has also removed several groups and accounts that were directly connected with dishonest actions. 

Back to Amazon and Google issues, on Friday, the CMA said that the company was going to determine whether Google and Amazon had done enough to detect and remove such reviews. The probe might also show whether companies penalized reviewers or firms who do fake reviews.

“We devote significant resources to preventing fake or incentivized reviews from appearing in our store,” – Amazon spokesperson told CNBC.

“We work hard to ensure that reviews accurately reflect the experience that customers have had with a product,” he added.