The UK’s antitrust watchdog has secured Google’s commitment to wage war against dishonest online evaluations. Tackling fake reviews has been a long-standing issue, prompting global regulators to demand tech corporations to implement strong control mechanisms.
Having launched an investigation into various online platforms in May 2020, the Competition and Markets Authority (CMA) expressed serious concern about Google’s efforts to eliminate spurious reviews. The CMA has now settled its case with Google, while the Amazon probe continues.
As a result of this agreement, Google will take strong measures to identify and remove counterfeit reviews from its platforms, including Google Maps. Techniques involve axing recognized fictitious reviews, banning the users responsible, and alerting businesses and consumers about any suspicious activities identified.
Google also agreed to provide a simpler system for users to report troubling reviews, embracing both AI and manual inputs from consumers.
Online Review Impact
The influence of online reviews on businesses is massive. CMA studies reveal that roughly $23 billion of online purchases are guided by customer reviews. Google’s role in combating fake reviews is crucial due to its prominence in the search engine market. Similarly, Amazon’s stature as a global marketplace makes it an obvious enforcement target.
The CMA’s chief executive, Sarah Cardell, emphasized that unchecked, counterfeit reviews harm public confidence and put ethical businesses at a disadvantage. She believes the arrangements made with Google will build public trust and ensure fair competition among businesses.
The CMA has confronted other online platforms, including Facebook and eBay, over concerns related to counterfeit reviews. In the US, the Federal Trade Commission recently established a new rule prohibiting specific practices around fake reviews, penalizing $51,744 per infringement.
Google is required to give progress reports to the CMA over the next three years. The tech giant claims that it already blocks numerous fake assessments every year, including those that attempt to influence the system.
Original source: Read the full article on TechCrunch
