The DMCC Act 2024 came into force with the widest consumer-protection reforms the UK has seen in a decade. For anyone publishing or commissioning reviews, three chapters matter most: fake reviews, incentivised reviews, and platform duties. This is the operator's summary.
What is now explicitly illegal
Commissioning, publishing or hosting fake reviews without taking reasonable steps to prevent them. The 'we just host them' defence is gone, and directors can be named in enforcement decisions.
Incentivised reviews — new labelling duty
Any review obtained in exchange for a discount, gift or free product must be clearly labelled at the point of display. Bulk 'gifted review' campaigns without labels are the single most common breach the CMA has flagged.
Platform duty of care
Platforms must publish a verification model, a moderation policy and a dispute route — all reachable in two clicks from any review. ScoreReview UK ships these as first-class pages, not buried help articles.
- Verification model published
- Moderation policy in plain English
- Two-click dispute route
- Quarterly transparency log
Penalties that actually bite
The CMA can now fine up to 10% of global turnover — without going through the courts. Enforcement in 2025 focused on cosmetic clinics and home-improvement traders. Expect trades, short-lets and financial services in 2026.
FAQ
Do I need to relabel historical incentivised reviews?
Yes — if you still display them. Retrospective labelling is a lower-cost fix than removal and preserves the review count.
Is a five-star review from a friend illegal?
If the reviewer is not a genuine customer and the relationship is not disclosed, yes. Ask friends to only leave a review after a real transaction, and never to rate higher than they honestly would.
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Discussion (2)
- Priya S.· 2 days ago
Really practical breakdown — the four-part reply structure is now on our till-side crib sheet. Thank you.
- Dan (Cannock Plumbing)· 5 days ago
Went from 12 reviews to 47 in three months following almost exactly this playbook. It works.