How To Handle Review Spam: Protecting Your Reputation from Fake Reviews

Negative reviews alone are enough to scare away potential customers and harm your credibility and reputation. When those reviews are false and spammy, the damage becomes even more concerning.

Online review spam is more than just a nuisance to your brand; it’s a serious threat that can erode the trust of existing customers and turn away potential customers. 

Fortunately for businesses, the Federal Trade Commission (FTC) is taking steps to ban fake reviews. But you don’t have to wait for review platforms like Google and Yelp to step in. 

In this blog, we’ll show you how to proactively monitor, manage and protect your online reputation from the harmful effects of review spam.

Included in this blog: 

• What Is Review Spam?
• 4 Types of Review Spam
• Why Review Spam Is a Serious Problem
• How To Spot a Fake Review
• How To Handle a Fake Negative Review
• How To Prevent Review Spam

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What Is Review Spam?

Review spam is a black-hat strategy involving fake, misleading or manipulative reviews posted online. This fraudulent-review strategy unfairly misaligns a business’s reputation by sharing fake experiences from those claiming to be customers. 

While these reviews can be positive or negative, neither is a genuine experience from a real customer.

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4 Types of Review Spam

The different types of review spam can include:

Fake Negative Review

Copy: “We had a terrible experience! The staff was very rude and the manager made us leave when we complained. My food took over an hour to arrive, and when it did, it was cold and tasted awful. I wouldn’t recommend this place to my worst enemy!.” (Reality: The reviewer never actually visited the business and is intentionally trying to harm its reputation.)

The most common type of review spam is deliberately misleading bad reviews designed to harm a business’s reputation. These can come from competitors, disgruntled former employees, random internet trolls or unhappy customers who want to harm your reputation with exaggerated or multiple negative reviews. 

Fake Positive Reviews

Copy: “Best service ever! I’ve been to hundreds of restaurants, but this one blows them all away. The staff knew my name before I even introduced myself, and the food was the best I’ve ever had. Don’t believe the negative reviews here, this place is a must-visit if you’re in the area.”

Fake positive reviews can be used dishonestly to boost a business’s reputation. These reviews may be written by the company itself, paid reviewers or bots. With the FTC working with platforms to crack down on fake reviews, businesses caught engaging in fake positive reviews can experience profile suspensions, loss of credibility and legal consequences.

Bot-Generated Reviews

Copy: “Great product! Works exactly as expected. High quality and very durable. Fast shipping and excellent customer service. Would definitely buy again. Highly recommend!”

With the rise of AI, bot-generated reviews have become a bigger problem. These reviews often have generic wording and unrealistic star ratings. Bots can be automated to flood a business page with fake praise or negative attacks, skewing public perception. While review platforms use AI detection tools to filter out bot activity, some can remain undetected.

Mass Spam Attacks

	Copy: “Horrible customer service! They should be shut down!”
	“They should be shut down! Horrible customer service!”
	“One of their employees is a terrible person, so they must have horrible customer service!”

A mass spam attack, also known as review bombing, occurs when a business receives an overwhelming number of fake, usually negative reviews in a short period. These attacks are often coordinated by bad actors and driven by viral outrage or social media backlash. 

For instance, if a person in a viral video is acting badly, users can identify that person, find out where they work and attack any business affiliated with them. Review bombing can come from different users and result in many fake ratings, making it extremely difficult for a business to recover. 

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Why Review Spam Is a Serious Problem

Review spam is more than just an annoying issue with trolls or bad actors — it can distort how users see your business. Left unaddressed, they can misguide customers’ buying decisions, leading to financial losses and cause irreversible reputational damage to your brand.

Here are some reasons why you should take review spam seriously:

The Negative Impact on Your Brand 

While some users are more discerning and can spot fake reviews, many can’t tell the difference. As a result, a barrage of negative reviews could deter them from taking the next step of the customer journey with your brand. Aside from the significant financial loss, the degraded customer trust and brand reputation can be difficult to repair. 

Fake Reviews Mislead Consumers

Potential customers rely on genuine feedback from real people. Fake reviews make it difficult to separate real experiences from fabricated ones. A fake five-star review might convince someone to buy a low-quality product, while a flood of negative reviews could drive customers away from a legitimate business. In both cases, consumers lose trust in the review system, making it harder for honest businesses to compete.

Impact on Local Search Rankings and SEO

Search engines like Google factor in reviews for local search results. For local search engine optimization (SEO) strategies, an influx of fake negative reviews can make you less likely to appear on Google Local Pack. On the other hand, businesses caught posting fake positive reviews risk penalties, including profile suspensions and removal from search results. 

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How To Spot a Fake Review

Not every negative review is fake. However, there are some ways to spot them. Knowing how to tell if a review is fake is key to protecting your reputation. 

• Look at the Review’s Language: Whether dealing with reviews from bots, AI or bad actors, some details can suggest they’re fake:

• Vague and Generic Language: Bots often use vague or generic language to post negative reviews relevant to different types of businesses. Real reviews often include details expounding on what was good or bad about a customer’s experience.
• Exaggerated Language: Extreme wording can be a red flag. This can include someone calling a product either “the absolute best ever” or “a total scam,” as well as highly unlikely claims about the product or service.

• Unusual Review Spike: If you suddenly receive five —or one-star reviews within a short period without any review generation efforts, most or all the reviews may be suspicious.

