Business | Posted on May 29th, 2026 | return to news

Beware fake reviews says Dorset funeral director

Douch Family Funeral Directors says people should be wary of reviews that feel a bit too slick and which read like they have been perfectly crafted.

Fake and misleading online reviews are blighting many businesses including funeral directors.

Nick Douch, managing director of Douch Family Funeral Directors, which runs seven branches across Dorset, said dishonest reviews are harming reputable businesses and misleading people at their most vulnerable.

The Competition and Markets Authority has launched an investigation into the practice after concerns that some companies are publishing fabricated or manipulated reviews to gain an unfair advantage.

Nick said: “Most businesses are honest and reviews are from genuine customers, but there are some who are simply making them up.

“This is dishonest, it is 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.

“Across our seven branches we have built up over a thousand genuine 5* reviews and we are proud of every one of them.

“We fully support any investigations into the sharp practice of fake reviews and while the platforms hosting them do their best, it is can be difficult to weed out the fake reviews.”

The CMA has issued guidance to help consumers identify fake reviews. It advises that people read the full review rather than simply looking at the star-rating.

It also warns customers to be on their guard against AI-generated reviews and that if a review ‘feels a bit too slick, reads like it’s been perfectly crafted’ it may not be real; ‘Trust your instincts,’ it adds.