Rocio Concha, Which? Director of Policy and Advocacy, said:
“Algorithms can help consumers find suitable products and services as well as good deals, but can also be used to track and monitor behaviours in ways they are unaware of, leading to them being manipulated or misled – either accidentally or by design.
“From pressure-selling tactics by online accommodation booking sites to unscrupulous sellers using fake reviews to game their way to a valuable Amazon’s Choice endorsement, too often algorithms can lead to consumers losing out.
“If the regulator finds that some companies are using algorithms to harm consumers, it must work alongside the new Digital Markets Unit and be prepared to step in and take action.”
Notes to editors