Search engine giant, Google has agreed to take more stringent action against the United Kingdom companies that fabricate reviews to raise their ratings on its platform.
The move followed a declaration by the UK’s Competition and Markets Authority (CMA) to checkmate rogue individuals and businesses that have manipulated their star ratings.
Google will ban repeat offenders, delete their review history, and halt new reviews for them for at least six months if businesses continue to use dubious review practices.
Sarah Cardell, the chief executive of the CMA, said Google was leading the way when it comes to tackling fake reviews.
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She said: “Left unchecked, fake reviews damage people’s trust and leave businesses that do the right thing at a disadvantage.
“The changes we’ve secured from Google ensure robust processes are in place, so people can have confidence in reviews and make the best possible choices.
“This is a matter of fairness – for both business and consumers – and we encourage the entire sector to take note.”