Estate agents risk fines of up to 10% of turnover under new rules banning fake and misleading online reviews, with even common practices such as filtering out negative feedback or selectively showcasing testimonials now banned, warns fake review detector platform TruthEngine.

The Digital Markets, Competition and Consumers Act 2024 has outlawed a whole raft of practices deemed “unfair in all circumstances”, including fake or incentivised reviews that are not clearly disclosed, as well as the misleading presentation of customer feedback.

The rules, which came into force on April 6, 2025, place responsibility on businesses to oversee review activity linked to their brand, with enforcement action possible even where issues relate to historic content.

Low awareness

Daniel Mohacek (pictured), Chief Executivew of TruthEngine, told the FT: “The law is now in force, but awareness is still lagging behind. Many businesses don’t realise they’re already expected to be compliant today.

“And this isn’t just about changing behaviour going forward. Historic fake or misleading reviews that are still live can still create a risk for businesses today.

“It also goes beyond fake reviews themselves. Practices like filtering out negative feedback, selectively showcasing reviews, or offering incentives for reviews without clear disclosure can all create a misleading picture – and are now against the rules.

Ultimately, responsibility sits with the business.”

“Ultimately, responsibility sits with the business. You can’t pass the buck to platforms like Trustpilot or Google.”

TruthEngine estimates that more than 50% of online reviews could be fake or misleading.

Mohacek explains that companies found in breach of the new rules face penalties of up to 10% of annual turnover or £300,000, whichever is greater.