The Competition and Markets Authority (CMA), the UK competition authority has reached an agreement with Facebook and eBay to counter the spread of groups that encourage the writing of fake reviews on e-commerce platforms in exchange for free products or cash rewards. The authority indicates that Facebook has already removed 188 groups and 24 accounts that encouraged the practice, and eBay has permanently banned 140 users.
According to one issued by the competent authority, digital platforms have pledged to identify and investigate cases of fake reviews as well as to act faster and more effectively. “Facebook has agreed to the introduction of more robust systems for removing this content. EBay has improved existing filters to identify and block lists that sell fake reviews, ”the firm explains.
False reviews are also in the sights of the European Commission. From January 7, a new set of rules called "The New Deal for Consumers" came into force that aims to "strengthen and modernize" the protection of online consumers. This means that merchants are required to ensure that the comments listed are from "real consumers".
By June 2019, the CMA had warned Facebook and eBay to take action against the “black market” spread of false criticism. Following the warning, an investigation by Which ?, a British consumer rights association, revealed that Facebook was not taking sufficient steps to stop the spread of groups that encourage the writing of fake reviews on e-commerce platforms. free product change or cash rewards.
By infiltrating over a month into about 10 Facebook groups that belonged to the “black market” of false criticism, Which? found a drastic increase in the total number of members from 85,647 to 105,669. The association also encountered a large number of daily publications promising free products or cash rewards, about 3,500 a day. The association revealed that Facebook's algorithm recommended related to Amazon sales on the content suggestions page.