• Look at the Reviewer: Fake reviewers often have some indicators that they are spam:

• New Accounts: Those using accounts made very recently and have no history of reviews.
• Unrealistic Behavior: Look at their history of reviews and see if they review multiple stores on the same day or have an unrealistic review timeline (such as reviewing businesses in faraway locations in a short time).

• Use a Fake Reviews Checker: Many platforms and third-party online review management platforms have features in place to detect, flag and manage fake reviews. 

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How To Handle a Fake Negative Review

If you’ve identified fake reviews, take immediate action. Ignoring them can harm your reputation, rankings and revenue, so it’s essential to handle them as soon as possible. 

1. Report the Review

Most review platforms have fake reviews checker features and policies against fake or misleading reviews. Reporting fraudulent reviews is the first step in getting them removed.

• Google: Google has policies against inappropriate reviews that violate their policies. Read Google’s review policy violations on how to remove a negative Google review and follow their guides to flag reviews.
• Yelp: Mark the review as suspicious and submit a support ticket explaining why it’s fake.
• Amazon: Use the “Report Abuse” button under the review or contact Amazon’s customer service directly.
• Facebook: Report the review using the “Give feedback on this review” option.

Keep in mind that some online review management platforms won’t automatically delete a review if it’s flagged. Providing clear reasons why the review is fraudulent can help your case, but this isn’t guaranteed.

2. Respond Strategically

We recommend responding to all reviews – including negative and fake reviews that platforms haven’t removed. This can mitigate damage to your reputation, as users can respond positively based on your honesty and transparency. Here are some examples of how to react professionally to review spam:

• For fake negative reviews: “Hi [Reviewer’s Name], we take customer feedback seriously, but we can’t find any record of your visit. Please reach out to us at [contact info] so we can address any concerns.”
• For fake positive reviews: “We appreciate all feedback, but we encourage reviews from real customers who have experienced our service firsthand.”

3. Encourage Real Reviews

The best way to combat fake reviews is to flood them with legitimate ones. The more real reviews you have, the less impact fake ones will have on your overall rating. Encourage customers to leave honest feedback by:

• Asking Satisfied Customers Directly: A simple follow-up email or message can remind them to leave a review. 
• Simplify Their Review Process: Provide direct links to your review pages on relevant platforms. 
• Offering Great Service: Genuine, positive experiences naturally lead to authentic reviews.

4. Take Legal Action as a Last Resort

If fake reviews are causing you significant reputational damage and platforms refuse to remove them, legal action may be an option. Businesses have successfully sued individuals and competitors for defamation and fraudulent review practices. Before taking this step:

• Gather Evidence: Document patterns, reviewer profiles and any proof that the reviews are fake. 
• Consult a Legal Expert: An attorney specializing in defamation or business law can advise on the best course of action. 
• Consider Alternative Options: In some cases, publicly addressing the issue or working with reputation management services can be more effective than a lawsuit.

Keep in mind that lawsuits can be time-consuming and costly. Weigh the benefits of seeking legal action to determine if it’s worth pursuing. 

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4 Tips on How To Prevent Review Spam

You can’t exactly stop people from attacking your business through review spam. However, with the right online review management plan, you can take proactive steps to protect your business’s reputation: 

1. Regularly Monitor Reviews

You should be monitoring your reviews regularly to spot fake reviews as soon as possible. The longer a fake review stays up, the more users can see it and base their decisions on it. Some ways to maintain consistent monitoring include:

• Manage Google Business Profile Notifications: You can choose to get notifications when users leave reviews on your profile or mention your business name. Follow Google’s guide to managing your notifications. 
• Use Review Monitoring Tools: An online review management platform can help you with review monitoring, review generation and other aspects of online reputation management. These help you track new reviews across multiple platforms. 

2. Educate Customers on How and Where to Leave Reviews

The more authentic reviews you receive, the harder it is for fake ones to sway your overall rating. Genuine reviews are much more detailed, highlighting the difference between exaggerated or vague spam reviews. Some ways to drive review generation include:

• Make It Easy: Provide QR codes or links to review platforms on your website, emails and receipts. This makes it easier for them to find where they can leave their reviews.  
• Let Them Know What’s Helpful: Instead of asking for a generic review, ask them to write about your product or service and their overall experience. Asking what could be improved can also prompt them to provide a more balanced review.  

3. Use Verified Review Platforms

Some platforms offer extra layers of security, such as fake reviews checker software, to prevent fake reviews from being posted in the first place. Google Business Profile uses AI to detect suspicious activity and remove spam, while Amazon and TrustPilot only allow customers who have made purchases to leave a review. 

Using these platforms reduces the likelihood of spam slipping through. However, keep in mind that some fake reviews can still slip through the cracks. 

4. Stay Updated on New Regulations

Governments and review platforms are cracking down on fake reviews, and businesses need to stay informed to avoid penalties or missed opportunities. The FTC’s new rule bans fake reviews, and violations could lead to fines or legal action. This has also led platforms like Google and Amazon to update their review policies, making it essential to stay compliant.

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Protect Your Reputation With Thrive Local’s Online Reputation Management Solutions

Review spam can be a real threat to your business’s reputation and revenue. While review platforms are cracking down on fake reviews, protecting your online presence is important before spam can cause lasting damage.

Don’t let fake reviews dictate your business’s success. With Thrive Local, you can stay ahead of review spam and fake reviews with comprehensive online reputation management. 

Contact Thrive Local today to protect your reputation and ensure your customers see the best parts of your business.

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Frequently Asked Questions About Handling Review Spam