The Legal Status of Ratings and Reviews under EU Consumer Law

The legal status of ratings and reviews under EU consumer law has become a critical issue in the digital marketplace. As consumers increasingly rely on peer feedback when making purchase decisions, the authenticity and regulation of these online reviews have drawn heightened scrutiny from European regulators. At the same time, platforms and businesses must adapt to new legal obligations to ensure transparency and prevent misleading practices.

With updated EU consumer protection rules, particularly under the 2019 “Omnibus Directive,” ratings and reviews now fall under stricter legal standards. The legislation aims to crack down on fake reviews, manipulated ratings, and undisclosed commercial influences. In this article, we explore the legal status of ratings and reviews under EU consumer law, examine current enforcement practices, and provide guidance for platforms, traders, and digital marketers on staying compliant. Но с кажется что

Defining the Legal Status of Ratings and Reviews under EU Consumer Law

Background and Legal Foundations

The legal status of ratings and reviews under EU consumer law has evolved significantly with the introduction of the Omnibus Directive (Directive (EU) 2019/2161). This directive amends four key consumer protection directives and introduces specific rules on how reviews and ratings must be presented on online platforms.

Article 7 of the Unfair Commercial Practices Directive (UCPD), as amended, now explicitly addresses the presentation of consumer reviews. Traders and platforms are required to inform users whether and how they ensure that published reviews come from consumers who have actually used or purchased the product.

This places an obligation on businesses to not only display reviews truthfully but also to verify their authenticity—wherever they claim to do so.

Transparency Requirements

The law mandates that if a business makes reviews available to the public, it must clearly disclose whether it has procedures in place to ensure those reviews come from real users. If no such measures exist, failure to disclose this could be considered misleading by omission.

For example, stating “verified review” without actually verifying that the reviewer purchased the item may be seen as a deceptive commercial practice, thereby violating EU law.

Responsibilities of Online Platforms and Traders

Verification of Authenticity

Platforms and traders must implement reasonable and proportionate steps to verify the authenticity of reviews when they claim to do so. This might involve linking reviews to verified purchases, using algorithmic checks, or employing manual moderation processes.

While the law does not require platforms to verify every single review, they must not falsely imply that all reviews are verified when this is not the case.

Preventing and Disclosing Paid Reviews

Another key issue in the legal status of ratings and reviews under EU consumer law is the handling of incentivized or paid-for reviews. Platforms must clearly disclose when a review has been submitted as part of a promotion or financial incentive.

Failure to label sponsored reviews properly, or presenting them as neutral consumer feedback, may breach transparency obligations under both the UCPD and the eCommerce Directive.

Prohibition of Fake Reviews and Review Manipulation

The use of fake reviews—whether written by bots, employees, or paid actors—is explicitly prohibited under EU law. So is review manipulation, including selectively displaying only positive reviews or removing negative ones without justification.

The legal status of ratings and reviews under EU consumer law makes clear that such practices can constitute unfair commercial conduct, subject to regulatory action and penalties.

Enforcement Trends Across the EU

National Authorities Taking Action

Consumer protection agencies across the EU have begun cracking down on fake and misleading reviews. Authorities in Italy, France, Germany, and the Netherlands have investigated businesses for posting fabricated reviews or failing to disclose incentives.

In 2021, the Italian Competition Authority (AGCM) fined a travel platform for publishing customer reviews without sufficient verification. Similarly, the French Directorate-General for Competition, Consumer Affairs and Fraud Control (DGCCRF) has taken enforcement actions against e-commerce sites that selectively promote user-generated content.

These trends highlight the growing importance of compliance with the legal status of ratings and reviews under EU consumer law.

Coordinated Sweeps and Monitoring

The European Commission has also supported coordinated enforcement actions through the Consumer Protection Cooperation (CPC) network. These efforts aim to ensure uniform application of rules across member states, particularly targeting major online platforms and digital marketplaces.

In a 2022 sweep, regulators reviewed dozens of websites and found that a significant percentage failed to provide adequate information about the verification of reviews. Several platforms were ordered to adjust their practices or face penalties.

Implications for Businesses and Platforms

Reputational and Legal Risk

Failure to comply with the legal status of ratings and reviews under EU consumer law can lead to enforcement measures, including fines, mandatory corrections, and even civil litigation. In addition, there is growing consumer awareness of deceptive practices—companies caught manipulating reviews often face significant reputational damage.

To mitigate these risks, businesses should develop robust review management strategies that align with transparency requirements and consumer expectations.

Integrating Legal Compliance into UX Design

User interface design plays a crucial role in how reviews are presented. Labels like “verified buyer” or “top-rated” must be substantiated by actual verification mechanisms. Platforms should also provide clear filters and explanations for how ratings are aggregated or prioritized.

Compliant design involves:

• Honest disclosure of review policies.
• Tools for reporting suspicious reviews.
• Clear visual separation between paid and organic content.

Practical Compliance Guidelines

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Businesses should establish and publish a review policy that outlines how reviews are collected, verified, and displayed. This helps demonstrate transparency and acts as a safeguard in case of regulatory scrutiny.

Technical Tools and Moderation

Investing in automated and manual moderation tools can help detect suspicious patterns such as repeated review submissions, fake profiles, or review bombing. AI tools can also be deployed to scan for review authenticity while maintaining user privacy.

Staff Training and Vendor Management

All teams involved in content moderation, marketing, and customer service should be trained on the legal status of ratings and reviews under EU consumer law. If third-party vendors are used to manage reviews or ratings, businesses must ensure that their practices comply with legal standards.

Looking Ahead: Evolving Standards and Legislative Updates

The Digital Services Act (DSA)

Coming into full effect for many platforms by 2024, the DSA introduces further obligations around transparency and online consumer protection. While it does not directly regulate reviews, it reinforces existing GDPR and consumer law principles, particularly around transparency, traceability of traders, and the moderation of illegal content.

The DSA also imposes new audit and reporting obligations for very large online platforms (VLOPs), further raising the stakes for those involved in review aggregation.

The Future of EU Consumer Law

With the digital market evolving rapidly, future updates to EU law are likely to place even greater emphasis on the authenticity and traceability of consumer feedback. Policymakers may expand on existing rules to tackle emerging forms of manipulation, including AI-generated reviews or use of influencer content without disclosure.

Conclusion: Embracing Authenticity and Transparency

The legal status of ratings and reviews under EU consumer law reflects a broader commitment to fairness, transparency, and accountability in the digital economy. As online feedback becomes an integral part of consumer decision-making, the legal expectations around its use will only grow stricter.

For platforms and businesses, compliance is no longer optional—it is a fundamental aspect of ethical and sustainable digital commerce. Embracing these rules not only protects users but also builds lasting trust and credibility in a competitive market.

By aligning with EU consumer law, businesses have the opportunity to lead by example, setting a new standard for how digital trust is earned—and preserved—in the modern age.