The President of the Office of Competition and Consumer Protection (UOKiK) in Poland issued decisions against two firms for posting fake reviews about products and services, with fines totaling 85,000 PLN. The reviews were aimed at boosting the reputation of the items.

The companies were found to have misled consumers by posting reviews on various online portals like Google Maps and TripAdvisor without actually using the services or products they reviewed. They also offered to publish pre-prepared reviews from their clients, potentially deceiving consumers who rely on such feedback.

The UOKiK President highlighted that the fake reviews created a false impression of genuine customer opinions, misleading consumers and unfairly boosting the reputation of the sellers. The actions not only harm consumers but also honest businesses that collect feedback lawfully.

The UOKiK imposed financial penalties on the companies, with one firm fined 35,000 PLN and the other 50,618 PLN. Both companies were ordered to inform about the decisions on their websites and Facebook. They have ceased offering the service of posting fake reviews, and the decisions can be appealed in court.

Aside from the recent cases, the UOKiK is also investigating other companies for similar practices, such as Mastermarketing A&K LTD in London and Tomasz Ciuła Project Management in Nowy Sącz, which could face fines up to 10% of their turnover. The authority is also looking into the practices of Energia dla Przyszłości in Warsaw, particularly regarding a contest involving individuals who gave high ratings to the company on social media.

Businesses allowing customer reviews on their websites must verify their authenticity, refrain from artificially inflating ratings with ordered reviews, and publish both positive and negative feedback. The Omnibus Directive has clarified rules on consumer reviews, requiring businesses to disclose how they verify authenticity and whether they include negative opinions.