WHITO GLOSSARY · MEASURED DEFINITIONS
The UK ban on fake and misleading reviews, in force since 6 April 2025, with fines of up to 10% of global turnover. 89% of UK adults use reviews when researching a purchase.
The number: UK Online Review Statistics.
What it means in practice
The ban reaches further than sellers think: displaying reviews without taking reasonable steps to check them is covered, not just writing fakes. Hosting is a responsibility now.
If you show reviews, keep evidence of where they came from. If you buy them, stop; the fine is calculated on turnover, not on the fee you paid for the stars.
Whito stage: Any stage. Use it before you sign anything.
The numbers to hold onto
- 89% of UK adults use online reviews when researching a product or service. UK Online Review Statistics.
- Fines run up to 10% of global turnover. UK Online Review Statistics.
Where to go next
Related: Online presence, Dead listing, Companies House check