Warning to millions of homeowners after 850 fake tradesmen caught | Bristol Live

Millions of homeowners in the UK have been warned about the rising threat posed by fake tradesmen, as recent figures reveal that around 850 rogue traders were blocked from a major platform in the past year. Checkatrade, a popular UK website that connects consumers with vetted tradespeople, has highlighted how the growing use of artificial intelligence (AI) is increasingly putting households at risk of falling victim to unverified and potentially dishonest service providers. Despite tighter regulations and increased scrutiny from the Competition and Markets Authority (CMA), many so-called 'cowboy traders' are finding new ways to slip through the cracks. Jambu Palaniappan, the CEO of Checkatrade, expressed concern that AI-driven search engines and platforms might inadvertently bypass consumer protections. According to Palaniappan, AI tools are often pulling information from sources that do not comply with the CMA’s rules, which require platforms to thoroughly vet tradespeople, verify reviews, and disclose any commercial relationships. This means that while consumers are increasingly relying on AI to find tradespeople – with about 11% reportedly using AI search services – they may not be getting the same safeguards they expect from regulated platforms. Checkatrade itself has been proactive in combating fake tradespeople and reviews. The company reported blocking nearly 400 rogue traders since April alone, and over 850 in total over the last year. It uses advanced machine learning models to detect fake reviews by analyzing behavior patterns at multiple levels – including the reviewer, the review content, and the tradesperson’s profile – to flag suspicious activity. The CMA introduced new guidelines in April aimed at ensuring that websites and apps involved in connecting consumers with traders maintain high standards to protect customers. These guidelines mandate that platforms verify customer reviews properly, disclose any commercial ties, and vet the tradespeople listed on their sites. Despite these efforts, Palaniappan warns that AI-driven searches are quietly undoing much of this regulatory progress by sourcing data from platforms that don't follow these strict vetting procedures. Palaniappan stressed the importance of maintaining a level playing field, where all platforms and AI services operate under similar consumer protection rules. While AI brings many positive opportunities and efficiencies, unchecked or poorly regulated AI tools could expose millions of UK homes to the risks of cowboy traders, undermining trust and safety in home improvement services. The challenge remains to harness AI’s potential responsibly while ensuring robust safeguards remain in place to protect consumers from fraud and malpractice in the trades sector.