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The reviews look too good

Hundreds of five-star reviews, all glowing, many saying the same thing. It might be true. But reviews can be made up, paid for without saying so, or picked so only the good ones show.

Since 6 April 2025, UK law bans fake reviews and reviews that hide they were paid for. It also bans publishing reviews in a misleading way, such as hiding the bad ones. Here's what to do if something feels off.

First step today

Look beyond the stars. Read the most recent and the lowest reviews, and note whether they repeat the same wording.

What to keep

  • A screenshot of the star rating and the number of reviews, with the website address showing.
  • Screenshots of reviews that look copied, repeated or oddly alike.
  • Screenshots of the most recent and the lowest reviews, or a note that you couldn't find any low ones.
  • Any sign a reviewer was given something for their review, such as a free item or money off.
  • If you left a review that never appeared, a copy of what you wrote and when.
  • Your order confirmation and receipt, if you bought something.
  • Copies of every message between you and the seller.

Your next steps, in order

Before you buy

  1. Pause. A high score alone doesn't tell you much. Take your time.
  2. Look for patterns. Watch for many reviews posted on the same days, the same phrases, or no detail about actually using the product.
  3. Compare. If the seller shows a rating on its own site, check whether it matches the rating on the review site it names.
  4. Keep your screenshots even if you walk away. They still help a report.

After you've bought

  1. If the product isn't what the reviews led you to expect, raise it with the seller in writing. Email or use their complaints form, so you have a record. You'll find a template below.
  2. Check whether you can cancel. Many online purchases come with a 14-day cooling-off period: see Citizens Advice: Changing your mind about something you've bought.
  3. Talk to your card provider if the seller doesn't help. Chargeback (debit and credit cards) or Section 75 (credit card purchases over £100 and up to £30,000) may be options, but neither is guaranteed. See Citizens Advice: Getting your money back if you paid by card or PayPal.
    • Buy now, pay later: if you used a regulated buy now, pay later plan taken out on or after 15 July 2026 (where the lender is a different business from the seller), Section 75 can apply in the same way as a credit card.
  4. Report it. Reports help enforcers spot patterns.
    • Most review sites let you flag a review you think isn't genuine. Sites that publish reviews must take reasonable steps to stop fake ones and remove them.
    • Citizens Advice consumer service (England and Wales) can advise you and pass your report to Trading Standards. In Scotland, contact Advice Direct Scotland. In Northern Ireland, contact Consumerline.
    • The ASA (Advertising Standards Authority) looks at reviews used in a seller's own ads and on its own website or app.
    • The CMA (Competition and Markets Authority) enforces the fake reviews ban. It can't take up your own complaint, but it acknowledges every report.

Who can help

A message you can send

Copy this, fill in the gaps and send it to the seller yourself.

Subject: Question about reviews of [product], order [number]

Hello,

On [date] I bought [product] for £[amount]. I chose it partly because of the reviews on your [website/listing], which showed [rating and number of reviews].

[Describe what concerns you: for example, many reviews use the same wording, I couldn't find any low reviews, or my own review hasn't appeared.] The product I received [describe how it differs from what the reviews suggested].

I've kept screenshots. Please tell me how you check that reviews are genuine, and how you'll put this right. If possible, I'd be grateful for a reply within 14 days. This isn't a legal deadline, just a polite request so I know where things stand.

Thank you,
[Your name]

How the ASA has ruled on similar claims

Published ASA rulings on ads that the ASA checked against the same advertising rules. Each outcome is the ASA's finding about that ad.

Advertising Standards Authority

Airbrush, read the full ASA ruling

Outcome: Upheld by the ASA

The ads falsely claimed endorsements from certain publications without evidence, showed products in videos that were not the ones sold, and used unverified testimonials, misleading consumers (CAP 3.1, 3.7, 3.47).

Read our write-up

Source: Advertising Standards Authority ruling, used under the ASA's public ruling terms. Mystery Slopper is not affiliated with the ASA.

Corrections and takedown requests

General information, not legal advice. Last updated 21 October 2026. Spotted a mistake? See /corrections.