Redlands Coast Chamber of Commerce
FOR small business operators, a notification of a one-star review can trigger a wave of frustration, anxiety, and helplessness –especially when it feels fake or misrepresented.
Many owners describe it as being “held over a barrel”, with their reputation hanging on the words of someone they may never have met.
The Australian Competition and Consumer Commission (ACCC) has highlighted the growing problem of fake or manipulated online reviews.
In a national sweep of 137 businesses, 37 per cent showed signs of concerning conduct, raising red flags about the authenticity of online feedback.
An ACCC spokesperson said: “Online reviews are important tools used by consumers in decision making. Online reviews should be independent and genuine. False or misleading reviews can damage consumers’ trust in online information sources and business reputations.”
The regulator is concerned about manipulative practices by consumers, businesses, and digital platforms in how online reviews and testimonials are presented.
Competition, product safety, and fair-trading issues in the digital economy – with a focus on online reviews –are a current compliance and enforcement priority for the ACCC.
Small business owners are advised to take practical steps if they suspect a review is fake.
The ACCC recommends notifying the platform immediately and requesting that the review be removed.
“Businesses can also respond directly to the review in a professional manner to correct the public record,” the spokesperson said.
Digital platforms that host reviews must comply with the Australian Consumer Law (ACL) and maintain processes to detect and remove fake reviews.
At the same time, the ACCC warns about reports of misleading or deceptive conduct, and even harassment, by some businesses pressuring customers to submit positive online reviews – particularly in trades sectors where consumers often have limited experience and rely heavily on peer feedback.
“Consumers are advised, even in emergency situations, to carefully consider a range of information from multiple sources before making decisions,” the ACCC spokesperson said.
For many small operators, the stakes are high.
A single misleading review can spread quickly, affecting customer trust and sales.
With online reputation increasingly critical to business survival, both platforms and users are being urged to ensure that reviews remain fair and trustworthy.
