Legal Options For Fake Google Reviews In NZ Businesses

Few things are more frustrating for a small business owner than waking up to a sudden drop in your star rating - especially when you suspect the reviews aren’t genuine.

Fake Google reviews can hurt your reputation, reduce enquiries, and undermine all the work you’ve put into building trust with customers. And because reviews can spread quickly (and stick around), it’s worth taking action early.

In this guide, we’ll walk you through what fake Google reviews can look like, the practical steps you can take straight away, and the legal options available to New Zealand businesses when online reviews cross the line.

What Counts As Fake Google Reviews (And Why It Matters Legally)

“Fake” can mean different things in practice. From a legal and risk perspective, it helps to sort reviews into a few common categories.

Common Types Of Fake Reviews

• Reviews from people who were never customers (eg they reference a service you don’t offer, the timing makes no sense, or you have no record of the person).
• Competitor reviews posted to damage your rating or steer customers elsewhere.
• Coordinated review attacks (a sudden burst of 1-star reviews, often with similar wording or from new accounts).
• Ex-employee or disgruntled insider reviews that may include confidential information or exaggerated claims.
• Purchased or incentivised reviews (which can cut both ways - if a business is buying positive reviews, that creates its own legal exposure).

Why The “Fake” Label Isn’t Always Enough

It’s completely reasonable to say “this review is fake” - but legally, the most important question is what is being claimed, who is behind it, and what harm it’s causing.

Some fake Google reviews are clearly nonsense and can be handled through reporting and reputation management. Others involve:

• allegations of illegal or unsafe conduct
• claims about pricing or “scams”
• accusations about staff behaviour
• statements that could be defamatory or misleading

That’s usually when it’s time to think about stronger next steps (including legal ones), because the downside risk to your business can be significant.

Why Fake Google Reviews Can Become A Serious Business Risk

For small businesses, your Google rating is often your “first impression” - sometimes before a customer even visits your website. So fake Google reviews can create real-world damage very quickly.

Reputation And Revenue Impact

Even a small number of fake 1-star reviews can:

• reduce calls and enquiries
• lower your conversion rate (especially for service businesses)
• force you to discount or spend more on advertising to compensate
• create long-term trust issues, even after the review is removed

Operational And Staff Impact

Fake reviews can also cause internal stress - particularly when they target staff or make serious allegations. If your team members are named, criticised, or harassed, you may also have workplace health and safety considerations to manage (including psychosocial risks).

If you’re already handling negative feedback generally, it can help to have a consistent approach for legitimate complaints versus suspicious or malicious reviews. A good starting point is having a clear process (and tone) for responding - the approach in dealing with negative online reviews is often a helpful baseline, even when you suspect the review isn’t genuine.

What Should You Do First If You Suspect Fake Google Reviews?

Before you jump to legal action, the fastest wins usually come from getting organised and documenting what’s happening. This will also put you in a stronger position if the issue escalates.

1) Don’t Respond Emotionally (Even If The Review Is Outrageous)

It’s tempting to call the reviewer a liar, threaten legal action, or “fight fire with fire”. But a rushed reply can:

• make the situation look like a public argument
• accidentally disclose private customer information
• give the reviewer more engagement (and visibility)
• create evidence that can be used against you later

If you do respond, keep it calm and factual. In many cases, you can simply say you can’t locate any record of their visit and invite them to contact you directly to resolve it.

2) Take Screenshots And Keep A Timeline

Document everything. Ideally, capture:

• screenshots of each review (including date, username/account, and the full text)
• any patterns (multiple reviews in a short period, similar wording)
• any messages you receive (emails, DMs, calls) that relate to the reviews
• business impacts (lost bookings, cancelled jobs, customer complaints referencing the reviews)

This evidence becomes important if you later need to show reputational harm, a coordinated campaign, or that the reviewer isn’t a genuine customer.

3) Report The Reviews Through The Platform

Most platforms have a process to flag reviews that breach guidelines (eg spam, off-topic content, hate speech, impersonation, conflict of interest). Even if it feels slow, it’s still worth doing - removal through the platform is usually the quickest and least expensive outcome.

4) Check If You Can Identify The Reviewer (But Be Careful)

Sometimes it’s obvious who it is - for example, the review includes enough details to match a known complaint, competitor, or former staff member.

But be careful about guessing publicly. Incorrectly accusing someone could create a new legal risk for your business (especially if your accusation harms their reputation).

5) Review Your Internal Access And Policies

If you suspect the reviews are coming from a current or former worker (or someone with access to internal info), you may need to tighten up internal rules around confidentiality and conduct.

Many businesses handle this by updating a Workplace Policy and ensuring employment agreements include clear confidentiality expectations. In some cases (especially if contractors are involved), you might also use a tailored Non-Disclosure Agreement where appropriate.

What Legal Options Do NZ Businesses Have For Fake Google Reviews?

Once you’ve documented what’s happening and tried the practical steps, the next question is usually: what can I do legally?

The right option depends on who is behind the review, what it says, and what outcome you want (removal, apology/correction, compensation, or deterrence).

Option 1: Defamation (When A Review Makes Harmful False Statements)

If a review publishes a false statement that harms your reputation, it may raise defamation issues. This is more likely where the review alleges things like fraud, theft, unsafe conduct, illegal behaviour, or other serious claims presented as fact.

