Not a real customer
Someone who never used you, a competitor, or a review meant for a different business with a similar name. Google calls this fake engagement or a conflict of interest.
Guide for UK trades
How to report a fake Google review
A one-star review from someone you've never worked for is maddening. Google will take down reviews that break its rules, but not ones that are simply harsh. Here's how to tell the difference, how to report it properly, and what to post while you wait.
Is it actually against Google's rules?
Google removes reviews that break its policies. These are the ones trades see most often.
Off-topic or a pile-on
Reviews about something in the news, a political point, or a sudden run of one-stars from people with no link to your area.
Abuse or personal details
Threats, hate speech, swearing aimed at a named person, or someone's phone number or address posted in the review.
Just negative, but real
A genuine customer who's unhappy with the price, the timing or the finish. This usually stays up. Your best move is a calm public reply, covered in our guide to replying to negative reviews.
How to report it
Do this from the Google account that manages your Business Profile.
1. Check your records first
Search your diary, invoices and messages for the name, date and job. If you find them, it's a real customer and reporting won't help. If you can't, note what you searched and when.
2. Report the review
Find the review on Google Maps or in your Business Profile, open the three-dot menu next to it and choose Report review. Pick the reason that fits best, such as off-topic, conflict of interest or fake.
3. Check or appeal
Google's review management tool, linked from the Google Business Profile Help Centre, shows the status of reviews you've reported. If Google decides to leave it up, you can usually appeal once from there.
4. Keep a simple log
Screenshot the review, note the date you reported it and the outcome. If a run of fake reviews turns up, that record makes it easier to explain what's happening.
What not to do
- Don't fight fake with fake. Asking friends or family to post reviews to balance it out breaks Google's rules, and fake reviews are banned under UK consumer law.
- Don't accuse or threaten. "This is a lie and we'll see you in court" puts off the next customer far more than the review does.
- Don't offer money or freebies to remove it. Keep any contact with a real reviewer about fixing the problem, not the review.
- Don't report every bad review. Report the ones that break the rules. Mass-reporting genuine reviews wastes your time and rarely works.
Three replies for a review you can't match to a job
Post one while your report is being looked at. Only say what's true.
You can't find any record
Hi [Name], we take every review seriously, but we can't find a job under this name or on this date. If we've done work for you, please call us on [number] so we can look into it properly. [Your name]
It looks meant for another business
Hi [Name], sorry to hear about your experience. We don't think this was us, as we don't offer [service] or cover [area]. If we've got that wrong, please get in touch on [number] and we'll sort it. [Your name]
A run of one-stars with no detail
We've had several reviews today from people we have no record of working for, and we've reported them to Google. If you are a customer and something's gone wrong, please call [number] and we'll help. [Your name]
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More guides: Replying to bad reviews · Replying to good reviews · Getting more reviews
General guidance and templates only. Not legal advice. Google decides what it removes, and results are not guaranteed. Follow Google's review policies: no fake reviews, no paid incentives, no review gating.
Common questions
Will Google remove a review just because it's unfair?
No. Google removes reviews that break its policies, such as fake engagement, conflicts of interest, off-topic posts, harassment or personal information. A genuine customer's negative opinion usually stays up, even if you disagree with it.
How long does it take Google to look at a reported review?
It varies. Google says it can take several days. You can check where your report has got to in Google's review management tool, which is linked from the Google Business Profile Help Centre.
Should I reply to a review I think is fake?
Usually yes, briefly and calmly. Future customers read your reply as much as the review. Say you can't find a record of the job and invite them to get in touch. Don't accuse anyone or get into an argument.
Can I ask friends or family to leave reviews to balance it out?
No. That's fake engagement under Google's rules, and in the UK fake reviews are banned under consumer law. It can get your own reviews removed and put your profile at risk.