Fake Reviews Threaten Small Businesses: How Contractors Can Protect Their Online Reputation
The New Scam Targeting Small Businesses
Small businesses across the U.S., including movers, roofers, contractors, and appliance repair companies, are facing a new kind of extortion. Scammers post waves of fake 1-star Google reviews or threaten to do so, then demand payment to get them to stop.
A recent article by Stuart A. Thompson in The New York Times, “Small Businesses Face a New Threat: Pay Up or Be Flooded With Bad Reviews” (Sept. 11, 2025), highlights this new concern. Thompson gives the example of Los Angeles contractor Natalia Piper, whose company’s rating plummeted from 5.0 to 3.6 stars after scammers attacked her Google Business Profile (GBP). She paid hundreds of dollars to different overseas accounts to remove reviews, only to be targeted again. Other businesses around the United States are reporting the same problem.
The Federal Trade Commission (FTC) has introduced rules against fake reviews, but enforcement remains limited, and Google’s removal system is often slow and frustrating. Meanwhile, artificial intelligence is making it easier than ever for fraudsters to generate realistic fake reviews at scale.
Why This Matters for Service Contractors
For contractors in industries like roofing, landscaping, HVAC, electrical, cleaning, and moving, Google reviews can make or break your business. A sudden drop in ratings can mean fewer calls, lost leads, and thousands of dollars in missed revenue.
Scammers know that local service providers often don’t have hundreds of reviews like big-box stores or restaurants, so even a handful of fake 1-star reviews can devastate a small company’s reputation.
Steps Contractors Can Take to Protect Their GBP
- Strengthen Your Google Business Profile
- Keep your business information accurate and up to date.
- Enable all security features on your Google account (two-factor authentication is a must).
- Avoid listing your personal cell phone number publicly. Scammers often use it to send WhatsApp messages.
- Encourage Genuine Reviews
- Ask satisfied customers to leave honest feedback. A steady stream of positive, real reviews makes it harder for fake ones to drag down your rating.
- Use follow-up texts or emails to make the process easy for customers.
- Monitor Your Profile Regularly
- Check for sudden drops in ratings or suspicious review activity.
- Respond to all reviews (positive and negative) professionally. This shows customers and Google that you are engaged.
- Report Fake Reviews Immediately
- Use Google’s “Report a Review” tool to flag fraudulent content.
- Keep records (screenshots, dates, contact attempts) in case you need to escalate your case.
- Don’t Pay Scammers
- Paying only encourages more attacks. Report, document, and push back through Google.
What to Do if You’re Targeted
- Stay calm and don’t engage directly with extortion messages.
- Report the reviews through your GBP dashboard.
- Document everything. If needed, you may also file a complaint with the FTC.
- Lean on your community. Encourage loyal customers to leave fresh, authentic reviews to help drown out the fakes.
- Get professional assistance. If you have difficulty getting fake reviews removed, if you end up with a suspended GBP, or if you need assistance with managing your profile, seek a reputable Google Business Profile management company to help.
Final Thoughts
Online reviews are one of the most powerful tools for small business growth, but they’ve also become a target for scammers. Contractors who partner with 99 Calls already benefit from lead generation and reputation management strategies, but vigilance is key. By strengthening your Google Business Profile and knowing the steps to take when fake reviews appear, you can protect and build your hard-earned reputation.
