Fake reviews and AI recommendations: why it's a bad bet
Updated By Akkrev
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.
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.