They might have some problems with the Advertising Regulator, but their bigger problems would be with the Competitions & Market Authority. Misleading & deceptive conduct to sell your goods is illegal in the UK (and the EU & Australia and other places).
Negative reviews would seriously open you to being sued by the people you are review bombing..
How often is this enforced?
There are certainly a lot of interesting subtleties and implications here though.
There have been multiple calls to reform it as the law obviously does not conform to European and International standards, but I believe the reforms haven't gone anywhere yet.
[1] > Under Article 230-1 of the Criminal Code of Japan:
> “(1) A person who defames another by alleging facts in public shall, regardless of whether such facts are true or false, be punished by imprisonment with or without work for not more than three (3) years or a fine of not more than 500,000 yen.”
Personally I like the UK model where the speaker is on the hook for knowing what they say is true. It shouldn't be too much to ask people to avoid making an unfounded claim ...
If you made up 100 negative reviews that’s going to be tricky.
In the UK, you are expected to prove that it is true for the defense to work though, whereas in the US it's generally enough to be able to argue that you reasonably believed that what you said was true. Hence why the UK is a favorite location for celebrities/companies/... to sue compared to the US: It's a lot harder to defend reporting based on hearsay and indirect conclusions there.
My limited understanding (not a lawyer, just a rando) is that truth may be an absolute defense to defamation in the US, but defamation isn't the only ground you want to cover here.
In particular, "public disclosure of private facts" seems to be illegal without the subject's consent in some states. [1] I can't tell if the effective law is significantly different in the UK, or whether the main difference is just the semantics of whether it'd fall under "defamation" or something else.
[1] https://www.shouselaw.com/ca/personal-injury/harm-to-reputat...