If, after investigating, the CMA considers the firms have broken consumer protection law, it can take enforcement action. This could include securing formal commitments from the firms to change the way they deal with fake reviews or escalating to court action if needed. However, the CMA has not reached a view on whether Amazon and Google have broken the law at this stage. Fake and misleading reviews have the potential to impact on businesses' star ratings and how prominently companies and products are displayed to consumers, changing their whole shopping experience.