Britain’s competition watchdog has vowed to tackle fake and misleading online reviews “head on” as it launched investigations into firms including Just Eat and Autotrader.

The Competition and Markets Authority (CMA) said reviews are used by 90% of consumers when they buy over the internet and play a large part in the UK’s over £200 billion online retail sector.

But up to 50% of online reviews are fake, according to recent research by tech firm Truth Engine.

The CMA said its latest action against firms comes as part of a clampdown on fake and misleading reviews as shoppers increasingly rely on customer feedback when shopping online.

Emma Cochrane, executive director for consumer protection at the CMA, told the Press Association: “It’s so important that consumers can have trust in those reviews because we know that nine in 10 of us rely on them when we’re shopping, and that retail shopping in the UK is billions of pounds worth a year.

“It’s so important that consumers can have trust and confidence when they’re shopping online.”

Here are the CMA’s tips for spotting and avoiding fake reviews:

– Read the reviews

Shoppers often get taken in by five-star ratings without actually reading what people have to say about a product or service.

“You’ll be surprised at how many reviews sound dubious, overly vague or even totally unrelated to the item they’re supposedly endorsing,” the CMA said.

– Be alert to AI-generated reviews

Artificial intelligence (AI) can be used to make fake reviews sound fluent, polished and highly convincing.

“If a review feels a bit too slick, reads like it’s been perfectly crafted, or uses very similar wording to others, it may not reflect a real customer’s experience,” the CMA warned.

– Take a look at the other ratings

Look beyond the five-star ratings.

Three or four-star reviews are less likely to be fake, and they can be more useful to give a genuine, overall assessment.

– Check out multiple sites

Looking across several sites can help shoppers see patterns and provide a more consistent picture.

“Check a few different review sites. If you’re seeing the same kind of reviews coming up again and again, it’s more likely to be fake,” said Ms Cochrane.

Gold futures traded higher on the Multi Commodity Exchange (MCX) on Friday with key contracts registering gains of up to 1.6 per cent amid firm buying interest and supportive global cues.The April 2026 gold contract rose by Rs 2,290, or 1.64 per cent, to trade at Rs 1,41,783 per 10 grams. The contract moved between an intraday low of Rs 1,40,287 and a high of Rs 1,42,800. The June 2026 contract, which saw higher trading activity, gained Rs 1,921, or 1.35 per cent, to Rs 1,44,435 per 10 grams. During the session, it touched a low of Rs 1,43,652 and a high of Rs 1,45,773. Meanwhile, the August 2026 contract advanced by Rs 1,480, or 1.02 per cent, to Rs 1,47,100 per 10 grams, with an intraday range of Rs 1,47,040 to Rs 1,48,600.Here is how gold prices stand across major cities today:

Gold price in Delhi today

Gold prices in the national capital declined, with 24K gold quoted at Rs 14,486 per gram, down Rs 218, while 22K gold slipped Rs 200 to Rs 13,280 per gram.

Gold price in Mumbai today

Mumbai bullion markets also saw a drop, with 24K gold priced at Rs 14,471 per gram, down Rs 218, and 22K gold at Rs 13,265 per gram, lower by Rs 200.

Gold price in Chennai today

Chennai recorded a sharper decline, with 24K gold selling at Rs 14,651 per gram, down Rs 262, while 22K gold dropped Rs 240 to Rs 13,430 per gram.

Gold price in Kolkata today

In Kolkata, 24K gold was quoted at Rs 14,471 per gram, down Rs 218, while 22K gold stood at Rs 13,265 per gram, lower by Rs 200.

Gold price in Hyderabad today

Hyderabad markets reflected a similar trend, with 24K gold priced at Rs 14,471 per gram, down Rs 218, and 22K gold at Rs 13,265 per gram, slipping Rs 200.

Gold price in Bangalore today

In Bangalore, 24K gold was quoted at Rs 14,471 per gram, down Rs 218, while 22K gold was selling at Rs 13,265 per gram, lower by Rs 200.

Gold price in Ahmedabad today

Ahmedabad bullion markets showed declines, with 24K gold at Rs 14,476 per gram, down Rs 218, while 22K gold fell Rs 200 to Rs 13,270 per gram.

Gold price in Lucknow today

In Lucknow, 24K gold was priced at Rs 14,486 per gram, down Rs 218, while 22K gold moved lower by Rs 200 to Rs 13,280 per gram.

Gold price in Patna today

Patna markets also recorded weaker rates, with 24K gold quoted at Rs 14,476 per gram, down Rs 218, and 22K gold at Rs 13,270 per gram, lower by Rs 200.

Gold price in Jaipur today

In Jaipur, 24K gold was quoted at Rs 14,486 per gram, down Rs 218, while 22K gold stood at Rs 13,280 per gram, down Rs 200.