What should I do if a competitor leaves fake reviews?

A fake review from a competitor is frustrating, but the fix is mostly paperwork and patience. Work through the steps below in order, and avoid the urge to hit back.

How do I know a review is fake?

Google’s policy says a review must reflect a genuine experience at the business. These signs point to a fake:

• The reviewer describes a service you do not offer, or a visit that could not have happened.
• Several reviews with similar wording arrive from new accounts in a short period. Google’s policy lists unusual volumes or patterns of reviews as a sign of rating manipulation.
• The reviewer has a conflict of interest. Google names industry competitors, current or former employees, and family relationships as examples.
• The review mentions a competitor by name or pushes readers toward another business.

A harsh review from a real customer is not a fake review. If you can match the complaint to a real job or visit, treat it as feedback instead.

What should I do first?

1. Do not reply in anger and do not retaliate. Do not post reviews on the competitor’s profile. Google does not allow content posted on a competitor’s business to undermine its reputation, and you would be breaking the same rule.
2. Take screenshots. Capture the review, the reviewer’s profile, the date, and any pattern across several reviews. Keep them in one folder.
3. Check your records. Search your job files, invoices, and booking system for the reviewer’s name. Note the result, even if you find nothing.
4. Flag the review to Google. Open your Business Profile, find the review, and report it as a policy violation. Choose the reason that fits best, such as fake engagement or a conflict of interest.
5. Post one short public reply. See the next section.
6. Keep a log. Write down the date you flagged each review and what happened. You will need it if you escalate.

Should I reply to a fake review?

Yes, once, and keep it short. Your reply is public, and future customers read it to judge how you handle problems. Google’s own guidance for replies is to be professional and polite, keep it short, and never engage in personal attacks.

A good reply states the facts without accusing anyone. For example: “We cannot find a record of this visit or job. If you were a customer, please contact us so we can look into it.” That invites a real customer to come forward and shows other readers that you are reasonable.

Verify your business first, because Google only lets verified businesses reply to reviews.

What if Google does not remove the review?

A flag does not always lead to removal. If the review stays up, you have three practical options.

• Flag it again with better evidence. If you later find more proof of a pattern or a conflict of interest, report again and describe it clearly.
• Let your reply and your real reviews carry the weight. A single bad review sits among many honest ones. Google’s own tips note that a mix of positive and negative feedback often feels more trustworthy.
• Consider legal advice for serious cases. If a competitor is clearly running a campaign against you, a lawyer can tell you whether a claim for defamation or a complaint under Canada’s Competition Act is worth pursuing. The Act’s deceptive marketing provisions apply to anyone promoting a product, service, or business interest, and the Competition Bureau expects online reviews to be based on actual experience. Whether your case qualifies is a legal question, so ask a professional.

How do I protect my rating going forward?

The strongest defence is a steady stream of genuine reviews. Ask every happy customer to leave one, and make it easy. Google lets you share a review link or QR code for this.

Follow Google’s rules when you ask:

• Do not offer payment, discounts, or free goods or services in exchange for a review.
• Do not offer an incentive to change or remove a negative review.
• Do not selectively ask only happy customers, and do not discourage negative reviews.
• Do not ask staff to push customers for reviews on the premises or to include specific content.

Buying fake reviews to “balance” a fake attack puts your own profile at risk. Google says it removes fake engagement, including paid reviews and content posted from multiple accounts by one person.

Finally, check your profile often so you catch a suspicious review early. The sooner you document and flag it, the cleaner your record will be.