The Hidden Dangers of Fake Reviews: Legal Risks UK Businesses Can’t Ignore

Online reviews have become the digital word-of-mouth, shaping the reputations of businesses and guiding the choices of millions of shoppers in the UK. If you’re running an online business, you’re probably already aware that over 90% of customers check reviews before making a purchase. It’s no surprise that reviews can make or break your business-so the temptation to “manage” your ratings is understandable. But what if you thought you could boost your ratings by posting or buying fake reviews?

While it might seem like a quick win, faking reviews carries serious risks-especially legal ones that can land your business in hot water. In this article, we’ll break down what counts as a fake review, why some businesses fall into the trap, the laws you need to be wary of, and what the real consequences could be for your reputation and your bottom line.

Let’s dig into what every UK entrepreneur needs to know about the legal pitfalls of fake reviews-plus how to keep your business on the right side of the law.

What Is a Fake Online Review?

Firstly, let’s be clear on what we’re talking about. A fake online review is any review that doesn’t reflect a genuine customer experience. This includes:

• Paying people to post glowing reviews about your products or services, even if they haven’t used them
• Writing your own reviews or getting staff to post positive feedback using fake accounts
• Incentivising customers to leave positive reviews in exchange for discounts or freebies, without disclosing the inducement
• Deleting or suppressing legitimate negative feedback to present a misleadingly positive picture
• Commissioning third parties or “fake reviewer” agencies to flood your listings with 5-star reviews

These practices are all forms of "review fraud" and carry risks far beyond simply annoying your competitors. The prevalence of these tactics has driven regulators and platforms to crack down hard-especially as the Competition and Markets Authority (CMA) steps up its focus on fake reviews and unfair practices online.

If you’re worried about how your business handles online reputation and are using, or even considering, questionable review “tactics”, it’s time to get familiar with the rules. Read more about how to manage negative online reviews legally.

Why Are Businesses Tempted to Fake Reviews?

Let’s be honest-it’s not always easy to stand out, especially online. The numbers say it all:

• Over 90% of shoppers read reviews before making a decision
• Businesses with positive ratings are consistently more likely to attract new customers
• Negative reviews can significantly impact conversion rates

Because reviews are now so influential, some businesses see faking them as a “victimless” way to keep up. You might think, “Everyone is doing it,” or “A couple of five-star ratings will level the playing field.”

But here’s the catch: the risks aren’t only reputational. Regulators are increasingly treating fake reviews as a serious breach of multiple UK laws-and this is where the real dangers emerge.

Which UK Laws Cover Fake Reviews?

There are two main areas of law you need to know about when it comes to fake or manipulated reviews:

1. Competition Law

Unfairly influencing the marketplace by using fake reviews can be seen as an attempt to distort competition. When your business posts or solicits fake positive reviews, it gives you an advantage not earned through genuine service or quality. In other words, it undermines honest competitors-and regulators don’t take it lightly.

The CMA-the UK’s main competition watchdog-has been clear: manipulating reviews is a serious breach of competition law. The authority can investigate and take enforcement action against any business engaging in these practices, and it isn’t afraid to penalise both companies and individuals behind them.

2. Consumer Protection Law

The Consumer Protection from Unfair Trading Regulations 2008 (CPRs) are especially relevant here. Under these rules, it’s illegal to:

• Provide false or misleading information that distorts consumers’ purchasing decisions
• Omit, hide, or manipulate information about your goods or services-like deleting or altering negative reviews
• Falsely claim positive customer experiences

In practice, posting fake reviews or deleting legitimate negative ones falls squarely within the definition of “misleading actions” under these regulations. That means you could face investigations, legal action, and significant fines.

These rules are reinforced by the Consumer Rights Act 2015 and other related laws protecting UK shoppers from unfair business practices.

What Is the Competition and Markets Authority (CMA) and Why Does It Matter?

The CMA is the main body responsible for promoting competition and protecting consumers in the UK. In recent years, it has made tackling fake and misleading online reviews a top priority.

The CMA can:

• Investigate businesses (and third-party agencies) involved in review fraud
• Order companies to stop illegal practices
• Issue enforceable undertakings or even take cases to court

Importantly, the CMA has the power to demand changes in businesses’ online and review practices-even if those businesses use outside “fake reviewer” agencies, or operate through platforms like Amazon, Google, or Trustpilot.

You can read more about your consumer law obligations at our in-depth guide to UK consumer protection law.

What Are the Consequences of Faking Reviews?

The penalties for getting caught are no small matter. If you’re using or commissioning fake reviews, you could be saddled with:

• Investigations and warnings from the CMA
• Formal undertakings or court orders to change your practices
• Fines or prosecution for serious or repeated offences
• Public exposure in press releases/naming and shaming-damaging your hard-won brand reputation
• Removal or loss of listings on key platforms and online marketplaces

It’s not just regulators who can take action. Increasingly, platforms themselves are joining the fight-removing fake reviews, suspending accounts, or permanently barring offenders. The damage to your reputation and search rankings from such penalties can be long-lasting and extremely costly.

