Dealing with Fake or Unfair Reviews
A review can be inaccurate, abusive or unrelated to a genuine order without being easy to remove. The correct response is to preserve evidence, use the platform's reporting route and keep customer support separate fro…
A review can be inaccurate, abusive or unrelated to a genuine order without being easy to remove. The correct response is to preserve evidence, use the platform's reporting route and keep customer support separate from a public argument. Labelling criticism “fake” without proof can make the situation worse.
Distinguish different problems
| Problem | Example | Best first action |
|---|---|---|
| Potentially fake | No plausible order, copied wording or coordinated activity | Preserve evidence and report through the platform |
| Genuine but mistaken | Wrong location, date or delivery channel | Reply calmly and invite private verification |
| Unfair opinion | Harsh but subjective comment about taste or value | Do not treat disagreement as proof of falsity |
| Abusive or threatening | Harassment, discriminatory language or credible threat | Use platform safety tools and escalate where necessary |
| Privacy breach | Address, phone number, staff medical information or payment detail | Request urgent removal and document the exposure |
Preserve an evidence pack
- Screenshot the full review, profile name, date, rating and platform URL.
- Record the platform case reference and every response.
- Search all order channels using reasonable time and spelling variations.
- Preserve related messages, refund records and staff incident notes.
- Do not collect excessive information merely to strengthen a public dispute.
Absence of a matching order is only one signal. The reviewer may have used another person's account, ordered by phone or reviewed the wrong branch. Phrase the public reply accordingly.
Use the platform process before legal escalation
Each service has its own categories for conflicts of interest, impersonation, off-topic content, harassment and privacy. Select the most accurate category and provide concise evidence. Repeatedly reporting a genuine negative review under multiple categories is not a sound moderation strategy.
If coordinated fake-review activity, extortion or fraud is suspected, preserve the communications and obtain appropriate professional advice. A routine critical review should not trigger a legal threat.
Write a restrained public reply
“We have checked the details available to us but have not yet been able to identify this order. We would still like to investigate. Please contact [working private route] with the order date, channel and first part of the postcode. We will not ask you to publish personal details here.”
If the review is clearly about another branch, explain the distinction and provide the correct contact route. Do not accuse the reviewer of lying unless there is robust evidence and a considered reason to make that statement publicly.
Do not manufacture the opposite narrative
Buying positive reviews, asking staff or relatives to post as customers, or arranging a burst of favourable ratings to bury criticism creates a larger legal and reputational problem. UK consumer law now expressly prohibits fake reviews and requires businesses that publish consumer reviews to take reasonable and proportionate steps to prevent and remove them.
Review the operational cause anyway
An unfair review may still reveal a weak point: unclear branch names, inconsistent delivery promises, missing support contact or poor complaint handling. Close the operational gap even if the platform removes the review.
Practical next step: create a standard evidence folder and a two-stage approval rule for public replies alleging falsity. One person investigates; another checks the wording before publication.
Related guides
- Restaurant Marketing and Customer Retention — the main guide for the wider topic.
- Reviews and Reputation — the broader guide that frames this implementation.
- Review Platforms for Takeaways — a closely related operational control to review alongside this page.
- Managing Online Reviews — a closely related operational control to review alongside this page.
Sources and date checked
Guidance checked: 24 July 2026. Platform tools and policies can change, so confirm the current process before acting.
Operational, legal and platform requirements can change. Recheck official guidance and supplier documentation before altering a live service.
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