Business owner warns of “overnight attacks” by spam reviewers

While many shoppers rely on the opinions of fellow consumers before hitting ‘buy’, government data indicates that around a third of customer reviews on major platforms could be fake. And, as one CEO has learned, these fake reviews can cause real harm.

In addition to being useless in guiding shoppers, fake reviews may lead to significant reputational damage for small businesses. Adam Collins, CEO of Ignite SEO, found that out the hard way when his agency was targeted with one-star reviews by spammers.

With the new Digital Markets, Competition and Consumers (DMCC) Bill coming in this year, fake reviewer posters may be stopped in their tracks. Under the new law, the Competition and Markets Authority (CMA) has greater powers to clamp down on fake reviews.

Why fake reviews are a growing threat

For many of us, customer reviews are a significant factor in decision-making when we’re choosing where to shop online. Research from the Department for Business & Trade states that they influence a huge £23bn of UK consumer spending annually.

And while reviews might exist online, it’s also brick-and-mortar businesses that are affected by ratings. It’s become almost second nature for customers to check out Google Business profiles or social media posts surrounding restaurants, pubs, and hotels before booking.

But, while major retailers may be able to absorb the blow of a few lower ratings, for SMEs, this can tank their rankings. A one-star review can skew an average overall rating, which can scare off potential customers and cause lasting damage to both reputation and profits.

Of course, not all fake reviews are negative. Some businesses may also inflate their own ratings with artificial praise to drown out criticism, as investigated by Which?. Either way, the issue seems to be rampant and causing trouble for both businesses and consumers alike.

How to spot a fake review

Fake reviews don’t always appear gradually. Sometimes, they arrive as part of a concentrated effort designed.

Adam Collins said he woke up to “a string of one-star reviews” and spam messages on WhatsApp, in what he called “a coordinated attempt to shake trust.”

For business owners like Collins, the key to stopping fake reviews is first recognising them. “If someone vandalised your storefront, you’d clean it up quickly”, points out Collins.

“Online reputations deserve the same care. The good news is the law is catching up, but SMEs need to stay alert and proactive.”

If you notice a sudden spike in reviews that doesn’t align with your actual sales or bookings, that could be a red flag. Generic or vague complaints, suspicious reviewer profiles, and clusters of posts arriving outside normal business hours are also common warning signs.

These signals can easily be mistaken for genuine customer dissatisfaction, but often they have little to do with your real business performance. By recognising this, SMEs can avoid wasting valuable time and energy chasing the wrong issues.

What small businesses can do about it

If you find yourself on the receiving end of fake reviews, don’t panic. Respond calmly, flag and report suspicious posts on the relevant platforms, and encourage genuine customers to share their feedback to counteract the negativity.

It’s also wise to train staff early on. Team members managing social media, customer care, or review platforms are often the first to spot suspicious activity, so equipping them with the right awareness means your business can respond more effectively.

As Collins warns: “For small businesses, even a handful of fake reviews can damage rankings, scare off new clients, and create real financial loss.”