Review gating - and why it is illegal in the UK

Forgive us for using Google's Gemini AI to answer many of the questions surrounding this subject, but it - and they - need to be taken seriously, so the answers, we suggest, are better coming from an open source and not just from us.

First, let's look at a definition of 'gating':

And the UK Competition & Markets Authority's attitude to gating?

And, while we are here, we might as well ask Gemini what HelpHound thinks...

Here is a better link than the one Gemini supplied above. 

The simple answer to this, and any other legal issue (cherry-picking being another major - and far more common - rule breach, that equally leaves a wonderful paper trail for the CMA's spanking new AI detection software to find), is to combine compliance with proactive review management. That way, the business knows whatever it does in relation to reviews will be legally compliant whilst at the same time being structured to maximise the benefits of online reviews. A great score and great reviews whilst minimising the risk of attracting inaccurate, misleading or just plain unfair reviews.

One final note: here is Google's own attitude to review gating:

You will note the 'risks' listed. Many businesses have, until now, had a justifiably relaxed attitude to the risk involved for their own business. After all, there are millions of businesses listed on Google; what were the chances of either Google or the regulators taking action against them?

We use the past tense - 'what were' - intentionally. Both Google and the regulators have recently massively enhanced human compliance with AI. AI can work 24/7, 365 days a year, analysing review patterns. You only have to look at the recent Trustpilot fine or Feefo investigation. They are a high-profile warning to businesses to stop flouting the law as it applies to reviews and consumer protection in general.