Fake reviews are costing UK businesses millions annually, with up to 35% of online reviews potentially fake. Adam Collins, CEO of Ignite SEO, shares his experience of a coordinated attack targeting his agency. The government has introduced new laws to combat fake reviews, urging businesses to stay vigilant, report suspicious activity, and maintain a proactive online reputation strategy.
Small businesses in the UK are facing a growing challenge with fake and spam reviews, which are causing significant harm to their operations. Research by the UK government has highlighted the scale of the issue, revealing that up to 30-35% of online reviews across major platforms could be fake. This surge in fraudulent reviews has prompted new legislation aimed at tackling the problem, as businesses and consumers alike face the repercussions of these misleading practices.
According to the Department for Business & Trade and the Competition and Markets Authority (CMA), fake reviews contribute to an estimated annual consumer harm of between £50 million and £312 million. With online reviews influencing £23 billion of UK consumer spending each year, the impact of fake reviews is substantial, affecting businesses’ reputations and financial well-being.
Adam Collins shares his experience with fake reviews
Adam Collins, CEO of Ignite SEO, has witnessed firsthand the damage fake reviews can cause. His agency recently became a target of a coordinated attack involving a string of one-star reviews posted in the middle of the night.
“We woke up to a string of one-star reviews posted in the middle of the night. A few hours later I even had a spammer messaging me directly on WhatsApp. It’s a coordinated attempt to shake trust and it shows just how far these scams go,” Collins explains.
“For small businesses, even a handful of fake reviews can damage rankings, scare off new clients, and create real financial loss.”
For small businesses like Adam’s, even a handful of fake reviews can significantly harm their online presence, affecting their search engine rankings, deterring potential clients, and leading to financial losses. The rapid spread of negative reviews can have a lasting impact on a business’s reputation, often outweighing any positive feedback.
The scale of the fake review problem
The UK government’s research has found that fake reviews are a common problem, with a significant portion of reviews across platforms being fabricated. In some cases, businesses are purchasing fake reviews to mask negative feedback or to artificially boost their ratings. This practice not only misleads consumers but also creates an uneven playing field for businesses that rely on honest customer feedback.
Fake reviews are not just confined to written posts; they can also include spammy messages that aim to mislead consumers about the quality or legitimacy of a business. These deceptive tactics can undermine the trust that customers place in online reviews, leaving businesses vulnerable to malicious attacks.
How to spot fake or spam reviews
Recognising fake reviews is crucial for businesses seeking to protect their online reputation. There are several telltale signs to look out for:
- Spikes in activity: A sudden increase in reviews, especially posted overnight or in quick succession, is a red flag.
- Generic language: Fake reviews often contain vague complaints like “terrible service” without offering any specific details.
- Reviewer profiles: Accounts with no history or only negative activity may indicate a fraudulent review.
- Suspicious timing: Bulk reviews posted outside of normal business hours can suggest inauthentic activity.
What businesses can do to protect themselves
In the face of increasing fake reviews, businesses need to take proactive steps to protect their online reputation:
- Respond professionally: Address any concerns factually and without emotion. This shows that your business values genuine feedback and is committed to resolving issues.
- Report and flag reviews: Platforms such as Google and Trustpilot have formal processes for removing fake or suspicious reviews. Be sure to utilise these tools to safeguard your reputation.
- Encourage genuine feedback: Regularly ask satisfied customers to leave honest reviews. This helps build a solid foundation of positive, authentic feedback.
- Keep evidence: Retaining client records and screenshots can help support removal requests or legal actions if necessary.
- Understand the law: Under the Digital Markets, Competition and Consumers Act 2024, businesses are prohibited from commissioning or hosting reviews. The CMA now has enforcement powers to take action against those engaging in fraudulent review practices.
The law takes action
The UK government is actively addressing the issue with new legislation aimed at reducing the prevalence of fake reviews. The Digital Markets, Competition and Consumers Act 2024 now prohibits businesses from commissioning or hosting reviews, with the CMA empowered to enforce these laws. This legal framework will help businesses fight back against online reputation manipulation, providing an essential tool for protecting their credibility in the digital space.
Adam Collins, CEO of Ignite SEO concludes:
“Fake reviews aren’t just an inconvenience, they’re an attack on your shop window. If someone vandalised your storefront, you’d clean it up quickly. Online reputations deserve the same care. The good news is the law is catching up, but SMEs need to stay alert and proactive.”
Himani Verma is a seasoned content writer and SEO expert, with experience in digital media. She has held various senior writing positions at enterprises like CloudTDMS (Synthetic Data Factory), Barrownz Group, and ATZA. Himani has also been Editorial Writer at Hindustan Time, a leading Indian English language news platform. She excels in content creation, proofreading, and editing, ensuring that every piece is polished and impactful. Her expertise in crafting SEO-friendly content for multiple verticals of businesses, including technology, healthcare, finance, sports, innovation, and more.
