How to delete a negative Google review

Customer reviews, es­pe­cially those that turn up in Google searches, have an in­cred­ibly big influence on your business – after all, potential customers often look into how other customers rate a business. But what happens when the criticism isn’t justified, and instead, com­par­at­ively poor or even malicious Google reviews end up harming a company’s image? You’d probably want to make these disappear as fast as possible. And under certain cir­cum­stances, this is even possible.

Google continues to dominate the UK search engine market (over 80% of internet searches in the UK take place on Google). No wonder: It’s always been the IT company’s goal to provide users with the most relevant results to their searches. That’s why Google is ever de­vel­op­ing its search engine.

A result of this is the so-called “Knowledge Graph,” which was in­tro­duced in 2012. When you search for a certain company name, for example, a clear summary con­tain­ing all essential in­form­a­tion on that company will appear on the top right side of the search results, including images, contact details, and opening hours. In addition, you’ll see various Google ratings (1-5 stars) and reviews, which the company has received from customers and business partners. The same in­form­a­tion is found when you search for the company in Google Maps – provided the company has been listed here.

And the effect of these reviews shouldn’t be un­der­es­tim­ated: According to a recent survey conducted by Bright Local, 86% of consumers read reviews for local busi­nesses, with the amount being even higher amongst 18-34 years olds at 95%. 57% of cosumers will only use a business if it has 4 or more stars.Positive Google reviews are therefore an extremely important factor for the image and revenue of your company.

While they can have a positive effect on business, on the other hand, negative reviews can also have a det­ri­ment­al effect. Not only can they scare off potential customers, they can also affect your ranking on Google.

The risk of negative ratings should also not be un­der­es­tim­ated, because, generally speaking, it’s dis­sat­is­fied or angry customers that are more likely to share their ex­per­i­ences online. When we read a positive review linked to a dubious service provider, we might even trust it less than a negative review. A single 1-star review can cost you several potential customers, who will opt for your com­pet­it­ors instead.

The biggest problem, though, isn’t even that now and again negative opinions of your products or services are made public – no business is perfect, after all. The real risk is that every user is able to publish a review with their own (free) Google account – whether they’ve had anything to do with your business or not. This opinion can also be pub­li­cised entirely an­onym­ously, by using a false name and without a profile picture. Google doesn’t check the identity of its users and can’t say if and to what extent someone has had contact with that business.

The worrying con­clu­sion you can draw from this: Every Google user has the cap­ab­il­ity to misuse the system and make up negative reviews to wilfully harm a business. Even if your business is new to the market and isn’t listed on Google, a dis­gruntled reviewer can create a profile for your business and fill it with critiques. In the worst case, you’ll only have heard about it when you register at Google My Business – then, many potential customers will perhaps already have seen the negative review.

Now you’re probably asking yourself whether you can simply de­ac­tiv­ate the review function in your business profile. This isn’t possible and also con­tra­dicts Google’s mission to inform its users the best way possible. Deleting your Google account will also not prevent bad reviews: Once it’s been created, a business profile continues to appear in search results. By deleting your account you’re only losing control over it.

Your only chance, then, is to change or delete the un­fa­vour­able review. In the following para­graphs, we’ll explain what options you have.

As soon as your business profile is rated, you’ll auto­mat­ic­ally receive an email no­ti­fic­a­tion from Google My Business. If the review is negative, it’s best you screen­shot it straight away – in case you need to show evidence. Now the clock is ticking: Every day that the negative review is visible will have a negative impact on your business. So, it’s important to act swiftly.

As a re­spons­ible and service-ori­ent­ated business person, your first step should always be to get in contact with the reviewer. You could, for example, comment directly below the review. This will be publicly visible, so make sure to keep it friendly and factual.

If the reviewer is a customer or a business partner of yours, your goal should ul­ti­mately be to help him ex­per­i­ence a suc­cess­ful customer journey. Apologise for the mistake and in­con­sist­en­cies, if it seems ap­pro­pri­ate, and propose a shared solution to the presented problem. Express regret, but don’t let yourself be black­mailed.

If the issue is more complex than this, or if sensitive data is involved in the com­mu­nic­a­tion, you can suggest that you contact the customer through the messaging function of your My Business account or via the phone. But consider that a dispute that can be publicly resolved probably carries the most marketing weight, sig­nalling a customer-centric mentality. It might even be possible to get the reviewer to re­con­sider their initial review and change it.

If you can’t get in touch with the reviewer and you get the feeling that the negative review is unfounded or in­ap­pro­pri­ate, you should try to get in touch with Google directly.

