Tech giants, Amazon and Google are being investigated by British regulators for an alleged fake product review which was not removed from their platforms.

The investigation involves the regulators trying to find why they have not protected shoppers from fake product reviews, which they have also referred to as the violation of consumer protection law.

This probe which has been tagged the latest is coming when a handful of investigations has already piled up against tech companies globally, CNN reports.

Meanwhile, claims of anti-competitive behavior is a crucial area that officials and policy makers have scrutinized and have a close eye on.

The angle of huge fines and increase in pressure on companies cannot be ruled out as the former may come to pass as investigations commences.

Another effect of this development is a change which will obviously take place in the way Facebook and Apple do business.

.In reaction to this development, CMA chief executive Andrea Coscelli, in a statement said,

“Our worry is that millions of online shoppers could be misled by reading fake reviews and then spending their money based on those recommendations,”

“Equally, it’s simply not fair if some businesses can fake 5-star reviews to give their products or services the most prominence, while law-abiding businesses lose out.”

This was his reaction as the UK Competition and Markets Authority (CMA) on Friday disclosed that its formal inquiry, which builds on a preliminary probe launched last May, could force Amazon and Google to change the way they deal with fake reviews or result in court action.