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Can a free dessert for a five-star review break the law?

Can a free dessert for a five-star review break the law? Since 6 April 2025, fake reviews and concealed incentivised reviews are banned in the UK, and the CMA's own guidance lists offering an existing customer a free or discounted product in exchange for a five-star review. Google bans incentives for reviews outright. Inviting only the happy tables is cherry picking, and on your own website, hiding or burying negative reviews while showing positive ones counts as misleading. If you publish reviews, the CMA says you should have a published policy that clearly prohibits fake reviews. The CMA can fine businesses directly, up to the higher of £300,000 or 10% of turnover.