AI at work, by profession
Fake reviews and the law in the UK: what has been banned since April 2025
What the Digital Markets, Competition and Consumers Act 2024 bans, what a business that shows reviews is expected to do, and where AI written and AI summarised reviews fall.
Checked against the published sources on 2 October 2026.
The short answer
Since 6 April 2025 it has been a banned practice, in all circumstances, to submit or commission fake consumer reviews, or to publish reviews or review information in a misleading way. Incentivised reviews are allowed only if clearly identified. The Competition and Markets Authority can decide for itself that consumer law has been broken and fine a business up to 10 per cent of its global annual turnover.
- In force
- 6 April 2025
- The law
- Digital Markets, Competition and Consumers Act 2024
- Enforced by
- The Competition and Markets Authority
- Maximum fine
- Up to 10 per cent of global annual turnover
What counts as a fake review
A review written for a customer who does not exist, or who never said it, is fake however it was produced. So is a real review rewritten to be more favourable than what the customer wrote. A tool that generates reviews for a product is producing fake reviews.
Misleading presentation
The ban covers how reviews are shown as well as how they are written. Hiding negative reviews, or publishing an AI generated summary that leaves them out, presents review information in a misleading way.
What a business must do
A business that publishes reviews is expected to take reasonable and proportionate steps to prevent fake reviews and to remove them when found. For a small business that means a policy, a way of checking that a reviewer was a customer, a way for people to report a suspect review, and not hiding the reviews it does not like.
- Do not write, generate or buy reviews
- Label any review given for a reward
- Show the bad with the good
- Check reviewers were customers, and act on reports
This page explains what the rule says. It is not legal, regulatory, clinical or financial advice on your own position. Rules change, so read the sources listed beside it, and tell us at hello@wajd.co.uk if something here is out of date.
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AI at work, by industry · 1.5 CPD hours
AI in marketing and sales: honest ads, real reviews and lawful outreach
- Honest ads, however they are made 45 minutes
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Questions people ask
Are fake reviews illegal in the UK?
Yes. Submitting or commissioning fake consumer reviews has been a banned practice since 6 April 2025 under the Digital Markets, Competition and Consumers Act 2024.
Can I offer a discount in return for a review?
Yes, provided the review is clearly identified as incentivised. What is not allowed is presenting it as if it were unprompted.
Can I use AI to summarise my reviews?
You can, if the summary is a fair picture. A summary that leaves out the negative reviews publishes review information in a misleading way.
Who enforces the rules?
The Competition and Markets Authority, which can now fine a business directly without going to court.