Google has now partnered with the UK's Competition and Markets Authority, which is planning to fight fraudulent reviews online.
The search engine giant agrees to take such steps under a new agreement against misleading endorsements to increase the authenticity of online reviews.
Google Steps Up to Fight Fake Reviews
Fake online reviews have already been a nightmare for businesses and consumers. Since millions of purchasing decisions online are influenced, tech companies are facing growing pressures to stop misleading reviews from spreading. As ongoing concerns concerning this issue continue to weigh, the UK's Competition and Markets Authority or CMA has reached an agreement with Google to implement more effective measures against this issue, TechCrunch reports.
The CMA has been investigating online platforms since May 2020 and enforcement cases have already filed in the following year against major players including Google and Amazon. Now after five years, Google is planning to take all serious steps concerning the fake review problem.
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Commitments by Google to Tackle Fake Reviews
As part of its agreement with the CMA, Google has agreed to implement a series of changes aimed at identifying, removing, and preventing fake reviews.
The company will concentrate on detecting and deleting identified fake reviews and blocking the accounts behind these fraudulent endorsements. Google has also promised to ban people who repeatedly post fake reviews, making it harder for bad actors to manipulate ratings.
As part of efforts to further protect consumers, there will be clear warnings displayed on the Google profiles of businesses that are found to be involved in suspicious activity. Such warnings will inform consumers that a business may be engaging in deceptive review practices. The ability to leave new reviews on flagged business profiles will be temporarily disabled.
Combination of AI and Human Oversight
Although Google is already employing artificial intelligence and machine learning to recognize fake reviews, the company is using the combination with human oversight. The Guardian reports that the CMA is working with Google to create a new system that will make reporting suspicious reviews easier for consumers as well as for reviews likely offered in exchange for incentives.
Google's dependence on both AI and human feedback intends to develop a more holistic approach to fake review detection to ensure that businesses and their consumers can trust the integrity of the online review system.
Honest Reviews Matter
The impact of fake reviews on businesses and consumers cannot be overemphasized. According to CMA research, as much as $23 billion in online spending is influenced by public feedback from previous customers.
With the stakes so high, the CMA's investigation into Google and other platforms is essential for maintaining consumer trust in online marketplaces.
However, CMA continues with its investigations over Amazon, too. As previously done with these firms, both the companies including others like Facebook and eBay were earlier criticized for the fake reviews they were publishing on their respective platforms. Similar initiatives have also been taken in the United States.
The FTC, in an attempt to suppress such fake reviews, has introduced some new rules under which the fines imposed can reach as high as $51,744 per offense.
Google Pledges for Transparency
Google agreed to share updates regarding its steps over three years—what's been effective in their new actions.
"Our work with regulators around the world, including the CMA, is part of our ongoing efforts to fight fake content and bad actors," a Google spokesperson said.
With these new measures in place, Google is setting a precedent for tech companies to take responsibility for fake content and bad actors in the digital space.
Well, the internet won't stop evolving and we have to adapt to its never-ending changes. Platforms, in this regard, should only value authentic feedback because it's all that matters.
