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CMA launches investigation into misleading consumer feedback
The UK's Competition and Markets Authority (CMA) has opened a formal probe into five companies suspected of manipulating online reviews, potentially breaching consumer protection laws.
Companies under scrutiny
The investigation targets food delivery platform Just Eat, automotive marketplace Autotrader, funeral provider Dignity, review site Feefo, and fresh pasta retailer Pasta Evangelists. All five have confirmed they are cooperating with the CMA's inquiry.
Focus of the probe
Authorities will examine how each business collects, oversees, and displays customer reviews. The CMA aims to determine whether these practices mislead consumers or violate legal standards.
CMA Chief Executive Sarah Cardell emphasized the stakes: "Fake reviews erode trust at a time when households are already stretched financially. Shoppers deserve authentic information, not ratings engineered to steer them toward poor decisions."
Company responses
Just Eat stated it is collaborating with the CMA to ensure its review system remains "clear, transparent, and user-friendly." Feefo said it is in discussions to showcase its "fair, robust, and structured moderation processes."
Autotrader pledged full cooperation, while Pasta Evangelists affirmed its commitment to compliance with consumer laws. Dignity described the CMA's concerns as "extremely serious."
Broader context
The CMA has not yet determined whether any laws were broken. However, since April 2025, the regulator has had the authority to impose fines directly for consumer law violations, bypassing court proceedings.
Research by TruthEngine in 2025 estimated that roughly half of all online reviews are fabricated. Beyond e-commerce, small businesses have also faced extortion schemes involving fake negative reviews. In 2024, a UK restaurant chain reported being blackmailed by criminals demanding payment to prevent a flood of one-star ratings.
Calls for stronger enforcement
Consumer advocacy group Which? welcomed the investigation but stressed the need for decisive action. Sue Davies, head of consumer rights policy, stated: "While probes are a positive step, the CMA must be ready to enforce penalties and levy significant fines if companies fail to comply."
Critics have previously accused the CMA of leniency toward major tech firms. Former CMA mergers director Tom Smith noted that Amazon and Google avoided formal sanctions after agreeing to voluntary changes in January 2025 to address similar concerns.
Consumer guidance
The CMA has published tips to help shoppers identify fake reviews, though specific recommendations were not detailed in the latest announcement.
