Online reviews can make or break a sale. In Australia, Google reviews often appear alongside your business name in search results and on Google Maps, so a handful of suspicious one‑star comments can quickly dent trust and turn customers away.
If you’ve been hit by a fake review, it can feel unfair and stressful. The good news is you’re not stuck with it. There are practical steps you can take to challenge, respond to and, in some cases, remove fake Google reviews - and there are legal protections available when reviews cross the line.
In this guide, we’ll cover what counts as a fake review, how the removal process works, your legal options under Australian law, and best‑practice responses that help protect your reputation and reassure potential customers.
Why Do Fake Google Reviews Matter In Australia?
Australians rely heavily on online research. A single negative comment won’t define your brand, but a pattern of suspicious reviews can reduce click‑throughs, lower your average rating and undermine word‑of‑mouth marketing you’ve worked hard to build.
Left unchecked, you might see:
- A drop in search visibility and conversions
- Erosion of customer confidence (even among loyal clients)
- More time spent firefighting than serving customers
- Team morale issues when staff feel attacked online
The flip side: when you respond calmly, document what’s happening and use the right channels, you show prospective customers that you’re transparent and take feedback seriously.
What Counts As A Fake Google Review?
Not every negative review is “fake”. A bad experience can be honestly reported (even if you disagree). A fake Google review is typically one that doesn’t reflect a genuine customer experience or breaches platform rules. Common examples include:
- Invented experiences: The reviewer was never a customer and fabricated details about your business.
- Malicious or coordinated posts: Reviews posted by competitors, ex‑employees or online trolls to damage your reputation.
- Bot or bulk activity: Multiple near‑identical reviews posted in a short timeframe (review bombing).
- Conflicts of interest: Reviews from people with a financial or personal stake in harming or boosting your rating.
- Irrelevant or mistaken reviews: Comments about a different business or matters outside your control.
Red flags include odd timing (e.g. multiple one‑star reviews within minutes), generic or copy‑pasted language across different businesses, and references to services or staff you don’t have. If you suspect a fake, start collecting evidence immediately (screenshots, timestamps, account details and your internal records).
Can You Remove A Fake Google Review In Australia?
Yes - but removal isn’t automatic. You’ll need to report the review through your Google Business Profile and explain why it breaches the platform’s policies. Even then, borderline cases may remain unless you can provide clear evidence.
The Practical Steps To Request Removal
- Access your Google Business Profile. Locate the review in the “Reviews” tab.
- Flag the review as inappropriate. Use the three‑dot menu next to the review to report it.
- Explain the breach clearly. In your report, set out why the content is inauthentic or irrelevant. Keep it factual and professional, and refer to records (for example, no matching appointment, invoice or support ticket).
- Monitor the outcome. Google’s review can take days (sometimes longer). Keep screenshots and dates of your requests.
- Escalate if needed. If the review remains and you believe it clearly breaches policy, raise a support case through your Business Profile help options and include your evidence timeline.
Persistence helps. Documenting each step and keeping your tone factual increases your chances of a successful removal and also looks good to customers who are reading along.
What If Removal Doesn’t Work?
It happens. Even when a review looks clearly fake to you, the platform may not remove it. Your next steps can include:
- Posting a brief, professional reply. Acknowledge the comment, note you can’t find a record of the interaction, and invite the reviewer to contact you directly. This reassures readers without escalating the situation.
- Collecting evidence. Save receipts, booking logs, call notes and emails that show no interaction occurred. These records can support further complaints.
- Considering legal options. Where reviews are false, deceptive or defamatory, there may be remedies under Australian law (more on that below). For deeper strategies on engagement, see our guide to handling Google review disputes.
What Are Your Legal Options Under Australian Law?
Australia offers a mix of consumer protection and defamation laws that may apply to fake or misleading reviews. Understanding the boundaries will help you choose the right path and avoid missteps.
Australian Consumer Law (ACL): Misleading Or Deceptive Conduct
Under section 18 of the Australian Consumer Law, conduct in trade or commerce must not be misleading or deceptive. Reviews can be caught by this rule in several ways:
- Fake positives are illegal. It’s unlawful for a business to post or commission fake positive reviews about itself.
