# Fake reviews and AI recommendations: why it's a bad bet

> Fake reviews are banned in both the UK and the US, and they distort what AI says about you. The rules, and what works instead.

_UK and US · Updated 2026-10-27 · Akkrev, https://akkrev.com/ai-seo/fake-reviews-and-ai/_

Because AI leans on reviews, some businesses are tempted to fake them. Don't.

## The law

- **UK:** Since April 2025, the Digital Markets, Competition and Consumers Act lists fake reviews among banned unfair practices, including commissioning them.
- **US:** The FTC's rule on fake reviews and testimonials, announced in August 2024, allows civil penalties against businesses that buy or sell fake reviews.

## Why it backfires

Review platforms remove suspicious reviews and can flag businesses. AI summarises patterns, so a burst of generic five-star reviews adds little. And if a review site labels you, AI can repeat that too.

## What works

Ask real guests for honest reviews, make it easy, and reply to what they say.

## Sources

- [UK Digital Markets, Competition and Consumers Act 2024](https://www.legislation.gov.uk/ukpga/2024/13/contents)
- [FTC: Final rule banning fake reviews and testimonials](https://www.ftc.gov/news-events/news/press-releases/2024/08/federal-trade-commission-announces-final-rule-banning-fake-reviews-testimonials)

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