Online reviews can make or break a small business. But what happens when those reviews aren’t real? Across the UK, scammers are threatening local businesses by posting fake 1-star reviews, then demanding money to remove them. It’s a modern form of extortion, and it’s hitting tradespeople, shop owners, salons, and service providers hard.
If you’ve been targeted, or want to make sure you’re prepared, this guide explains how to fight back.
What Does Fake Review Extortion Look Like?
It often starts with a message. You might get a WhatsApp text from an international number or a vague email saying:
“Someone has paid me to post 20 bad reviews about your business. Pay £100 and I will stop.”
Then the fake reviews appear. They don’t name specific dates, real customers, or jobs. But they’re written just well enough to look believable. Google shows them in your business profile. Your star rating drops. So do your phone calls and enquiries.
That’s what happened to Natalia Piper, a contractor based in Los Angeles, who received threats and was hit with a wave of fake reviews. Her rating dropped from 5.0 to 3.6 in a matter of days. She paid £250 across two scammers to try and get them removed. But they kept coming.
This isn’t limited to the US. Kay Dean, founder of Fake Review Watch, has tracked over 150 cases globally, including several in the UK. Many of these scams come from overseas, targeting small businesses that rely heavily on search results to stay in business.
Why These Attacks Are So Effective
Online platforms like Google, Amazon, and Yelp host millions of reviews. Most are real. But fake ones are easy to create and difficult to verify. Review sites often use AI filters to catch spam, but they still miss a lot.
In 2022, a study by Which? found that over 14% of reviews on Amazon UK appeared to be fake. On Google, businesses with even a single 1-star review can lose up to 22% of potential customers. With two or three negative reviews, that jumps to nearly 60%.
Even more alarming? Over 90% of UK consumers read online reviews before making a purchase or booking, according to Trustpilot’s 2024 Review Transparency Report.
Scammers know this. They rely on fear, speed, and silence. Google has no live support for small businesses. There’s no direct line for help. Business owners are left to report reviews one by one while their reputation gets shredded.
What to Do If You’re Targeted
Don’t Pay
Never pay scammers. It rarely solves the problem and often invites more attacks. Once they know you’re willing to pay, your number can end up shared or sold.
Paying also does nothing to address the fake reviews already posted. You’re better off taking proactive steps to report and counter them.
Report the Reviews to Google
Here’s how to report each review:
- Go to your Google Business Profile
- Find the fake review
- Click the three-dot menu next to it
- Select “Report review”
- Choose the reason and add a clear explanation
Make sure you explain the review is not from a real customer and may be part of an extortion scheme. Mention if you’ve been contacted separately about it.
Save screenshots of each review and any WhatsApp messages, emails, or contact attempts. This documentation is essential if you escalate the matter.
Remove Personal Contact Details Online
If your mobile number or email is listed on your website, Google listing, or other business directories, consider removing or replacing it with a business-only contact channel.
Many scammers initiate contact through WhatsApp or SMS. Removing direct contact options can slow or stop the threats.
Respond to the Reviews Publicly
Until the reviews are removed, leave calm, professional replies. This shows prospective customers that the reviews are not genuine.
For example:
“This review does not match any record of service. We’ve reported it to Google and are working to remove false content.”
Don’t get emotional or argue. Just state the facts.
Ask Real Customers for Reviews
Fake reviews are hard to delete. But real ones can push them down.
Ask recent customers to leave an honest review on Google. Don’t bribe or incentivise them. Just explain that it helps support your business and makes a difference.
A consistent stream of real feedback can rebuild your average score and restore trust with future customers.
How to Spot a Fake Review Attack Early
Here are the warning signs:
- Your rating suddenly drops overnight
- A cluster of 1-star reviews appear within hours or days
- The reviewers have no profile photo or location
- The reviews are vague or overly dramatic
- They don’t match any real customer interactions
If any of these pop up, act fast. Report and track every review. Don’t wait for them to pile up.
UK and EU Laws Around Fake Reviews
The UK’s Consumer Protection from Unfair Trading Regulations 2008 bans misleading commercial practices, including fake reviews. Businesses posting false reviews (positive or negative) can face enforcement action from the Competition and Markets Authority (CMA).
However, these laws mainly apply to businesses that create fake reviews. Platforms like Google and Amazon are protected under Section 230 (in the US) or by intermediary laws in the UK and EU. This means they are not usually held liable for fake reviews created by third parties.
In 2024, the EU’s Digital Services Act (DSA) added new rules requiring large platforms to offer better reporting tools and faster takedowns for harmful content. This may eventually apply to review platforms operating in Europe, but enforcement is still limited.
If you believe the reviews qualify as harassment or defamation under UK law, you may need to consult a solicitor or work with a reputation management service that can escalate the case legally.
When to Involve Legal Help
Fake reviews that include lies, false accusations, or personal threats could qualify as libel or harassment under UK law.
If reviews claim you committed fraud, stole something, or mistreated a customer—and none of it is true—you may have grounds for legal action.
You’ll need to:
- Save all evidence, including screenshots and communications
- File a formal complaint with Google
- Consult a solicitor or legal advisor with defamation experience
Services like erase.com often work with legal partners and can help pursue removal through legal notices or court orders, especially for high-impact cases.
Best Tools to Protect Your Reputation
Here are three tools to help monitor, manage, and fix fake review attacks:
- Erase – Offers hands-on help removing fake reviews and repairing business reputations
- Brand24 – Tracks online mentions across review sites, social platforms, and forums
- Reputation Flare – Helps UK small businesses request reviews from real customers and build trust fast
These tools can help you stay ahead of scammers and reduce long-term damage.
Final Thoughts
Fake review extortion is a growing threat. But you don’t have to face it alone. The key is to act fast, document everything, and never pay the people behind it.
Whether you’re a builder in Birmingham or a florist in Leeds, your reputation is your currency. Treat it like gold. Check your reviews weekly. Ask for honest feedback. And if fake content shows up, take the steps in this guide before it spirals.
Even one fake review can scare off new customers. But with the right moves, you can protect your business and bounce back stronger.
