CMA Investigates 5 Firms for Fake Reviews: Just Eat, Autotrader Lead High-Profile Probe

The UK's competition watchdog has opened formal investigations into five companies - Just Eat, Autotrader, Dignity, Feefo and Pasta Evangelists - as part of a wide-ranging probe into fake and misleading online reviews, according to the BBC^[1]. The Competition and Markets Authority (CMA) announced on 27 March 2026 that it is examining whether these firms have broken consumer law in how they obtain, moderate and present customer feedback.

Scale and Scope of the Investigation

The CMA's investigation spans diverse sectors of the UK economy, from food delivery and automotive marketplaces to funeral services and restaurant chains. Each company faces specific allegations related to their review practices^[1]:

Just Eat is under investigation for whether its rating system inflated certain restaurants' and grocers' star ratings. Autotrader and Feefo face scrutiny over whether they denied consumers a "fully rounded" picture by not including some negative reviews. Dignity is being examined for allegedly asking staff to write positive reviews about the firm's cremation services. Pasta Evangelists is being investigated for potentially offering customers discounts on future orders in exchange for leaving 5-star reviews on delivery apps without proper disclosure.

"Fake reviews strike at the heart of consumer trust," said Sarah Cardell, the CMA's chief executive, in a statement to the BBC^[1]. "With household budgets under pressure, people need to know they're getting genuine information - not reviews or star-ratings that have been manipulated to push them towards the wrong choice."

Corporate Responses and Cooperation

All five companies have confirmed to the BBC that they are cooperating with the CMA's investigation^[1]. Just Eat stated it was "now working with the CMA to ensure its reviews were 'clear, transparent and easy to use'". Feefo said it was in talks with the regulator to "demonstrate our fair, robust, transparent and structured moderation processes".

Autotrader confirmed it would "co-operate fully" with the probe, while Pasta Evangelists said it was "committed to ensuring that our practices are fully compliant with consumer law". Dignity indicated it took the CMA's concerns "extremely seriously"^[1].

The CMA has emphasised that while it is investigating these five businesses, it has "not reached any conclusions about whether consumer law has been broken"^[1].

Enhanced Regulatory Powers

This investigation represents one of the first major tests of the CMA's enhanced enforcement capabilities. Since April last year, the CMA has gained new powers to fine firms for violating consumer law without needing to go through the courts^[1]. This administrative enforcement mechanism significantly streamlines the regulator's ability to address consumer protection issues.

The timing of these investigations is particularly significant given the broader context of online trust. Recent data from research firm TruthEngine suggested that around 50% of reviews online are fake^[1], highlighting the scale of the challenge facing both regulators and legitimate businesses.

Market Impact and Industry Context

The investigation comes at a time when online reviews play an increasingly critical role in consumer decision-making. The CMA notes that online reviews influence billions of pounds of spending each year^[1], making the integrity of review systems a matter of significant economic importance.

For context, the UK's company register currently includes 5,477,783 active companies^[2], many of which rely on online reviews as part of their business model. The investigation into these five high-profile firms could have implications across multiple sectors where customer feedback forms a crucial part of the purchasing decision.

The probe also highlights the evolving nature of competition law enforcement. While traditional competition investigations have focused on market structure and pricing, this case demonstrates how consumer protection and fair trading practices have become central to the CMA's mission.

Looking Ahead: Implications for UK Businesses

The outcome of these investigations could set important precedents for how UK businesses handle online reviews. Companies across all sectors may need to review their practices around soliciting, moderating and displaying customer feedback to ensure compliance with consumer law.

The CMA's focus on transparency - particularly around disclosure of incentives for reviews and the presentation of negative feedback - suggests that businesses will need to adopt more rigorous governance around their review systems. This investigation may accelerate the development of industry standards and best practices for managing online reviews in a way that maintains consumer trust while allowing businesses to showcase genuine customer satisfaction.

As these investigations progress, they will likely shape how UK companies approach online reputation management and could influence future regulatory frameworks around digital commerce and consumer protection.