Has Autotrader been lying to you? Investigation launched by CMA

If you’ve spent any time searching for a car on AutoTrader recently, you’ve likely relied on those gold stars to help you decide which dealership to trust. But today, the Competition and Markets Authority (CMA) has dropped a bombshell that might change how you browse new and used cars for sale forever.

The UK’s consumer watchdog has officially opened an investigation into AutoTrader and the review platform Feefo. The core of the concern? The suppression of negative feedback.

Why is Autotrader being investigated?

Poor reviews are allegedly being hidden

Regulators are tackling claims that AutoTrader and Feefo scrubbed 1-star reviews from their platforms. By allegedly “moderating” away the bad experiences, the platform may have denied car buyers a “fully rounded picture” of who they are actually buying from.

In a market full of scams, the CMA’s Chief Executive, Sarah Cardell, was blunt:

“Fake reviews strike at the heart of consumer trust… people need to know they’re getting genuine information – not reviews or star-ratings that have been manipulated to push them towards the wrong choice.”

What will happen to Autotrader?

This is a serious legal crackdown under the new Digital Markets, Competition and Consumers Act 2024. If found to be misleading consumers, these companies face fines of up to 10% of their global turnover.

My advice to you is: Don’t take star ratings at face value. Big companies make a lot of money from advertisers, so they won’t want to jeapordize income with poor reviews. Always check multiple platforms and look for independent, data-backed experts who don’t have a financial incentive to hide the truth.

For honest opinions, check out my latest car reviews.

A Note for UK Dealerships: Building an honest relationship with your customers has never been more vital. If you are looking for a cost-effective way to advertise your stock while building genuine trust with buyers in Glasgow and beyond, check out my digital marketing services for car dealerships.