Register to get free articles
Want unlimited access? View Plans
Already have an account? Sign in
Douch Family Funeral Directors in Dorset has expressed its support for the Competition and Markets Authority’s (CMA) investigation into fake online reviews, warning that fabricated ratings exploit grieving families.
The funeral provider, which has operated in the county for over 110 years, also called for strict actions against businesses using AI and automated systems to distort feedback.
According to managing director Nick Douch, fraudulent reviews disadvantage honest operators within the industry.
The comments follow an inquiry by the competition watchdog into manipulated online reviews. The CMA launched the probe after uncovering evidence that some businesses fabricate testimonials to gain an unfair market advantage.
In light of this, the regulator issued consumer guidance advising individuals to read full review texts rather than relying on star ratings. Officials warned buyers to watch for overly polished language or text that appears machine-written.
Douch said: “Most businesses are honest and their reviews come from genuine customers. But there are some who are simply making them up. That is dishonest, potentially fraudulent, and it disadvantages every business that plays by the rules.
“In our sector this matters more than most. When someone is arranging a funeral they are going through one of the hardest times of their life. They need to know they can trust the business they are turning to.”
Douch Family Funeral Directors operates seven branches across Dorset, including sites in Wimborne, Ferndown, Corfe Mullen, Parkstone, Blandford, Wareham and Swanage. The business holds memberships with the National Association of Funeral Directors (NAFD) and Selected Independent Funeral Homes (SIFH).
