Ban on fake reviews and drip-pricing takes force – here's what's changing

The new measures have taken effect under the Digital Markets, Competition and Consumers Act. But while the Act became law in 2024, elements of it are taking force at varying points. The new fake reviews and drip-pricing rules came in on 6 April 2025 following a consultation. They'll be enforced by the Competition and Markets Authority (CMA).

Further changes under the Act, including a clamp down on 'subscription traps' – where businesses make it difficult for consumers to exit a contract – and improvements to consumer alternative dispute resolution schemes, are still yet to take effect. We've asked the Department for Business and Trade for further information and we will update this story when we know more.

Fake reviews and drip-feeding are now banned

The new rules, which are effective UK-wide, now mean:

• It is illegal for online platforms to host or pay someone to write a fake review. This means firms cannot commission someone to write or submit a fake review, advertise for individuals to submit and commission fake reviews, host consumer reviews that conceal they have been incentivised or without taking "reasonable steps" to check they are genuine.

• Any additional fees applicable when shopping online, for example administration or booking charges, must be shown upfront. This is designed to end a practice known as drip pricing, where traders use an appealing headline price to entice customers, then load on additional, unavoidable charges before you reach the checkout.

The CMA can now directly enforce these rules without needing to take firms to court. It can also issue fines of up to 10% of the firm's annual turnover if found in breach.

Its next steps include establishing how businesses can report firms breaking the new rules. The CMA told us that if a consumer wants to report a potential breach, they should contact the platform on which they spotted the review, adding that it expects platforms to have systems in place to allow people to report reviews.

How to report fake reviews you've spotted or been asked to write

Many MoneySavers reported being asked to write incentivised reviews when MoneySavingExpert.com founder Martin Lewis posted on X (formerly known as Twitter) in December 2024 to say it had happened to him too.

We checked three of the biggest consumer review websites – Amazon, Google, and Trip Advisor – for their policies.

Spotted what appears to be a fake review? Here's how to report it

• Amazon: Use the 'report' button attached to each review. You can also email Amazon.

• Google: Click the three dots in the upper right corner of a review and report it as 'fake or deceptive', which includes incentivised content.

• TripAdvisor: Email its 'content integrity team'.

Been incentivised or asked to write a fake review? Here's what to do

• Amazon: Report it using the Report Review Compensation form.

• Google: This is unclear; we've asked Google to clarify.

• TripAdvisor. Email incentives@tripadvisor.com and include any evidence you have or think is relevant.