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Social media sites, brands warned over hidden ads, fake reviews in UK guidance

( August 28, 2025, 15:11 GMT | Official Statement) -- MLex Summary: Social media platforms should detect, prevent and remove hidden advertising and fake reviews under updated UK guidance published today by the Competition and Markets Authority, or CMA. The new principles, updated in accordance with the Digital Markets, Competition and Consumers Act, stress that platforms must proactively use algorithms, enforce sanctions, and provide easy reporting tools to tackle illegal endorsements. The CMA also updated today its guidance for brands, PR agencies and influencers on labeling paid posts. Businesses were warned they could face enforcement if creators they work with fail to mark content as ads.Statement follows. Guidance documents attached....

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