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New CMA probe expansion
The single most important new development is that the CMA has weaponized its DMCC Act powers to launch five live consumer-law investigations into Just Eat, Autotrader, Dignity, Feefo and Pasta Evangelists, signaling a direct, court-free enforcement path for fake and misleading online reviews.
“Five companies now under investigation: Autotrader, Feefo, Dignity, Just Eat and Pasta Evangelists”
Government and UK watchdog outlets framed this as a major escalation: the CMA announced five companies are under investigation, with the power to decide if consumer laws have been broken and to impose penalties without court proceedings.
BBC coverage echoed the shift, noting the CMA’s warning that fake reviews strike at the heart of consumer trust and that new powers allow it to tackle the most harmful practices head on.
The Guardian highlighted the strategic dimension of the crackdown, stressing that fake reviews threaten consumer trust in online shopping, and Mirage News captured the expansion as the CMA stepping up its work.
In parallel, Boursorama summarized the core legal mechanism: the CMA can independently decide whether consumer law has been breached and take action, including imposing fines.
Per-firm allegations unpacked
Just Eat is probed over whether its ratings inflated certain restaurant and grocer star scores.
Autotrader faces scrutiny over whether a tranche of one-star reviews moderated by Feefo was hidden or not counted toward star ratings.
Dignity is investigated for allegedly asking staff to write positive crematoria reviews.
Pasta Evangelists is checked for offering discounts on future orders in exchange for five-star reviews without disclosure.
Feefo is examined as the moderator platform involved in the handling of reviews that feed into star ratings.
DMCC Act framework & scope
The DMCC Act bans practices such as fake reviews and paid-for reviews not clearly marked as incentivised.
“In April 2025, several practices relating to online reviews became 'banned practices' under the Digital Markets, Competition and Consumers Act 2024 (DMCC Act), meaning they are automatically deemed unfair and illegal.”
The CMA can decide whether consumer laws have been broken and impose penalties without going to court.
The CMA’s scrutiny covers the entire reviews lifecycle: how reviews are obtained, moderated, and displayed.
Context, scope & stakes
The CMA’s enforcement follows a policy shift toward direct penalties rather than court actions.
Penalties can be substantial, with potential fines up to 10% of global turnover.
Context on consumer behavior shows that 89% of people rely on reviews when researching products or services.
Consumer guidance
The CMA publishes tips to help identify fake reviews, such as reading full reviews and watching for overly polished content.
“The CMA has issued advice on how consumers can avoid fake reviews. This includes tips such as reading the full review rather than simply looking at the star-rating.”
Readers should be wary of reviews that lack context or disclosures about incentives.