What to do about fake reviews on Google and other platforms: a practical guide for SMEs

You receive a one-star review. The author doesn't appear in any of your records, the text mentions nothing specific about your business, and the profile is only three days old. Before instinctively hitting «report,» it's wise to know exactly what steps to take, in what order, and what to expect from each platform. Because acting without first documenting is the most costly mistake an SME makes in these situations. This guide covers the entire process: diagnosis, reporting, the legal framework, and, crucially, the strategy that ensures fake reviews stop being a structural problem.

1. How to identify if a review is genuinely fake?

Not every negative review is fake. Confusing the two leads to unfounded reports that platforms dismiss, wasting your time. The first step is diagnosis, not action.

Warning signs in the author's profile

• Profile created a few days ago, with no photo or description.
• No previous review history, or an unusually high volume of reviews in different cities in a short period.
• Generic text that could apply to any business in the sector, with no reference to a specific product, service, or experience.

Warning signs in the review content

• Mentions no specific details: no approximate date, no employee name, no particular product.
• Uses identical or very similar vocabulary to other recent negative reviews, suggesting coordination.
• Appears right after a conflict with an identifiable ex-employee, supplier, or competitor.

Quick checklist before acting

• Does the author appear in your CRM, POS, or booking history with any reasonable match?
• Does the review violate the platform's content policies (spam, language, conflict of interest)?
• Do you have dated screenshots and the full URL saved?

If all three answers point to a fake review, then yes: it's time to act. If any answer raises doubt, consider that it might be a legitimate negative opinion and treat it as such.

What to know about 2. What to do about fake reviews on Google: steps in order?

Google Business Profile (GBP) is the platform where SMEs with a local presence manage most reviews. The reporting process exists, but it has its timelines and limitations. Knowing these in advance helps avoid frustration.

Step 1 - Document before doing anything.

Take screenshots with the date visible and save the full URL of the review. If you use Google Business Profile, download the review history from the dashboard. Documentation is essential for any subsequent action, including legal proceedings. Without dated screenshots, your report is weaker, and legal action is practically unfeasible.

Step 2 - Report the review from GBP.

1. Access your Google Business Profile.
2. Locate the review, click the three dots, and select «Report review.»
3. Choose the correct reason: «Conflict of interest,» «Spam,» or «Fake content.» Generic reports have a lower success rate.
4. Google reviews the request and may dismiss it without providing a detailed explanation.

Resolution times vary depending on the volume of reports and the complexity of the case. There's no guarantee of automatic removal, even if the reason is clear.

Step 3 - Escalate the report if Google doesn't act.

• Use Google's legal request form for defamatory content (available in the Google Help Centre).
• Contact GBP support via the help assistant in the dashboard, using the «Contact support team» option.
• If the platform still hasn't acted after a reasonable time, consider the legal route described later.

Step 4 - Respond publicly and neutrally.

Always respond, even if the review is under review. A professional response communicates to future customers that the business is serious and manages its reputation judiciously. Never respond by attacking the author or with a defensive tone that amplifies the conflict.

Example response: «We've checked our records and cannot find any customer matching that profile or the experience described. If there was a misunderstanding, please contact us directly at [direct contact]. We take every opinion seriously.»

3. What to do about fake reviews on Tripadvisor, Trustpilot, and Amazon

Each platform has its own process and criteria. Knowing these before reporting saves time and increases your chances of success.

Platform	Where to report	Key argument	What to avoid
Tripadvisor	Owner Dashboard → «Manage Reviews»	Attach proof that the author was not a customer (booking, ticket)	Reporting without documentary evidence
Trustpilot	Business dashboard → «Flag as inappropriate»	Allege breach of ISO 20488 review authenticity standard	Do not request proof of purchase if Trustpilot doesn't act on its own initiative
Amazon	Seller Central → «Customer Reviews Management»	Review does not reflect actual product experience or comply with community guidelines	Offering compensation in exchange for removing the review (account suspension)

Tripadvisor (key for restaurants and hospitality)

Tripadvisor requires the review to explicitly violate its content policy. Attaching concrete evidence (booking, till receipt, order confirmation) speeds up the review process. Without evidence, the complaint is usually dismissed.

Trustpilot (key for ecommerce)

Trustpilot operates under the ISO 20488 standard, the international norm for online review authenticity, which requires reviews to come from verified experiences. Citing non-compliance with this standard in your complaint strengthens the request. If Trustpilot doesn't act on its own initiative, you can ask the author to provide proof of purchase.

Amazon (key for ecommerce with own product)

Amazon removes reviews that don't reflect the actual product experience or violate its community guidelines. The most serious mistake here is offering any kind of compensation in exchange for removing or modifying a review: it violates the terms of use and can lead to the suspension of your seller account.

4. What does Spanish law say about fake reviews?

The legal framework exists and is more robust than many small businesses believe. Knowing it helps both to defend your business and to understand which lines you shouldn't cross yourself.

The Omnibus Directive and its transposition in Spain

Directive (EU) 2019/2161, known as the Omnibus Directive, was transposed into Spanish law by Royal Decree-Law 24/2021 and has been fully in force since 2022. It expressly prohibits fake reviews as an unfair commercial practice and obliges platforms to disclose whether or not they verify the authenticity of reviews before publishing them. Non-compliance can lead to penalties for both those who generate fake reviews and the platform that fails to control them.

The Unfair Competition Act (LCD)

Article 5 of Law 3/1991, on Unfair Competition, classifies as unfair any act that, by using false information, harms a competitor's reputation. A coordinated campaign of fake reviews can constitute an act of unfair competition, actionable in civil courts, especially if there are indications it originates from an identifiable competitor.

