*

CMA started fake-review probe into Google and Amazon in

2021

*

Investigation into Amazon ongoing

*

CMA's stronger consumer powers due to come into force in

April

(Adds background on probe in paragraphs 3, 5, detail on CMA's

approach in 9-11, update on Amazon in 4, CMA CEO in 6, 7, Google

response in paragraph 8)

By Muvija M

LONDON, Jan 24 (Reuters) - Google will do more to tackle

fake reviews, including sanctioning UK businesses and people

involved in manipulating star ratings, Britain's competition

regulator said on Friday following a lengthy investigation.

The U.S. tech giant has also committed to putting "warning"

alerts on the profiles of British businesses that used fake

reviews to boost their ratings, the Competition and Markets

Authority (CMA) said in a statement.

The watchdog started a formal investigation into Amazon

and Alphabet's Google in 2021 over concerns

they were not doing enough to combat fake reviews on their

sites, which are used by millions to inform online purchases.

The investigation into Amazon is ongoing, the CMA added.

As much as 23 billion pounds ($29 billion) of UK consumer

spending is potentially influenced by online reviews annually,

the regulator said, with 89% of consumers using such reviews

when researching a product or service.

"The changes we've secured from Google ensure robust

processes are in place, so people can have confidence in reviews

and make the best possible choices," CMA chief executive Sarah

Cardell said.

"This is a matter of fairness - for both business and

consumers - and we encourage the entire sector to take note."

A Google spokesperson said its work with regulators around

the world, including the CMA, was part of its ongoing efforts to

"fight fake content and bad actors".

From April, the CMA will get new powers allowing it to

decide independently whether consumer law has been broken

without taking a case to court.

The regulator has been ramping up its scrutiny of big tech,

and has this month launched two investigations, one targeting

Google's search services and another Apple and Google's mobile

ecosystems.

However, the government's choice of a former Amazon

executive to chair the CMA has sent mixed signals on its

approach, according to competition lawyers and industry experts.

($1 = 0.8049 pounds)