Small businesses across the UK are being hit by a wave of fake and spam reviews, with government research revealing the scale of the problem and new laws now in force to tackle it.
Adam Collins, CEO of Ignite SEO, knows the impact first-hand after his own agency was recently targeted.
“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,” Collins explains. “For small businesses, even a handful of fake reviews can damage rankings, scare off new clients, and create real financial loss.”
Government Findings on Fake Reviews
A government study found up to 30–35% of online reviews could be fake across major platforms.
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 / CMA research, gov.uk)
Investigations have also exposed how easily fake reviews can be bought and sold, with some businesses using them to drown out negative feedback.
How to Spot Fake or Spam Reviews
Spikes in activity – several reviews appearing overnight or in quick succession.
Generic language – vague complaints like “terrible service” with no detail.
Reviewer profiles – accounts with no history or only negative activity.
Suspicious timing – bulk reviews posted outside business hours are a red flag.
What Businesses Should Do
Respond professionally – address concerns factually, without emotion.
Report and flag – Google, Trustpilot and other platforms have formal removal processes.
Collect genuine feedback – encourage satisfied customers to leave reviews regularly.
Keep evidence – client records and screenshots can support removal requests or legal escalation.
Know the law – under the Digital Markets, Competition and Consumers Act 2024, businesses are legally prohibited from commissioning or hosting fake reviews, and the CMA now has enforcement powers.
Adam Collins, CEO of Ignite SEO concludes: “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.”
