In the past decade, customer reviews have become one of the most influential assets for the reputation, competitiveness and sustainability of businesses. Platforms like Google, TripAdvisor, Yelp, social media and online sales sites have turned users’ ratings into a key step in the consumer’s decision-making process. Recent figures indicate that a large majority of consumers consult reviews before purchasing a service or product, and that these reviews directly influence their choice of one provider over another.
For businesses in all sectors, from hospitality and tourism to retail or professional services, reviews have turned into a strategic driver of visibility and trust. Today, high ratings and positive reviews not only attract more customers, but also improve ranking in search engines, strengthen brand image, and promote a perception of reliability and quality.
However, this new digital paradigm has also introduced significant risks: fake or misleading reviews. Untruthful comments, generated by bots, competitors or users with ulterior motives, can distort the public perception of a business and cause reputational and economic damage.
The importance of reviews
(i) Direct influence on purchase decisions
Reviews serve as social testimony. Consumers tend to trust the experience of other users more than traditional advertising. A positive rating can be the decisive factor in choosing a product or service, while a negative one, even if it is in the minority, can dissuade potential customers.
(ii) Effects on online visibility
Search engine and recommendation algorithms take into account user ratings to rank businesses in relevant results. This means that good review management not only improves reputation, but also boosts the business’ online presence.
(iii) Feedback for continuous improvement
Beyond its commercial impact, reviews offer qualitative and quantitative information about operational and customer service aspects. They allow for identifying strong points and areas for improvement, catalysing internal processes for optimisation and retention.
That said, precisely because reviews have turned into a decisive economic factor, their manipulation has also become relevant. The greater their impact on the market, the greater the incentive to use them improperly. It is in this context where the phenomenon of fake reviews has emerged.
The impact of fake reviews
(i) The distortion of competition
Fake reviews can manipulate market perception, favouring competitors or unfairly punishing serious businesses. This does not only affect individual reputation, but also the integrity of the market and consumer trust.
(ii) Reputational and financial damage
A wave of untrue negative reviews can erode user trust, decrease sales and force businesses to invest significant resources in crisis management and their online reputation. In sectors like tourism or hospitality, the impact can be particularly severe due to the high dependency on online review platforms.
(iii) Confusion for consumers
When reviews do not reflect real experiences, consumers receive unreliable signals, leading to purchasing decisions that are not based on accurate information. This is detrimental to consumers’ rights and commercial relationships.
Legal response: Law 10/2025 on customer service
Aware of these challenges, Spanish lawmakers recently passed the Law 10/2025, of 26 December, regulating customer service, published in the Official State Bulletin on the 27th December 2025. Among many other provisions on customer service, this regulation introduces specific measures to ensure the accuracy of consumer reviews and provides legal tools to combat unfair online practices.
(1) Reviews connected to recent experiences
The law establishes that reviews may only be published for goods or services purchased or used within 30 calendar days prior to the date of publication. This limitation seeks to ensure that reviews correspond to the real and recent experiences of consumers, reducing the possibility of fraudulent or irrelevant comments.
(2) Right of reply and request for removal
A key new tool in the new regulation is that business can exercise a right of reply and request that reviews are deleted when they can prove that they are not true. To do so, it will be necessary to conclusively demonstrate that the author of the comment has not bought the product or service, or that the content is misleading or false.
This change strengthens the position of business owners against unfounded content that damages the reputation of the business and harm its competitiveness.
(3) Transparency and evaluation systems
The law requires businesses that manage reviews to implement systems to verify the authenticity of these ratings, ensuring the reliability of information available to consumers. Likewise, periodic evaluations and audits that verify the quality of customer service are required, including the handling of user feedback.
(4) Penalty system
Non-compliance with the obligations set out in Law 10/2025, including those relating to reviews and customer service, may result in consumer protection violations and administrative penalties. This forms an additional incentive for businesses to adopt good practices and effective mechanisms for managing reviews.
How should businesses respond to fake reviews?
In light of the new regulatory framework, businesses should develop clear policies and procedures to protect their digital reputation.
(1) Constant monitoring of reviews
Establishing systems to monitor reviews published on relevant platforms allows suspicious or clearly fake reviews to be detected in a timely manner.
(2) Retention of sales evidence and experiences
In order to justify the removal of a review under Law 10/2025, it is essential to have documentary evidence (invoices, records of services provided, or proof of consumption) proving that the comment does not correspond to a real experience.
(3) Policy for transparent and respectful responses
Responding to a questionable review in a professional, reasoned and transparent manner not only helps to improve other consumers’ perception, but also shows the business’ commitment to quality and truthfulness.
(4) Specialised legal advice
Given the complexity of the situations that may arise, especially when it relates to a large volume of fake reviews or when it affects the company’s big decisions, having expert legal advice is key to designing robust regulatory compliance strategies and avoiding reputational or punitive risks.
Conclusions
In an increasingly more digitised ecosystem, customer reviews are a key strategic element for any business. Their influence on consumer decision-making and the global perception of a brand requires proactive, ethical management in accordance with current regulations.
Law 10/2025 on customer service introduces a legal framework that requires companies to guarantee the accuracy of reviews, provides mechanisms to combat fake reviews, and strengthens consumer protection. Integrating these obligations into customer service policies is not only a legal requirement, but also an opportunity to enhance online reputation, strengthen user trust, and consolidate a sustainable competitive advantage in the market.
Shameem Hanif Truszkowska
Vilá Abogados
For more information, contact:
6th of March 2026