Following several data pro­tec­tion scandals and at the latest with the entry of the European data reg­u­la­tion the internet giant Google seems to have realised that the interests of its users must be taken seriously to avoid com­plaints and legal disputes. If you’re not happy with a Google review, the service provider has got various options for you:

One is the “Flag” directly beside the given review, with which you can report anything that’s “in­ap­pro­pri­ate.” What exactly can be regarded as in­ap­pro­pri­ate is explained in the Google guidelines. Reviews that contain this kind of content are not allowed:

• Obscene, vulgar, or insulting language
• Hate towards employees
• Identical content that’s posted several times
• Creating several Google accounts for the same purpose
• Writing reviews solely to ma­nip­u­late the overall rating
• Writing un­truth­ful reviews

The last two points are es­pe­cially difficult to prove, making the deletion of a review based on these rather unlikely. It’s also very unlikely to have 1-star reviews deleted that don’t contain any text, because they don’t con­tra­dict the guidelines.

A further point of contact is Google Support, which you can reach by phone or by chat. While the service rep­res­ent­at­ive isn’t au­thor­ised to delete the review, they can look into your request and forward it to “the relevant division” – if there is an iden­ti­fi­able breach of the Google guidelines.

The final and most promising point of contact, though, is Google’s legal de­part­ment, as it’s not only in charge of pro­tect­ing internal guidelines, but for all other legal affairs. To attract their attention, you must first fill in a re­l­at­ively lengthy online form. In addition, Google asks that you name the ap­plic­able law as best as possible that would justify the deletion of the faulty review. For the highest chance of success, it’s worth first looking into the legal situation at hand.

You can’t stop people from rating your business online and making these public. By the same token, you have no right to simply delete an un­fa­vour­able critique. The Consumer Pro­tec­tion from Unfair Trading Reg­u­la­tions 2008 prohibits unfair com­mer­cial ‎practices in the UK, so if a business tries to distort online reviews, they will be in breach of these rules.

This changes, though, when the Google review in question meets one of these offences, among others:

• Spam and fake content: Your content should reflect your genuine ex­per­i­ence at the location.
• Offensive content: Google will remove content that contains obscene, profane, or offensive language or gestures. 
• Dangerous and derog­at­ory content: This is content that threatens, advocates harm, harasses, in­tim­id­ates, bullies, or incites hatred.

Reviews that fall under these cat­egor­ies can be taken down when flagged in order to comply with Google policies or legal ob­lig­a­tions. Google only gets involved when merchants and customers agree on facts, as otherwise there is no reliable way to discern who’s right about the customer ex­per­i­ence. That’s why, when it comes to negative reviews, it’s always important to determine whether the reviewer was at all a customer or a business partner. So: Check your trans­ac­tions and other business records to see if you can determine whether or not the negative review is fake.

Often, the problem is de­term­in­ing between a false al­leg­a­tion or offensive comment and a le­git­im­ate critique that’s protected by freedom of speech. A sub­ject­ive review, for example, that states “The at­mo­sphere in the res­taur­ant wasn’t com­fort­able, because of the red lighting” could be regarded as fake, if there are no lamps with red lighting installed in the es­tab­lish­ment. On the other hand, a polemic and ex­ag­ger­ated review that states “Service was useless and in­com­pet­ent” could be in­ad­miss­ible as long as the reviewer justifies this, for example by adding “He had no knowledge of technical terms and wasn’t capable of providing a clear answer to my question even after repeated attempts.”

While Germany’s Federal Supreme Court even decided in March 2016 that one-star ratings without reviews undercut the rights of the reviewed business – as these don’t prove any kind of contact between the author and the business – in the UK it is not so cut and dry as to whether one-star ratings violate Google’s guidelines. Because Google doesn’t know who your customers are, arguing that the reviewer wasn’t a customer isn’t an ac­cept­able reason, since Google allows anonymous usernames. The other reason why it’s difficult to have Google delete a negative rating is because you don’t have to be a customer to leave a review; reviewers need to have had a “customer ex­per­i­ence” which could entail a phone con­ver­sa­tion or just an email that didn’t receive a fast enough reply.

If the legal lingo is getting too complex or you’re not familiar with the legal details, it might be worth involving a lawyer who’s spe­cial­ised in the field. The same applies if Google hasn’t gotten back to you within 14 days of your request being re­gistered with Google Support or the legal de­part­ment. The lawyer’s title alone will sig­ni­fic­antly increase your chances of getting in touch with the correct rep­res­ent­at­ive at Google, and one step closer to asserting your rights.

You can identify very quickly whether you’ve consulted the right lawyer, by looking at how they react when you explain you want the negative Google review to be deleted: A negative or skeptical reaction signals to you that the lawyer is not familiar enough with the ap­plic­able UK law.

As you can see, deleting an in­ap­pro­pri­ate or even fake Google review can be a true challenge, but isn’t im­possible. Pre­ven­tion will always be better than treatment: By offering helpful customer service and by setting up an efficient complaint man­age­ment system, the number of negative reviews can be kept to a minimum.