For more detail on dealing with online reviews as a business, see our guide to deleting or changing online reviews.

What About Fake Identification and Reviewer Verification?

A related search term is fake identification UK review. In some cases, businesses or agencies create fake accounts using false identity details to bypass review site checks. This is not just a breach of platform terms-it can be treated as a form of identity fraud, which is itself a criminal offence in the UK.

Review sites are increasingly using sophisticated verification tools to check whether reviewers really exist or have genuinely used the services in question. Getting around these controls with fake information only adds extra legal risk-particularly if there is any suggestion of identity theft or impersonation.

It’s also worth noting that faking identification online opens your business to scrutiny not just under commerce law, but also the Data Protection Act 2018 and the GDPR.

How Do I Spot and Avoid Fake Reviews?

Worried about accidentally posting something that could be classed as fake? Here are some red flags to avoid:

• Using third-party review sites that promise instant five-star ratings for a fee
• Paying or incentivising staff, friends, or family members to leave misleading reviews
• Cutting and pasting wording or photos across multiple review profiles/accounts
• Removing or “hiding” negative feedback-even if it’s inconvenient
• Offering discounts or freebies in exchange for positive reviews, without full transparency

If in doubt, consult legal professionals to review your marketing and review management practices. Avoiding even the appearance of impropriety will serve you far better than a fleeting ratings boost.

For more on best practices for managing reviews, check out our guide to managing negative online reviews.

What Should UK Businesses Do Instead?

If you want to build a strong online reputation without legal risk, focus on genuine, organic reviews. Here’s how to encourage real feedback:

• Make it easy for customers to leave reviews post-purchase-send polite reminders and links
• Respond promptly and professionally to both positive and negative feedback
• Thank happy customers and invite them to share their experiences on reputable platforms
• Never delete or hide criticism (unless it breaches platform rules-e.g., abusive language)
• Use negative reviews as learning opportunities-demonstrating openness and integrity

Remember, authentic reviews are far more powerful for your long-term success than faking a perfect score. Shoppers are savvy-they can often spot review fraud, and it erodes the trust you’ve worked so hard to build.

For more tips on building your business honestly, read our roundup of compliance best practices for small businesses.

Is There Ever a “Safe” Way to Manage Bad Reviews?

While it’s tempting to make bad reviews vanish, your priority should always be transparency. If you genuinely believe a review is fake (for instance, posted by someone who’s never used your service, a competitor, or with abusive content), you can usually:

• Report the review to the platform with evidence as to why it breaches their terms
• Respond courteously, stating your records don’t match their experience, and inviting them to contact you to resolve the issue
• Use negative feedback constructively to improve your service-showing future customers you care

Never try to fake, delete, or manipulate reviews yourself-let the platforms and the process work.

What Else Does UK Law Require for Honest Marketing?

Alongside your approach to reviews, your business must comply with wider marketing and consumer law. That includes:

• Truthful claims in advertising and promotional material
• Clear information on prices, features and terms
• Transparency around incentives or endorsements-such as influencer partnerships (read more here)
• Strong privacy protection for customer data collected through reviews (see our Privacy Policy guide)

Your online reputation is only as strong as your legal foundations. Set these up early-don't try to patch over cracks with fake feedback.

Practical Steps to Protect Your Business

Building and protecting a credible reputation isn’t about chasing five-star averages-it’s about managing your legal and ethical responsibilities from day one. Here’s a quick checklist:

• Educate your team-make sure staff and third-party marketers understand the rules about reviews
• Review your contracts with any agency managing reviews or marketing to ensure they comply with UK law (here’s why legal review matters)
• Set up systems for requesting, moderating, and responding to genuine customer reviews
• Be transparent about incentives or marketing arrangements
• Regularly audit your review pages and remove or report only those reviews which genuinely breach terms or are fraudulent-not those that are merely critical
• Seek legal advice if you’re unsure. Address problems before they become regulatory or PR disasters

If you’re setting up your online business, ensure you’re compliant with online business legal requirements from the start.

Key Takeaways

• Fake reviews-including paid, self-written, or deleted negative reviews-are illegal and violate UK competition and consumer protection laws
• The CMA can investigate, penalise and publicise businesses involved in review fraud
• Using fake identification to post or commission reviews can amount to identity fraud and data breaches
• Genuine, organic customer reviews build stronger long-term trust and protect your brand
• If you’re unsure whether your review management or marketing practices comply with UK law, seek legal advice early to safeguard your business from enforcement action and reputational damage

If you’d like some help ensuring your online reputation management is legal-or need advice about any other aspect of UK business law-feel free to contact us for a free, no-obligations chat at team@sprintlaw.co.uk or call 08081347754. We’re here to help you build a business you’ll be proud of.