When Reviews Go Wrong: How to Handle Fake and Negative Feedback Online
By Adam Collins, CEO of Ignite SEOOnline reviews can make or break a business - whether fake or unfair. They influence an estimated £23 billion of UK consumer spending annually, making them one of the most powerful indicators of trust online.
But with that influence comes risk. Studies suggest that 30–35% of them may be fake, estimated to cause consumer harm of between £50 million and £312 million per year in the UK.
For small businesses, a wave of one-star reviews can damage rankings, scare off new clients, and create real financial loss.
I recently woke up to a string of one-star reviews posted in the middle of the night. A few hours later, I even had a spammer messaging me directly on WhatsApp. It’s a coordinated attempt to shake trust and it shows just how far these scams go.
So how do you spot the fakes, and what should you do if they hit your business?
4 Signs a Review Might Be Fake
Sometimes, competitors buy fake reviews hoping to harm your rating. Other times, businesses purchase them to boost their reputation or drown out negative feedback. Investigations by Which? have revealed how easy it is to buy and sell these reviews - a practice that misleads customers and damages genuine trust.
Watch out for these red flags:
Spikes in review activity
Several reviews appearing overnight or within a short timeframe.
Generic language
Vague complaints like “terrible service” with no real details.
Suspicious reviewer profiles
Accounts with little history or a pattern of only leaving negative reviews.
Unusual timing of reviews
Bulk reviews posted outside typical business hours.
If these patterns show up, report them through Google, Trustpilot, or whichever platform you use.
What to Do When Fake Reviews Hit
Stay Professional and visible
Don’t ignore them, but don’t lash out either. Potential customers are watching how you handle it.
Report and flag reviews with evidence
Each platform has a removal process. Provide screenshots and client records as evidence.
Build a cushion with genuine feedback
Encourage genuine reviews from happy clients so one fake one-star barely dents your average.
Know your rights
The Digital Markets, Competition and Consumers Act 2024 makes it illegal for businesses to buy or host fake reviews - and regulators now have enforcement powers.
Turning Real Bad Reviews Into Opportunities
Not every bad review is fake. Sometimes it’s a slip-up, a delay, or a mismatch in expectations. In that case:
Acknowledge and apologise where fair
A professional, empathetic response can often turn a critic into a repeat customer.
Fix the issue and improve processes
Whether it’s a service delay, unclear communication, or a product defect, treat the review as free market research.
Balance the narrative with new reviews
One café owner offset a harsh one-star by asking regulars for feedback. Within a week, seven five-stars pushed it down the list.
Keep perspective
Even global brands rack up thousands of one-stars. Customers don’t expect perfection, just transparency.
Collecting More Good Reviews (Without Annoying People)
One challenge many small businesses face is actually getting reviews. Happy customers often mean to, but forget. A few strategies that work:
Ask in the moment
Don’t wait weeks - prompt customers while the experience is fresh.
Make it effortless
A direct link, QR code, or even NFC tag at checkout removes friction.
Explain why it matters
People are more willing when they see they’re helping others choose with confidence, not just boosting your SEO.
Reply to the positives too
Thanking people for their good reviews makes them feel valued - and shows future customers you’re engaged.
Take back control of your reviews
Google, Trustpilot and other review sites matter - but you don’t have to hand over all control. One of the smartest steps you can take is creating a reviews or testimonials page on your own website.
Why it works:
Improve search visibility (so your page shows up when people Google “[your brand] reviews”)
Add context with case studies, photos or client stories
Keep ownership in case platforms remove reviews or suspend listings
Think of it as your reputation home base.
Fake reviews are frustrating, but they don’t have to define your reputation. With a professional response, a steady flow of genuine feedback, and a strategy you control, you can stay one step ahead.
Your reviews are your digital shopfront. If someone spray-painted your door, you’d clean it up quickly. Your online reputation deserves the same care.
For founders, every review - good, bad, or fake - is a chance to show who you are. Stay visible, stay professional, and remember: one bad review isn’t the end of the story. It’s your opportunity to prove why your business is worth trusting.
