Just Eat and Autotrader among firms investigated in fake reviews probe
just eat, Autotrader and three other businesses are at the centre of a fast-moving inquiry by the Competition and Markets Authority into fake and misleading online reviews. The CMA has opened investigations into five firms over whether reviews and star ratings are being obtained, moderated or presented in ways that break consumer law. The move targets practices that could distort consumer choices across food delivery, car sales, funerals and retail.
Topline: who is being investigated and why
The CMA is examining five businesses: just eat, Autotrader, Feefo, Dignity and Pasta Evangelists. Investigators will scrutinise how reviews are collected, how moderation decisions are made and how star ratings are displayed to customers. The CMA has flagged concerns specific to each firm in the probe — for example, whether just eat’s rating system inflated some restaurants’ and grocers’ star ratings, and whether Autotrader and Feefo excluded one-star reviews that denied consumers a fully rounded picture.
Further lines of inquiry include whether Dignity asked staff to write positive reviews about cremation services and whether Pasta Evangelists offered discounts in exchange for undisclosed five-star reviews on delivery apps. While investigations are under way, the CMA has not reached any conclusions about whether consumer law has been broken.
Just Eat among five firms under scrutiny
The CMA’s work focuses on the full reviews ecosystem: obtaining reviews, moderation practices and presentation of ratings that consumers rely on when they shop or book. Since April last year the CMA has new powers to fine firms for violating consumer law without needing to go through the courts, a change regulators say strengthens their ability to act on harmful review practices.
Immediate reactions from regulators, consumer groups and firms
Sarah Cardell, chief executive of the Competition and Markets Authority, said: “Fake reviews strike at the heart of consumer trust. ” She warned that manipulated reviews and star-ratings can push shoppers toward the wrong choices at a time when household budgets are under pressure.
Sue Davies, head of consumer rights policy at Which?, said: “Investigations are a welcome first step, but enforcement will be key: the regulator must be prepared to get tough, use its powers and issue serious fines if these companies aren’t playing by the rules. “
Businesses named in the probe issued short statements of co-operation and assurance. Just Eat said it was 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 said it would “co-operate fully” with the probe. Pasta Evangelists said it was “committed to ensuring that our practices are fully compliant with consumer law, ” and Dignity said it took the CMA’s concerns “extremely seriously. “
Quick context
Online reviews influence billions of pounds of spending and are used by the majority of shoppers when researching products or services. Regulators have expanded powers to tackle banned practices such as undisclosed paid-for reviews and hiding negative feedback.
What’s next — enforcement, findings and consumer safeguards
The CMA will continue its investigations and has the authority to require changes or impose fines if it finds breaches of consumer law; the regulator has not yet reached conclusions. Watch for regulatory updates and potential enforcement action in the weeks and months ahead as the CMA reviews evidence from these five firms. Consumers and businesses will be watching how just eat and the others respond as investigations proceed; any formal findings will determine whether tougher remedies or penalties follow. (As referenced in regulatory materials, the rules on banned practices were clarified in April 2025 (ET). )
