Online reviews can make or break a business. In the EU, fake reviews and review extortion have become a growing problem. Competitors post false complaints. Customers demand refunds or freebies under the threat of bad reviews.
For businesses, knowing how to fight back within EU law is essential. This guide explains how fake reviews are regulated, what legal steps you can take, and how to protect your reputation.
Why Fake Reviews Are Such a Big Deal
Research shows that over 90% of EU consumers read online reviews before making purchases. A single bad review can lower trust and drive potential customers away. Worse, when fake reviews pile up, they can sink rankings on platforms like Google or TripAdvisor.
One café owner in Madrid shared how five fake one-star reviews dropped their Google rating from 4.7 to 4.2 in just a week. “We saw fewer walk-ins almost immediately,” they said.
The EU recognizes this as a major consumer protection issue. That is why fake reviews fall under unfair commercial practices laws.
Understanding the Legal Framework in the EU
The Unfair Commercial Practices Directive (UCPD) is the main EU law governing fake reviews. It bans misleading actions and omissions in consumer transactions, including false or manipulated reviews.
In 2022, the EU added new rules requiring businesses to confirm whether reviews come from real customers. Platforms must show how they verify authenticity. Posting fake reviews, even anonymously, is now explicitly illegal.
Violations can result in fines from national consumer authorities. These penalties vary by country but can be steep. For example, France’s DGCCRF agency has issued fines of up to €375,000 for fake review schemes.
What Counts as Review Extortion?
Review extortion happens when someone threatens to post a bad review unless you give them money, free services, or other benefits. It is a criminal offense in most EU countries.
A hotel owner in Rome reported a guest who demanded a free three-night stay or else they would “trash the hotel on every review site.” After reporting the case to Italian police, it was investigated as attempted extortion.
If this happens, save all messages, emails, or screenshots. They are vital evidence if you need to file a police report.
Steps to Fight Fake Reviews
1. Report Reviews to the Platform
Most review platforms, including Google and Trustpilot, have reporting tools. Flag reviews that violate guidelines, such as those from non-customers or containing abusive language.
Google, for example, allows you to dispute reviews by marking them as “false” or “spam.” If accepted, they will be removed within days.
2. Request Evidence of Customer Interaction
Under EU rules, platforms must ensure transparency. You can ask them to verify whether the reviewer was a real customer. If they cannot, that review may be deleted.
3. Contact National Consumer Protection Agencies
If fake reviews keep appearing, report them to your local enforcement body. Agencies like Germany’s Bundesnetzagentur or Spain’s Agencia Española de Consumo investigate cases tied to unfair competition.
Legal Action Against Review Extortion
If someone is threatening you for money or free goods, involve law enforcement. Extortion is treated seriously in EU law.
File a report with your local police or prosecutor’s office. Provide chat logs or emails that clearly show threats tied to reviews. In some cases, authorities can track down the offender and press charges.
A restaurant owner in Paris shared how quick reporting helped. “We went to the police the same day,” they said. “They contacted the platform, and the fake review was removed within 48 hours.”
Using Review Management Services
If handling this alone feels overwhelming, you can hire experts. A google review removal service can help you flag and dispute fake reviews quickly. These services also monitor your listings for new suspicious activity, saving you time and stress.
While you can file reports yourself, professional services often know how to fast-track cases using established contacts at review platforms.
Preventing Fake Reviews Before They Happen
Be Proactive with Happy Customers
Ask satisfied customers to leave real reviews. More positive reviews reduce the impact of the occasional fake one.
How AI Is Being Used to Detect Fake Reviews
AI tools are now playing a big role in spotting fake reviews. Platforms like Google and Trustpilot use machine learning models to scan for patterns that indicate fraud. These systems can detect suspicious activity, such as multiple reviews from the same IP address or accounts that post similar comments across many businesses.
AI Tools for Drafting Professional Review Responses
AI is not just for detection. It can also help businesses respond better. Replying quickly and professionally to reviews—both real and fake—can protect your reputation and show customers you care.
AI response assistants can generate polite and effective replies in seconds. If a review is false but not removed yet, you can use AI to draft a clear statement that addresses the issue without sounding defensive.
EU Platforms Now Face More Accountability
Recent EU rules place more responsibility on platforms. They must:
- Show if reviews are verified
- Remove fake reviews quickly
- Provide businesses with clearer dispute processes
This shift gives businesses stronger grounds to challenge fake or extortionate reviews.
Final Thoughts
Fake reviews and review extortion are serious threats for EU businesses. But the law is catching up. With the UCPD and newer regulations, companies now have clearer paths to fight back.
Report fake reviews to platforms. Document threats and involve authorities in extortion cases. Use tools or professional services if needed to stay ahead.
Online reviews influence nearly every customer decision. By knowing your rights and acting fast, you can protect your reputation and keep bad actors from damaging your business.
