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Google commits to combating fake reviews in the UK after 5-year probe

The UK has reached an agreement with Google to counter fake reviews, with the internet giant committing to several remedies.

Bogus endorsements have blighted the web since the creation of user reviews, which is why regulators around the world have been upping the ante on tech companies to put measures in place to curb such practices. As the preeminent search engine in many markets, Google was always going to be a central figure in any efforts to reduce the spread of fake reviews, while Amazon is an obvious target as one of the world’s largest marketplaces. “Left unchecked, fake reviews damage people’s trust and leave businesses who do the right thing at a disadvantage,” Sarah Cardell, chief executive at the CMA, said in a statement.

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