Guides › Online Marketplaces › Fake Reviews: What You Can Do
Fake Reviews: What You Can Do
Fake reviews are banned, including paying for or commissioning them, and businesses that publish reviews, including marketplaces, must take reasonable and proportionate steps to prevent and remove them. If a product was not as described, you have the usual rights against the seller, and you can report the seller and the site to Trading Standards.
At a Glance
Your Rights
What the rules say, with a link to the official source for each.
Fake Reviews
Fake Reviews
Fake reviews are a banned practice, including paying for or commissioning them. Businesses that publish reviews, which includes marketplaces, must take reasonable and proportionate steps to prevent and remove fake reviews. source
Marketplace Responsibility
Marketplaces are not legally responsible for products sold by third parties, unlike an ordinary retailer. Some, including eBay and Amazon, offer refund guarantees for faulty, damaged or undelivered items, so check the terms. source
Your Rights
Buying from a Business
Buying from a business: goods must be of satisfactory quality, as described (including in the listing and marketing material) and fit for purpose. This applies to used goods as well as new, and you can seek a refund, repair or replacement. source
Dispute Resolution
If a seller will not resolve a problem, you can try an alternative dispute resolution service and report the seller and the marketplace to Trading Standards. For private sellers, small claims court is an option. source
Paying by Card or PayPal
Paying by card or PayPal gives you a better chance of recovering money, especially with overseas sellers. Citizens Advice advises avoiding bank transfers. source
Time Limits to Know
Miss a deadline and you can lose a right. Check the dates on your own paperwork.
- 14 daysOnline cooling-off period when buying from a business seller14 days (does not apply to private sellers)
- 6 yearsLegal action in England and WalesGenerally up to 6 years after you paid (5 years in Scotland)
Steps to Take
Step 1 of 4
Screenshot the reviews and the listing before they change.
Step 2 of 4
If the item is not as described, or you are within 14 days of buying online, contact the seller in writing. Our free letter templates can write it for you.
Step 3 of 4
Use the marketplace's own buyer protection if you paid through its checkout.
Step 4 of 4
Report the seller and the site to Trading Standards through the Citizens Advice consumer service.
(Tap the numbers to reveal steps)
Where to Go If It Is Not Put Right
Your options, in order, and when each one applies.
The Seller, Through the Marketplace
Always start here, in writing, with a deadline.
The Marketplace's Buyer Protection (for Example eBay Money Back Guarantee)
If the seller will not help and you paid through the site's own checkout. Check the site's time limits.
Your Card Provider or PayPal
If you paid by card or PayPal and the seller will not put it right.
Trading Standards, Through the Citizens Advice Consumer Service
To report a seller or marketplace, or if you are not sure of your rights.
Good to Know
Small things that make your complaint stronger.
Report suspicious reviews to the site too: it must take steps to remove fake ones.
Want Help?
If you would like one of our team to look at your problem, our initial case review is free. We cannot guarantee any outcome and we do not give legal advice.
Lead reviewer
Luke Marley
Founder and Lead Reviewer
Luke founded CPUK in 2026 after seeing how hard it is for ordinary people to get problems with companies put right. He oversees our guides and checks them against official sources.
Research by Katie Burt, Co-founder and Operations Lead (17 years in the care sector, including managing services for vulnerable adults), and the CPUK Research Team. Researched with AI-assisted research tools, then checked and corrected by our team.
Last checked: 12 October 2026. We are not paid by the companies we write about. Adverts never affect our guidance. Read our editorial policy.
Sources and official links
- gov.uk/government/publications/unfair-commercial-practices-cma207/unfair-commercial-practices Checked 12 October 2026
- which.co.uk/consumer-rights/advice/what-are-my-rights-when-buying-second-hand-goods-apeuz1f3nYUK Checked 12 October 2026
- saga.co.uk/magazine/money/spending/consumer-rights/what-are-your-rights-when-buying-second-hand-goods Checked 12 October 2026
- citizensadvice.org.uk/about-us/media-centre/press-releases/citizens-advice-warns-buyers-need-to-beware-as-thousands-of-people-report-being-ripped-off-on-online-marketplaces Checked 12 October 2026
- ebay.co.uk/help/policies/ebay-money-back-guarantee-policy/ebay-money-back-guarantee-policy?id=4210 Checked 12 October 2026