The Truth About Fake Google Reviews in the UK (and What the CMA Does About Them)
A UK guide to spotting, reporting and protecting your business from fake Google reviews — with the DMCC Act 2024 rules, the CMA's role and Google's reporting tools explained.
Fake reviews hurt honest businesses twice: fake negative reviews drag down your rating, and fake positive reviews on a competitor's profile mislead the customers you're competing for. In the UK they're also against the law. Since 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 has banned fake reviews, concealed incentivised reviews and misleading presentation of reviews, with the CMA able to fine businesses up to 10% of global turnover. Here's how to spot them and respond the right way. Our DMCC Act guide covers the rules in more detail.
How to Spot a Fake Review on Your Google Profile
No single sign proves a review is fake, but several together are worth investigating:
- A reviewer account that's brand new or has almost no other reviews
- Vague wording with no detail about what they bought, when, or who served them
- Several reviews arriving close together from different accounts after a quiet spell
- Phrasing that closely matches reviews on other businesses' profiles
- A visit you can't match to any booking, order or payment record
How to Report Fake Reviews
Report the review from your Business Profile: open your reviews, choose the three-dot menu on the review and select the option to report it.
Use Google's review management tool to check the status of your report and, if needed, appeal the decision.
Keep a record — screenshots, dates and any booking or till records showing the reviewer wasn't a customer.
If you believe a competitor is running a fake-review campaign, you can tell the CMA, which enforces the DMCC Act rules, and contact your local Trading Standards service.
Reply once, calmly and professionally, saying you can't find a record of their visit and inviting them to get in touch — readers will see you handled it well.
In 2025 the CMA secured undertakings from Google to sanction businesses and reviewers involved in fake reviews, including warning alerts on business profiles. The best protection is a profile full of genuine reviews — never buy reviews, offer incentives or ask staff to post. This is general information, not legal advice.
❓ Frequently asked questions
Are fake Google reviews illegal in the UK?
Yes. Under the DMCC Act 2024, fake reviews, concealed incentivised reviews and misleading presentation of reviews are banned practices from 6 April 2025, enforced by the CMA.
How long does Google take to remove a flagged fake review?
Google doesn't publish a fixed timescale. You can track your report and appeal through Google's review management tool.
Can I take legal action against a competitor posting fake negative reviews?
Possibly, but it depends on the facts. Keep detailed records and speak to a solicitor before taking action.
Will using NFC Google review cards trigger fake-review filters?
Cards simply help genuine customers reach your review page. A card that opens your review page, with no incentive or filtering, fits Google's policy.
What should I do if Google won't remove a fake review?
Appeal through Google's review management tool, reply calmly on the review, and keep your evidence. If you suspect an organised campaign, you can tell the CMA.
Can a competitor leave fake negative reviews about my business?
It can happen. Check your reviews regularly, report any that break Google's policy and reply calmly so readers see your side.
How long does Google take to remove a fake review?
Google doesn't publish a set timeframe, and not every reported review is removed. Use the reporting option in your Business Profile and follow Google's guidance if the review stays up.
Will I be penalized if someone posts a fake review about my business?
Being the target of a fake review isn't a policy breach by you. Buying, writing or arranging fake reviews is, and it can lead to reviews being removed and action against your profile.
Should I reply publicly to a suspicious review?
Yes, briefly and politely. For example: 'We can't find a record of this visit. Please contact us so we can look into it.'
Do fake positive reviews help?
They put your profile at risk. Google removes fake reviews it detects, and in several countries fake reviews are now illegal.
How can I show a review is fake?
Compare the reviewer's name, date and description with your booking or sales records, and keep screenshots. Include that context when you report it.
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