Fake reviews are costing UK businesses millions, with government research revealing the scale of the problem as new laws come into force to tackle the widespread deception.

Small businesses across the UK are being targeted by a wave of fake and spam reviews, a trend that can inflict immediate financial damage and harm online trust.

Adam Collins, CEO of Ignite SEO, shared his agency's recent experience. “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,” Mr Collins explained. “For small businesses, even a handful of fake reviews can damage rankings, scare off new clients, and create real financial loss.”

The Scale of the Scam
Official government research confirms the severity of the issue:
A government study found that as many as 30–35 per cent of online reviews across major platforms could be fake.
Fake reviews are estimated to cause consumer harm of between £50 million and £312 million per year in the UK.
Reviews influence an estimated £23 billion of UK consumer spending annually, making them one of the most powerful trust signals online.
(Source: Department for Business & Trade / Competition and Markets Authority (CMA) research, gov.uk)

Additionally, investigations by the consumer group Which? have exposed how easily fake reviews can be bought and sold, with some businesses using them specifically to drown out genuine negative feedback.

How to Protect Your Business

Mr Collins and industry experts advise Small and Medium-sized Enterprises (SMEs) to remain vigilant and take proactive steps to protect their online reputation.

Spotting Suspicious Reviews

Businesses should watch for several clear red flags:

Spikes in activity: Several negative reviews appearing overnight or in quick succession.
Generic language: Vague complaints such as “terrible service” that lack specific details about a date or transaction.
Reviewer profiles: Accounts with no posting history or a pattern of only leaving negative reviews.
Suspicious timing: Bulk reviews that are posted well outside typical business hours.

Recommended Actions

If a business suspects it has been targeted by spam or fake reviews, experts recommend:

Respond Professionally: Address concerns factually and without emotion, demonstrating a commitment to customer service for genuine clients.
Report and Flag: Utilise the formal removal processes provided by major platforms like Google and Trustpilot.
Collect Genuine Feedback: Proactively encourage satisfied customers to leave regular reviews, which helps to dilute the impact of fake entries.
Keep Evidence: Maintain client records and screenshots to support official removal requests or any necessary legal escalation.
Know the Law: Under the recently introduced Digital Markets, Competition and Consumers Act 2024, businesses are legally prohibited from commissioning or hosting fake reviews. The CMA now has new enforcement powers to tackle this behaviour.

Adam Collins concluded: “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.”