Fake reviews and UK law: what the DMCC Act means for your business
In short
Since April 2025, the Digital Markets, Competition and Consumers Act 2024 has banned UK businesses from writing, commissioning or publishing fake reviews, from hiding that a review was paid for or rewarded, and from presenting reviews in a misleading way. The Competition and Markets Authority can investigate and fine businesses directly. This guide is general information, not legal advice.
What is banned
- Fake reviews: reviews that claim to be based on a real experience when they are not, including ones you write or pay someone to write.
- Hidden incentivised reviews: reviews where the reviewer was paid or rewarded, but the review doesn't say so.
- Misleading presentation: for example hiding or deleting negative reviews, or giving positive ones more prominence.
- Helping others do it: offering services that create or facilitate any of the above.
Who enforces it
The Competition and Markets Authority (CMA) can now enforce consumer law directly, without first going to court, and can impose fines and order businesses to put things right. Review platforms also remove suspicious reviews and can publicly flag businesses they catch.
What this means for mystery shopping
Mystery shopping itself is fine: you are paying for a real interaction and an honest report. The line is crossed when payment is tied to a review, when reviews are guaranteed, or when a reviewer hides that they were paid.
That is why PaidReview never sells or guarantees reviews. Shoppers are paid the same whether or not they leave one. If they choose to, the review is their honest opinion and includes the line “I was a paid mystery shopper for this business.”
A simple checklist
- Never write reviews of your own business or ask staff, friends or family to.
- Never pay for, or guarantee, reviews from any service.
- If anyone reviewing you has been paid or rewarded, make sure their review says so clearly.
- Don't hide or remove genuine negative reviews.
- Ask all customers for reviews, not just the happy ones.
See how PaidReview mystery shopping works, or set up your business account. Visits start from £250 for 50.
Common questions
When did the UK fake reviews ban start?
The fake review rules in the Digital Markets, Competition and Consumers Act 2024 came into force in April 2025.
Are mystery shopper reviews legal?
A review from a mystery shopper can be legal if it reflects their genuine experience and clearly discloses that they were paid to mystery shop. Paying for the review itself, guaranteeing reviews or hiding the payment is not allowed.
Can I be fined for fake reviews?
Yes. The CMA can fine businesses directly for breaching consumer protection law, including the fake review rules.