The U.K.’s antitrust regulator has reached an agreement with Google to counter the scourge of fake online reviews. The internet giant has committed to several remedies.

Bogus endorsements have blighted the web since the creation of user reviews, which is why regulators around the world have been upping the ante on tech companies to put measures in place to curb such practices.

The U.K.’s Competition and Markets Authority (CMA) opened an investigation into several online platforms way back in May 2020, with formal enforcement cases launched against Google and Amazon the following year. The CMA had expressed concerns about whether the companies were doing enough to eradicate fake or misleading reviews.

Some five years on, and the CMA has finally concluded the Google facet of the investigation, while the Amazon investigation rolls on for now.

As part of the deal, the CMA says that Google is putting in place “rigorous steps” to identify and remove fake reviews on Google and Google Maps. This will include removing any identified fake reviews and banning the individuals behind those reviews from posting new reviews. Businesses will also have “warnings” emblazoned across their Google profiles, warning consumers that it has detected “suspicious activity,” while the ability to leave new reviews on that profile will be removed.

While Google does lean on AI and machine learning to identify some fake reviews, it also relies on good old-fashioned human feedback. As such, the CMA says that Google has agreed to implement a new system to make it easier for consumers to report “concerning reviews” — this will also include situations where they have been offered an incentive to post a positive review.

It’s difficult to overestimate the impact that online reviews can have on a business, with CMA research indicating that as much as $23 billion of online spending is influenced by feedback posted publicly by previous customers. As the preeminent search engine in many markets, Google was always going to be a central figure in any efforts to reduce the spread of fake reviews, while Amazon is an obvious target as one of the world’s largest marketplaces.

“Left unchecked, fake reviews damage people’s trust and leave businesses who do the right thing at a disadvantage,” Sarah Cardell, chief executive at the CMA, said in a statement. “The changes we’ve secured from Google ensure robust processes are in place, so people can have confidence in reviews and make the best possible choices. They also help to create a level-playing field for fair dealing firms.”

The CMA has targeted other online platforms in the past over issues related to fake reviews, including Facebook and eBay. In the U.S., meanwhile, the Federal Trade Commission (FTC) recently finalized a new rule prohibiting specific practices around fake reviews, with penalties of up to $51,744 per violation.

As part of their agreement, the CMA says that Google will report back to it over a three-year period to provide progress updates.

A Google spokesperson said that it already blocks millions of fake reviews annually, many of which before they’re even published. “Our work with regulators around the world, including the CMA, is part of our ongoing efforts to fight fake content and bad actors,” the spokesperson said.