In a business context, defamation claims can be complex and fact-specific. Key practical points include:

• Not every negative opinion is defamation. A customer saying “I didn’t like the service” is usually opinion. A person falsely claiming “they stole my deposit” is different.
• You’ll want strong evidence. Your records, screenshots, and timeline matter.
• Identifying the reviewer can be the hard part. Anonymous or pseudonymous accounts add an extra layer of difficulty.

Because defamation can escalate quickly (and costs can rise), it’s usually worth getting legal advice early on whether it’s the right tool for your situation.

Option 2: Fair Trading Act 1986 (If A Competitor Is Behind The Reviews)

If fake Google reviews are being posted by a competitor (or someone acting for them), you may have an angle under the Fair Trading Act 1986.

In plain terms, the Fair Trading Act is about preventing misleading and deceptive conduct in trade. A competitor creating fake reviews to make your business look bad (or to make theirs look better) can potentially fall into that territory.

This is especially relevant if the conduct looks like an organised strategy to divert customers, rather than a one-off comment. In some cases, businesses also consider complaints to regulators (depending on the facts), because misleading conduct can affect consumers and market integrity.

If you’re dealing with broader competitor behaviour, it can help to understand the line between aggressive marketing and unlawful conduct - the examples in unfair business practices are often a useful reference point for how these issues are viewed in New Zealand.

Option 3: Harmful Digital Communications (Only In More Serious Cases)

Sometimes fake reviews are part of a wider pattern - repeated posts, threats, doxxing, or a sustained attempt to intimidate you or your staff.

New Zealand’s Harmful Digital Communications Act 2015 is mainly designed to address digital communications that cause (or are likely to cause) serious emotional distress to an individual. It won’t be the right fit for every “fake review” situation, and it’s typically more relevant where a particular person (such as an owner or staff member) is being targeted, rather than general criticism of a business.

Practically, these situations are often handled by:

• documenting the pattern of conduct
• making safety and support plans for staff
• seeking legal advice about takedown requests and next steps

Option 4: Formal “Cease And Desist” Letter Or Negotiated Resolution

Where you have a good idea who is responsible (or you can prove enough to put them on notice), a formal lawyer’s letter can be an effective step.

Often, the goal isn’t to go straight to court - it’s to get a practical outcome such as:

• removal of the fake reviews
• a written undertaking not to repeat the conduct
• a correction or clarification
• agreement not to contact staff or customers
• in some cases, compensation for measurable losses

If both sides want to draw a line under the issue without a long dispute, a documented resolution like a Deed of Settlement can help make the outcome clear and enforceable.

Option 5: Be Careful About Your Own Reviews (Because This Can Backfire)

One more thing to flag: some businesses respond to fake Google reviews by trying to “balance them out” with questionable positive reviews.

That can create a serious risk, because if your business (or your staff/contractors) post misleading reviews about your own services, you may be exposed under consumer and fair trading laws - and it can damage trust if customers find out.

A safer approach is to focus on:

• encouraging genuine customers to leave honest feedback (without pressure)
• improving your review request process
• keeping internal records so you can quickly verify genuine interactions

How Do You Protect Your Business From Fake Google Reviews Long-Term?

You can’t always stop fake reviews from appearing, but you can reduce the damage and respond faster when they do.

Put A Review Response Process In Place

Even a simple internal checklist helps. For example:

• Who monitors reviews (and how often)?
• When do you respond publicly versus taking it offline?
• What tone and wording do you use for suspicious reviews?
• When do you escalate to legal advice?

Keep Customer Records Tidy (So You Can Verify Fast)

If you can quickly check whether the person was actually a customer, you’re in a better position to:

• reply calmly and accurately
• report the review with confidence
• provide evidence to support removal requests

Watch Privacy When Responding Or Investigating

When you’re frustrated, it’s easy to accidentally overshare. But even if a review is fake, you should be careful not to disclose personal information (like appointment details, addresses, health information, or private communications) in a public response.

If your business collects personal information, it’s also important to have the right documents and processes in place - a clear Privacy Policy is a good baseline, and you may need tailored advice depending on what you collect and how you store it.

Train Staff On What To Do (And What Not To Do)

Your team should know not to:

• argue with reviewers online
• post retaliatory reviews elsewhere
• share screenshots of customer disputes publicly
• offer improper incentives in exchange for reviews

With the right scripts and escalation pathways, staff can help protect your brand instead of accidentally creating more risk.

Key Takeaways

• Fake Google reviews can range from harmless spam to serious allegations that damage your business reputation and revenue.
• Your first steps should be practical: stay calm, document everything, report the reviews through the platform, and avoid public accusations without proof.
• Depending on the content and who is behind the reviews, legal options may include defamation pathways, Fair Trading Act 1986 arguments (especially for competitor conduct), and formal takedown demands.
• If you can identify the source, a lawyer’s letter (and in some cases a Deed of Settlement) can help resolve the issue without a drawn-out dispute.
• Be careful not to create your own exposure by posting or commissioning misleading positive reviews - it can backfire legally and reputationally.
• Long-term protection comes from having a repeatable response process, good customer records, privacy-safe communications, and clear internal policies.

This article is general information only and not legal advice. If you’d like help responding to fake Google reviews or figuring out your best next step, you can reach us at 0800 002 184 or team@sprintlaw.co.nz for a free, no-obligations chat.