- Coordinated fake negatives can also be unlawful. If a competitor (or someone acting for them) orchestrates false negative reviews, that may amount to misleading conduct or other contraventions.
- Incentivised reviews require transparency. You can invite reviews and even offer incentives, provided the incentives are properly disclosed and not contingent on leaving a positive rating. Conditioning incentives on “only five stars” risks breaching the ACL.
If you have evidence of a competitor commissioning fake reviews or manipulating ratings, you can seek legal advice about potential ACL action or complaints. For a broader overview of how misleading conduct is assessed, see our guide to the elements of misleading or deceptive conduct.
Important to know: the ACCC focuses on systemic or serious issues. It typically won’t intervene to remove individual reviews, and it does not act as a referee for day‑to‑day disputes. Complaints that demonstrate patterns of misleading conduct are more likely to attract attention.
Defamation Law: Protecting Your Reputation
Defamation occurs when published material causes serious harm to a person’s or small corporation’s reputation. In Australia, most corporations can’t sue for defamation, but an exception exists for small businesses with fewer than 10 employees that are not related to another corporation. Individuals (like owners or staff) can also be defamed.
Generally, you’ll need to show the review:
- Was published (a Google review qualifies)
- Identifies your business or staff (explicitly or by implication)
- Contains false statements of fact (not just negative opinion)
- Caused, or is likely to cause, serious harm
Before filing proceedings, defamation law in most states now requires you to send a formal concerns notice that identifies the defamatory imputations and the outcome you seek. Often, an early, well‑drafted cease and desist letter (or concerns notice) is enough to get content removed. Litigation is a last resort due to cost and complexity, but it remains an option for serious cases.
Privacy And Harassment Considerations
Some reviews cross personal boundaries - for example, by sharing staff members’ private information or threatening harm. Privacy and harassment laws can help here, but note the small business exemption under the Privacy Act. Many small businesses with annual turnover under $3 million are not subject to the Privacy Act unless they fall into a specific category (for example, health service providers, credit reporting bodies or businesses that trade in personal information). If you do handle personal data, you’ll likely need a compliant Privacy Policy and clear internal processes for handling complaints.
Where posts include threats or stalking behaviour, consider contacting police. For ongoing management of customer information associated with review handling, it’s also prudent to be across your data retention laws obligations.
How Should You Respond To A Fake Review?
Your public response is as much for future customers as it is for the reviewer. Keep it calm, brief and factual. Avoid arguments, accusations and personal information about the reviewer.
A Simple Response Template You Can Adapt
“Hi , we take feedback seriously. We’ve searched our records and can’t find any interaction matching your comments. If you’ve engaged us under a different name, please contact so we can look into this for you. Thanks.”
This shows you’re responsive, invites offline resolution and signals to readers that something may be amiss - without inflaming the situation.
Best‑Practice Steps To Protect Your Reputation
- Document everything. Save screenshots, URLs, timestamps and your internal records (bookings, invoices, emails). This creates an evidence trail if you escalate.
- Use the platform tools first. Report the review with a concise explanation of the policy breach, then escalate via support if needed.
- Keep replies professional. A short, courteous note can neutralise the damage. Never publish customer data in your reply.
- Invite genuine reviews lawfully. After a positive interaction, encourage customers to leave an honest review. If you offer an incentive, disclose it and ensure it is not conditional on a positive rating.
- Increase the ratio of real feedback. A steady stream of authentic reviews will dilute the impact of the occasional fake.
- Seek help when the stakes are high. If a review alleges criminal conduct, makes serious accusations or appears coordinated, get advice from a consumer lawyer on your options.
Internal Processes And Documents That Help
- Complaints handling process. Create a simple internal playbook for logging, triaging and responding to reviews and complaints (who does what, by when, and how you escalate).
- Clear customer terms. Ensure your sales or service terms set expectations about scope, timelines and limitations - these can reduce misunderstandings that spill into public review platforms. If you sell online, make sure your Website Terms and Conditions and any platform terms are up to date.