Is posting fake reviews a criminal offence?

It depends on the damage and intent. It can fall under:

• Articles 205-206 of the Penal Code: defamation and insult if the content is manifestly false and causes demonstrable reputational damage.
• Articles 278-279 of the Penal Code: serious unfair competition.

The criminal route requires proof of authorship, which is rarely available without a prior court order compelling the platform to identify the author. For most small businesses, the most effective combination is: reporting to the platform, a notarised letter to the author if their identity is known, and a civil lawsuit if the economic damage is quantifiable.

5. When (and how) to take legal action?

Taking legal action makes sense in certain circumstances. Litigating without clear criteria is expensive and slow. Here are the criteria to assess if it's worthwhile.

Criteria for assessing legal action

• Reputational damage is measurable: a drop in average rating, documented loss of bookings or sales.
• The review contains false and specific data, not just a subjective negative opinion.
• The platform has refused to remove it despite a formal complaint.
• There are reasonable indications that the review comes from a competitor or someone with an identifiable conflict of interest.

Available avenues

1. Notarised letter or burofax to the author if their identity is known: low cost, strong deterrent signal, and probative value in case of escalation.
2. Complaint to the AEPD if the review includes false personal data or identifiers that violate privacy.
3. Civil lawsuit for damages to business reputation, under the Unfair Competition Act (Articles 18 et seq.).
4. Complaint to the CNMC if it's a systematic and coordinated practice by a competitor.

6. The proactive strategy: how to make fake reviews matter less

All the above steps are reactive. Necessary, but reactive. The strategy that truly changes the situation long-term is different.

The maths of online reputation

One fake one-star review among twelve reviews visibly sinks your average rating. The same review among eighty real reviews barely moves the needle. The goal isn't just to remove the bad ones: it's to have so many real reviews that the fake ones become statistical noise.

How to systematically gather real reviews?

• Ask for the review at the moment of highest customer satisfaction: right after purchase, a visit, or service delivery.
• Use a QR code at the point of sale or a direct link in the order confirmation email.
• Automate the reminder: a message sent within the first 24-48 hours converts significantly better than one sent several days later.
• Respond to all positive reviews: it reinforces customer behaviour and improves profile visibility on Google Business Profile.

The role of AI automation

Managing reviews manually across Google, Tripadvisor, and Trustpilot simultaneously isn't feasible for a small business without a dedicated marketing team. AI agents specialising in local reputation monitor reviews in real-time, generate response drafts tailored to your brand's tone, and alert you to suspicious spikes in negative reviews. It's the difference between finding out about a problem three weeks later or the moment it happens.

7. Mistakes SMEs make that worsen the situation

Knowing what not to do is just as useful as knowing what to do. These are the most common mistakes and their real consequences.

• Responding aggressively or emotionally: multiplies the visibility of the conflict, can go viral, and may be used against you in legal proceedings.
• Asking friends or employees to post fake positive reviews to compensate: violates the policies of all platforms and the Omnibus Directive; can result in profile suspension.
• Ignoring the fake review: silence is interpreted as confirmation. Always respond, even if the complaint is ongoing.
• Acting before documenting: without dated screenshots, the complaint is weaker and legal action practically unfeasible.
• Reporting without specifying the correct reason: generic complaints have a lower success rate on all platforms, not just Google.

Frequently Asked Questions about fake reviews

How can I remove fake reviews on Google?

Report the review directly from your Google Business Profile dashboard (three dots → «Report review»), specify the reason (spam, conflict of interest, fake content), and attach evidence. If Google doesn't act within a reasonable timeframe, escalate via the legal request form or contact GBP support from the help dashboard.

Where to report fake reviews?

It depends on the platform: Google Business Profile for Google reviews, the owner dashboard on Tripadvisor, Seller Central on Amazon, and the business dashboard on Trustpilot. If the damage is serious, you can report it to the CNMC (unfair practices), the AEPD (personal data), or pursue civil legal action.

What does the new law say about fake reviews?

The Omnibus Directive (EU) 2019/2161, in force in Spain since 2022 following its transposition by Royal Decree-Law 24/2021, prohibits fake reviews as an unfair commercial practice and obliges platforms to be transparent about whether they verify the authenticity of reviews before publishing them. Generating fake reviews can lead to administrative and civil penalties.

Is posting fake reviews a crime?

It can be. If the content is manifestly false and causes demonstrable reputational damage, it can fall under defamation (Articles 205-206 of the Penal Code) or serious unfair competition. The criminal route is complex and requires proof of authorship; for most small businesses, the civil or administrative route is more effective and quicker.

How long does Google take to remove a fake review?

Timelines vary depending on the case and the volume of complaints Google is handling at the time. There's no guaranteed timeframe. That's why it's crucial to act in parallel: document, respond publicly, and activate the generation of real reviews without waiting for the complaint's resolution.

Can I ask my satisfied customers to post reviews to offset fake ones?

Yes, provided they are real customers and the request is genuine, with no financial compensation in return. Asking for real reviews is legitimate and recommended by all platforms. What is prohibited is incentivising fake positive reviews, paying for them, or artificially coordinating their publication.

What is the ISO 20488 standard and what is it for?

It's the international standard for online review authenticity. Platforms like Trustpilot use it to certify that their reviews come from verified experiences. If a platform is certified under ISO 20488, you can cite this standard in your complaint to strengthen the request for removal of unverified reviews.

Sources and regulatory references

• Directive (EU) 2019/2161 of the European Parliament and of the Council (Omnibus Directive) - EUR-Lex
• Law 3/1991, of 10 January, on Unfair Competition - BOE
• Google Business Profile Review Policies - Google Support
• Trustpilot Review Guidelines - Trustpilot Support