Online reviews have long been one of the main ways consumers decide who to trust.
But recent investigations by ITV Tonight, have raised serious concerns about how reliable many reviews really are.
The programme highlighted how easily reviews can be manipulated — from paid-for 5-star ratings to incentives offered in exchange for positive feedback. In some cases, reviews were not written by genuine paying customers at all.
The scale of the issue is significant. Research suggests that fake reviews cause £312 million of consumer harm each year in the UK, misleading people into making decisions based on false trust.
The legal position in the UK
As of 2025, the law is clear.
Under the Digital Markets, Competition and Consumers Act 2024, it is explicitly illegal to:
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Submit fake reviews
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Pay for or commission reviews
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Offer incentives for reviews without clearly declaring them
Review platforms are also required to take active steps to identify and remove fake reviews. The Competition and Markets Authority has the power to impose fines and enforcement action where breaches occur.
This legislation exists for a simple reason: misleading reviews distort consumer choice and undermine trust.
How to read reviews more carefully
ITV and consumer organisations advise taking a more critical approach:
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Be cautious of near-perfect scores such as 4.9 or 5.0
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Look for patterns, not volume
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Sudden spikes in reviews can be a red flag
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Similar wording across multiple reviews may indicate manipulation
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Read mid-range reviews for balanced insight
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Pay attention to consistency over time
Trustworthy businesses don’t need manufactured praise. Their reputations are built steadily through real experiences and transparent behaviour.
Trust is built slowly, not manufactured.
This is one of the reasons we’re members of the Ethical Agent Network.
The EAN exists to raise standards in an industry where trust matters, setting clear expectations around transparency, accountability and ethical behaviour. In a market where reviews can be manipulated, independent standards — and consistent conduct over time — matter more than ever.
