The Competition and Markets Authority (CMA) has launched investigations into five businesses over concerns about fake and misleading online reviews, raising fresh questions about the reliability of ratings used by millions of consumers.
The companies under investigation are Autotrader, Feefo, Dignity, Just Eat and Pasta Evangelists.
Announced on 27 March 2026, the investigations focus on practices that may distort consumer choices, including:
- Autotrader and Feefo: Allegations that some negative reviews were excluded from publication and star-rating calculations.
- Dignity: Concerns that employees may have been encouraged to post favourable reviews of crematoria services.
- Just Eat: Questions over whether its rating system inflated scores for certain restaurants and grocery businesses.
- Pasta Evangelists: Concerns that customers may have received discounts for posting five-star reviews without adequate disclosure.
The CMA has stressed that no conclusions have been reached about whether any of the businesses have broken consumer law.
Tougher Rules, Heavier Penalties
Since April 2025, new provisions under the Digital Markets, Competition and Consumers Act 2024 have prohibited fake reviews and certain misleading practices involving online ratings.
Businesses found to have breached consumer protection law could face penalties of up to 10% of their global turnover.
CMA Chief Executive Sarah Cardell warned that fake reviews strike at the heart of consumer trust, particularly when households are under financial pressure.
What Consumers Should Know
Online reviews can be useful, but a five-star rating does not necessarily tell the whole story.
The Consumer Protection Bureau (CPB) advises consumers to read both positive and negative reviews, compare feedback across independent platforms and be cautious of repetitive, excessively enthusiastic or suspiciously similar comments.
CPB believes consumers must be able to trust that published reviews reflect genuine customer experiences, rather than a carefully selected or manipulated picture of a business.
The CMA's investigations highlight the importance of transparency and accountability in online marketplaces, where customer ratings can strongly influence purchasing decisions.
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