CMA's Fake Review Sweep: 54 Businesses Got Warning Letters — 90% Made Changes
What happened
The Competition and Markets Authority (CMA) has published results from its first major compliance sweep on fake and misleading reviews. After reviewing the websites of over 100 businesses, the CMA sent advisory letters to 54 firms it found were not meeting the requirements of the Digital Markets, Competition and Consumers Act 2024 (DMCC Act).
The main issue? Most of the 54 businesses didn't have a published consumer review policy on their website — something that's now required by law. The good news: 90% of the businesses that received letters made changes in response, and 75% said they now better understand the rules.
The sweep preceded the CMA's five formal investigations into Autotrader, Feefo, Just Eat, Dignity, and Pasta Evangelists — the first enforcement actions under the new DMCC Act powers. Outcomes from those investigations are expected by September 2026.
Under the DMCC Act, the CMA can now fine businesses up to 10% of global turnover for fake or misleading review practices. TapReview is a £9/month tool that helps UK tradespeople get more Google reviews by sending automated review requests via WhatsApp and SMS after every job — all fully compliant with both Google's policies and the DMCC Act.
What this means for tradespeople
You might think a sweep targeting Autotrader and Just Eat has nothing to do with a plumber in Manchester. But here's the thing: the DMCC Act applies to every business, regardless of size. Buying fake reviews, incentivising reviews with discounts, or review gating (only asking happy customers to leave reviews) are all now illegal — and the CMA is actively looking.
The 54-letter sweep shows the CMA isn't just going after household names. They reviewed over 100 businesses across multiple sectors, and more than half were found wanting. If your review collection practices involve anything that could be seen as manipulative, now is the time to check.
The practical impact for tradespeople is straightforward: collect reviews honestly, don't offer incentives, and make sure you're asking every customer — not just the ones you know will leave five stars.
What to do about it
Check that your review practices are compliant. Don't offer discounts, gifts, or loyalty points in exchange for reviews. Don't use review gating. And don't buy reviews — the CMA is watching and Google's own enforcement is catching up too.
Source: CMA Blog — Direct Consumer Enforcement: One Year On