Spotting fake reviews: 7 warning signs that almost always apply

Fake reviews aren't isolated cases but a business model – commissioned by competitors, produced by review farms or born from personal feuds. They can usually be recognised by a few characteristics.

1. The profile has no history

Click on the author's name. An account that has only existed for a short time, has no other reviews or only hands out 1-star ratings is suspicious.

2. Geographic jumps

A user who rates a hairdresser in Kiel, a car dealer in Munich and a practice in Dresden within one week is rarely a real customer.

3. No concrete reference

Real customers mention details: the employee's name, the dish, the date, the problem. Fakes stay vague – "bad service", "never again", "unfriendly".

4. Conspicuous timing

Several negative reviews within a few hours, or right after an argument with an employee or competitor, are a strong indication.

5. No customer record

The most important evidence: is there no invoice, no appointment, no reservation matching the name? Then customer contact is missing – the most common reason for removal.

6. Copy & paste

Identical or barely altered texts across several businesses point to review farms. A quick Google search for the wording helps.

7. Advertising for others

"Go to XY instead, they're much better" – that's not a review, it's advertising, and therefore a clear violation.

And then?

Document the irregularities with screenshots and dates, check your customer data and report the review via the official route – with the right category and a factual justification. With several suspicious reviews, a bundled, professionally documented submission pays off: it raises the success rate considerably.