The Dutch Consumer and Market Authority (ACM) has announced a significant step in combating online deception by targeting sellers of fake reviews. In a statement released on August 23, the regulator revealed it will now impose fines of up to €900,000 per violation on those selling fake online reviews, extending its previous authority which only allowed penalties for online stores that bought or used such reviews.
Edwin van Houten, Director of ACM’s Consumer Department, emphasized the importance of this measure: “Consumers should be able to rely on reviews when comparing providers. By tackling wrong practices and by educating businesses and consumers, we want to reduce online deception.”
The ACM noted that fake reviews can lead consumers to make poor purchasing decisions and create unfair competition with businesses that play by the rules. This move is part of a broader effort to ensure fairness in e-commerce, with the regulator also investigating other misleading practices such as deceptive countdown timers on websites.
The Dutch initiative aligns with global efforts to protect consumers in the digital marketplace. In the United States, the Federal Trade Commission (FTC) recently announced a final rule prohibiting the sale, purchase, and use of fake reviews and testimonials, allowing for civil penalties against violators.
These actions reflect a growing trend towards ensuring transparency and fairness in online commerce. The European Union has already implemented laws such as the Unfair Commercial Practices Directive to protect consumers from misleading online behavior, and there are indications that the incoming European Commission may propose a new Digital Fairness Act later this year.
As regulators worldwide continue to adapt to the challenges of e-commerce, businesses and consumers can expect increased scrutiny of online practices and stronger enforcement against deceptive tactics in the digital marketplace.