- Privacy and data protocols. If you collect personal information, maintain a current Privacy Policy, and train your team on what can and can’t be shared in public replies.
- Letter templates for escalation. Have a polite takedown request and, where appropriate, a lawyer‑reviewed concerns notice or cease and desist letter ready for serious cases.
Consider stepping up your response when:
- The review alleges serious misconduct (e.g. fraud or criminal behaviour)
- You can clearly prove the reviewer was never a customer
- There is a pattern of coordinated reviews (potentially indicating competitor involvement)
- Staff safety or privacy is at risk
Escalation options include sending formal legal correspondence, lodging an ACL complaint where you have evidence of systemic misleading conduct, or, in extreme cases, commencing defamation proceedings (after sending a concerns notice). Because these steps carry risk and cost, it’s wise to get advice early on strategy, evidence and outcomes.
Common Misconceptions To Avoid
- “I can pay for five‑star reviews.” No - paying for reviews is risky. If you offer an incentive, you must disclose it and you cannot make the reward contingent on a positive rating.
- “The ACCC will delete the review.” The ACCC enforces the law but doesn’t remove individual posts. Use the platform’s reporting tools and gather evidence before considering a regulatory complaint or legal step.
- “It’s safe to name and shame the reviewer publicly.” Avoid publishing personal information in your reply. Stick to a neutral invitation to resolve the issue offline.
- “All small businesses must follow the Privacy Act.” Many small businesses are exempt, but there are important exceptions (for example, health providers, credit reporting activities or businesses that trade in personal information). If you do handle personal data, adopt appropriate policies and training.
FAQs About Removing Fake Google Reviews
Is It Illegal To Post Fake Reviews?
Yes. Posting fake reviews about your own business or a competitor can breach the ACL. Orchestrating review campaigns that mislead consumers also risks enforcement. If you’re unsure whether a planned campaign is compliant, it’s prudent to seek advice before you launch it.
Can I Sue Over A Fake Review?
Potentially - especially if you’re a small business (fewer than 10 employees) and the review includes false statements of fact that cause serious harm. The usual first step is a concerns notice or a lawyer’s letter seeking removal and correction rather than going straight to court.
Does Google Ever Remove Bad Reviews?
Yes, where the review breaches platform policies (for example, spam, impersonation, irrelevance or conflicts of interest). A negative opinion that reflects a genuine experience typically remains.
How Do I Encourage More Genuine Reviews - Legally?
Ask customers soon after a successful interaction and make it easy. If you use incentives, disclose them and never require a positive rating as a condition. Consistency over time is more powerful than quick spikes.
What If I Suspect A Competitor Is Behind The Reviews?
Gather evidence (timing, patterns, links to competitor profiles or social activity) and speak with a lawyer about options under the ACL. For practical reputation management while you assess your legal options, continue with calm public responses and consider the playbook in our article on handling Google review disputes.
Key Takeaways
- Fake Google reviews can harm your reputation, but you have options: document issues, use platform tools, reply professionally and escalate when needed.
- Under the ACL, fake or misleading reviews are unlawful; you may invite reviews and offer incentives only with proper disclosure and without conditioning them on positive ratings.
- Small businesses (under 10 employees) and individuals can consider defamation remedies where a review contains false statements of fact that cause serious harm - start with a well‑framed concerns notice or cease and desist letter.
- Privacy obligations vary: many small businesses are exempt from the Privacy Act, but there are key exceptions; if you handle personal information, maintain a current Privacy Policy and train staff not to disclose customer data in public replies.
- Build resilience by increasing genuine reviews, monitoring activity, and using clear customer terms and Website Terms and Conditions to reduce disputes.
- If a situation escalates or appears coordinated, speak with a consumer lawyer about your evidence, goals and the most effective next steps.
If you’d like a consultation on handling fake Google reviews and protecting your business reputation, you can reach us at 1800 730 617 or team@sprintlaw.com.au for a free, no‑obligations chat.
