LONDON, U.K.: Britain's competition regulator has opened investigations into five companies, including AutoTrader and Eat, as part of a wider crackdown on fake reviews and misleading online ratings.

The Competition and Markets Authority (CMA) said the probes follow earlier action against major tech platforms Amazon and Google, which resulted in changes to improve how fake reviews are detected and handled.

The latest investigations have been launched under newly expanded powers that allow the CMA to determine breaches of consumer protection law and take direct enforcement action, including imposing fines and requiring companies to change their practices.

Among the companies under scrutiny, online car marketplace AutoTrader and reviews platform Feefo are being examined over concerns that one-star reviews were not published on AutoTrader's website, potentially distorting overall ratings.

Food delivery company Just Eat is also being investigated over whether it inflated ratings for some restaurant and grocery partners.

The regulator said meal kit provider Pasta Evangelists may have offered discounts in exchange for five-star reviews, while funeral services company Dignity is accused of encouraging staff to post positive reviews about its own services.

The CMA said it has not yet reached any conclusions on whether consumer law has been breached.

However, the investigations could lead to findings of unlawful conduct, with potential penalties including fines of up to 10 percent of a company's global turnover.

"We've given businesses the time to get things right. Now we're deploying ⁠our new powers to tackle some of the most harmful practices head on", said CMA chief executive Sarah Cardell.

The move signals a tougher stance by UK regulators on online consumer protections, particularly as digital platforms play an increasingly central role in influencing purchasing decisions.

Fake or misleading reviews have been a growing concern for regulators globally, with authorities seeking to ensure greater transparency and fairness in online marketplaces.