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Fake reviews ban in the UK: what businesses that publish reviews must do

The DMCC Act bans fake reviews, concealed incentivised reviews and false or misleading review information. This page explains what each term means and what a business that publishes reviews is expected to put in place.

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Three types of banned content

A fake review is a consumer review that purports to be, but is not, based on a person's genuine experience. A concealed incentivised review hides the fact that the reviewer received money or another benefit, such as a free hotel stay. False or misleading consumer review information covers aggregated ratings, summaries, counts and rankings based on such reviews.

The ban covers the whole supply chain: submitting or commissioning banned reviews, publishing them, and offering services that facilitate them, such as running social media groups that recruit people to post fake reviews.

What review publishers must put in place

Any trader that publishes consumer reviews or review information, on a website, social media, a marketplace, a review site or in print, must take reasonable and proportionate steps to prevent and remove banned content. Using a third party to monitor reviews does not remove that responsibility.

In practice, the CMA expects a published policy that clearly prohibits fake reviews and states your approach to incentivised reviews, a regular risk assessment, and processes to detect, investigate and act on banned content. Checks can include manual sampling and automated tools that spot patterns such as reviews from the same IP address or a sudden spike of very positive or negative reviews.

Questions fréquentes

Is a review written by an employee a fake review?

Not necessarily fake, but CMA208 says that hiding the circumstances in which a review was written may be misleading, including where the reviewer has a financial interest in the trader, for example as an employee or shareholder, or a commercial link such as being a supplier. Asking a member of staff to write a review is also a form of commissioning, so the incentive must be made apparent.

Can I enter reviewers into a prize draw?

According to CMA208, offering the chance to earn a reward that does not guarantee a direct benefit, such as entry into a prize draw, is unlikely to amount to commissioning under the banned practice. Incentivised reviews are not prohibited as such, but publishers must distinguish them from other reviews.

Can I hide or delete negative reviews?

Removing fake negative reviews is expected, but suppressing genuine negative reviews is problematic. The CMA says a trader may infringe the law by suppressing genuine reviews, cherry picking positive ones, or only encouraging satisfied customers to leave reviews.

Pour les développeurs et les agents

Intégrer / API / MCP

Branchez cette base à Claude, Cursor, ChatGPT ou votre propre application. Chaque requête API ou MCP coûte 0,10 €, débitée de votre crédit Kopik (non facturée si rien n'est trouvé). Il vous faut une clé API : créez-la depuis votre tableau de bord.

MCP pour vos agents

Adresse du serveur MCP de cette base (outils ask_base et search_base) :

URL MCP
https://kopik.io/api/mcp?base=uk-cma-consumer-law-reviews-influencers-green-claims
Claude Code, Cursor et autres clients
Claude Code
claude mcp add --transport http kopik-uk-cma-consumer-law-reviews-influencers-green-claims "https://kopik.io/api/mcp?base=uk-cma-consumer-law-reviews-influencers-green-claims" --header "Authorization: Bearer kpk_…"
Configuration JSON (mcpServers)
{
  "mcpServers": {
    "kopik-uk-cma-consumer-law-reviews-influencers-green-claims": {
      "url": "https://kopik.io/api/mcp?base=uk-cma-consumer-law-reviews-influencers-green-claims",
      "headers": {
        "Authorization": "Bearer kpk_…"
      }
    }
  }
}

API REST pour vos applications

mode vaut "answer" (réponse rédigée + sources) ou "passages" (passages bruts seulement). Ajoutez un maxPriceCents facultatif pour plafonner le prix : si la base coûte plus cher, l'appel est refusé sans rien débiter.

curl
curl -X POST https://kopik.io/api/v1/bases/uk-cma-consumer-law-reviews-influencers-green-claims/query \
  -H "Authorization: Bearer kpk_…" \
  -H "Content-Type: application/json" \
  -d '{"question": "Votre question ici", "mode": "answer"}'

Pour commencer

  1. Créez une clé dans votre tableau de bord et rechargez votre crédit.
  2. Remplacez kpk_… par votre clé.
  3. Tout le détail (réponses, erreurs, exemples JS et Python) : documentation développeurs.