An agent was reported to the Advertising Standards Authority after a series of favourable Google reviews.
The reviews appeared on the right-hand side of the page when “Ace Relocations” was searched for on Google.
A complainant, who believed the reviews were paid for, challenged whether the Google reviews for Ace Relocations, in Putney, London, were genuine.
The complaint was resolved informally.
An ASA spokesperson said: “The advertiser confirmed that they have removed the reviews and in future will be monitoring their reviews.”
Yesterday, a Google search for Ace Relocations showed 181 Google reviews with an average 4.2 rating.
There is no suggestion that Ace Relocations did buy any reviews – a practice which is possible but not recommended, according to a number of online blogs.
The Competition and Markets Authority is the enforcement authority, and could bring action under consumer protection regulations. The CMA says that all reviews must be “genuine, relevant and lawful”.