Fake reviews and sneaky hidden fees banned once and for all

Outrageous fake reviews and sneaky hidden fees are now banned across the UK.

The UK is cracking down on fake reviews and ‘sneaky fees' (aka 'drip pricing'). Finally.

You know what a fake review is. But what's drip pricing?

Well, it's when a brand shows a small price to start, but then springs you with extra charges later. Basically, a bait and switch.

This crackdown a good step. But the underlying problem is still there: immoral leaders. Laws help, but they don't do jack if nobody reports businesses. So it's up to all of us. That might be boycotting brands that are behaving unethically or reporting them when they're being dodgy.

The thing is, I don't think most people know how to report dodgy behaviour.

Recently, I was approached by someone to write reviews for them. I'd never used their service. But they were going to pay.

That sounded illegal. And my lawyer-mother's voice echoed in the back of my head. If it sounds illegal, it probably is.

First step. I checked whether it was (a quick search). And, yes. It is. Under the Digital Markets, Competition and Consumers Act 2024, it says that unfair practices include "submitting, or commissioning another person to submit or write a fake consumer review."

Okie doke. Second step. Who enforces that act?

Quick search. It's the Competition and Markets Authority (CMA). So I went through their process to report the company. I'll keep my fingers crossed. (I won't say who the company was, as I don't want to affect any potential case.)

So, writers, marketers and creatives alike, if you see anything that smells fishy or someone asks you to break the law, report them. It might be the CMA, Trading Standards Services (TSS), or the Advertising Standards Authority (ASA). There are a bunch of regulators out there.

You don't need to know exactly what law they're breaking. You just need to report them.

Let’s do better. Let's hold businesses accountable. It’ll be better for everyone in the long run.

Here's the press release that sparked this thought.