How to deal with a fake Google review (with sample replies)

First, make sure it’s really fake

Search your records for the name, the date and the details in the review. People often review under a nickname or a family member’s account, and a “fake” review sometimes turns out to be a real customer you don’t remember. If it might be real, treat it as a bad review instead; our guide on replying to bad reviews covers that.

What Google removes, and what it doesn’t

Google’s review policy prohibits content that isn’t based on a real experience, reviews posted to undermine a competitor, and content based on a conflict of interest, such as reviews tied to current or former employment, competitors or family. It also prohibits reviews that were paid for or rewarded.

What Google won’t do is remove a review because you disagree with it. Its help page says only reviews that violate its policies are eligible for removal, and asks owners not to report a review just because they dislike it.

How to report it, and how to appeal

From your Business Profile, open your reviews, select the report option next to the review and choose the reason that fits best, such as conflict of interest for a competitor or former employee, or spam for a review that isn’t about a real visit. Google’s Reviews Management Tool does the same and shows the status of each report.

Google says the evaluation typically takes several days. If the result is “no policy violation”, the tool lets you appeal, which Google describes as one-time, so include everything: why the reviewer couldn’t be a customer and any evidence you have.

Reply once, calmly, without accusing anyone

Many people will read the review and your reply before Google decides anything, and a short, factual reply tells them more about you than the review does. Don’t call the reviewer a liar, don’t guess publicly who they are, and never reveal anything about real customers. In healthcare that can also break privacy law: a dental practice paid $23,000 to HHS over review replies that disclosed patient information. Replies you can adapt:

• Not a customer: “We take every review seriously, but we can’t find any record of a visit matching this. If we’ve missed something, please call us at [number] so we can look into it.”
• Suspected competitor: “We can’t find this visit in our records, and we’ve asked Google to review it. Anyone with a real concern is welcome to call us directly at [number].”
• Former employee: “This review doesn’t describe a customer experience, and we’ve reported it to Google.” Only if you are sure, and without names.

Keep evidence

Take dated screenshots of the review, the reviewer’s profile and any other reviews they left, and note how you searched your records. If the review disappears and comes back, or you need to appeal or talk to a lawyer, you will have it.

Make it matter less

One fake review hurts most when you only have five. Ask every real customer for a review, the same way every time, with your review link or QR code. Never answer fake reviews with fake ones of your own: Google prohibits it, and the FTC’s 2024 rule on consumer reviews bans fake and paid reviews, with civil penalties for violations.

What never to do

A few reactions make things worse, or break rules themselves:

• Don’t offer the reviewer money or a discount to take it down: Google’s policy prohibits offering anything in exchange for removing a negative review.
• Don’t threaten customers or use contracts to stop honest reviews: the Consumer Review Fairness Act protects people’s right to post honest reviews.
• Don’t post reviews about competitors, or ask friends to review you.
• If someone demands payment to remove a review, don’t pay. Report it and keep the messages.

A calm reply you can adapt

For a review describing a visit you can’t find. Adjust it so it sounds like you.