Warning to millions of homeowners after 850 fake tradesmen caught | Wales Online

Millions of homeowners across the UK are being warned about the rising threat of fake tradespeople, as a major platform for vetted professionals reported blocking hundreds of rogue traders recently. Checkatrade, a trusted service used by many to find verified tradesmen, revealed that it has stopped around 850 dishonest traders from joining its platform over the past year. Nearly 400 of these blocks have happened since April alone, showing a sharp increase in attempts by unqualified individuals to access consumers through online listings. The surge in fake traders is being partly blamed on the widespread use of artificial intelligence (AI) in consumer searches. Jambu Palaniappan, the CEO of Checkatrade, highlighted concerns that AI-powered search tools are unintentionally bypassing consumer protections. This happens because AI systems often pull data from sources that haven’t properly vetted their tradespeople, exposing millions of households to unvetted and potentially rogue operators. Palaniappan emphasized that while AI has many benefits and Checkatrade itself uses AI to detect fraudulent reviews, the technology also creates new risks if left unchecked. In April, the UK’s Competition and Markets Authority (CMA) introduced fresh guidelines aimed at tightening up the vetting of tradespeople listed on websites and apps. These rules require platforms to verify customer reviews, clearly disclose any commercial relationships, and thoroughly check the credentials of the tradespeople they advertise. Despite these efforts, the rise of AI search tools that scrape data from less regulated platforms threatens to undermine this progress, as they don’t always comply with the CMA’s standards. Checkatrade reported that about 11% of consumers now use AI-driven search services to find tradespeople, reflecting a growing shift in how people seek home repair and improvement help. To combat the problem of fake reviews and rogue traders, Checkatrade has deployed machine learning models that analyze patterns at the reviewer, review, and trade levels to spot suspicious behavior and fake feedback. This proactive use of AI helps maintain trust on their platform but also shows the double-edged nature of AI in this sector. With the increasing integration of AI in consumer interactions, there’s a clear need for a balanced approach that protects consumers from scams while embracing technological innovation. The industry is calling for a level playing field where all platforms and AI-powered services adhere to strict vetting rules to safeguard homeowners. As AI continues to evolve, both regulators and businesses must work closely to ensure that the benefits of technology do not come at the cost of consumer safety and trust.