Are Fake Reviews Illegal to use in marketing?
Why it’s taken quite this long for it to happen, I don’t know — but as of 6th April 2025, fake reviews are officially illegal in the UK under the Digital Markets, Competition and Consumers Act 2024. And frankly, it’s about time.
We've all seen the murky world of online reviews – five-star ratings for products that clearly haven't been tested, glowing testimonials for services that haven't been used, and “influencers” endorsing things they’ve never opened. The internet's been a bit of a wild west when it comes to social proof — and now, at last, the sheriff’s shown up.
What’s actually banned?
Here’s what the new legislation now makes explicitly illegal:
💸 Paying for fake reviews – Whether it's a tenner in a DM, a free product, or a Fiverr gig, you can’t get someone to write a glowing review unless they’ve genuinely used your product or service.
🍒 Cherry-picking the good stuff – If you're only publishing your 5-star raves while conveniently hiding your one-stars, you’re misleading consumers. The CMA says that’s out.
🤑 Selling fake reviews – Yes, there were people (and whole services) making money selling fake testimonial bundles. That’s now illegal too.
If your business features customer reviews in any capacity — on your site, Google profile, socials, ads — you’re now legally required to take reasonable and proportionate steps to make sure those reviews are legit. That means actively preventing, spotting, and removing anything misleading.
Who’s enforcing this?
Enter the Competition and Markets Authority (CMA). They’re not messing around. If you're caught out, you could be looking at fines of up to 10% of your global annual turnover. Yes, global.
They’ve said they’ll focus on support and education in the early months (a gentle warning nudge before they go full enforcement), but the message is clear: If you’re gaming the system, the game is up.
And I, for one, am very here for it.
Why this matters (and why it’s taken so long)
It’s mad that it’s taken this long for fake reviews to be officially outlawed. For years, consumers have been navigating a sea of BS, and brands that play fair have been quietly losing out to those who didn’t.
According to research, around 90% of people rely on reviews before making a purchase. Whether they’re picking a new pair of trainers or booking a kitchen renovation, reviews are one of the biggest influencing factors. And when that trust is broken, it’s not just bad for consumers — it’s bad for the whole marketplace.
Trust is currency. It’s what turns browsers into buyers. It’s what drives referrals, loyalty, and reputation. So this legislation? It’s a long-overdue step toward a more transparent, ethical digital economy — where honest brands don’t get punished for playing by the rules.
What businesses need to do now
Audit your review content – If you’re using testimonials in your ads, website, or social content, make sure they’re real, traceable, and non-incentivised (or clearly disclosed).
Be transparent – If someone got a discount, freebie, or any kind of incentive, say so.
Balance your messaging – You don’t have to showcase your worst reviews, but don’t present a rose-tinted version of customer sentiment. It’s not just unethical now — it’s illegal.
Final thoughts
This isn’t about fear-mongering — it’s about accountability. If you're doing good work and collecting honest feedback, you're golden. If you're padding your reviews to keep up with less honest competitors…or if you’re paying for reviews via platforms such as Fiverr or Upwork, it’s time to change tactics.
The trust economy just got a little less broken — and that can only be a good thing.
