Take action against negative online reviews

Crafts 4.0: Negative online reviews damage a business's image and drive away customers. However, many portals don't allow for simple deletion. How can you take action against bad reviews?

This article is part of the special topic Digital Crafts

Online reviews are now crucial for your own business success: According to a survey by the marketing software specialist Brightlocal from February 2023 98 percent of all customers read online reviews of local businesses. Another study by Reviewtrackers from 2022 also shows: For 94 percent of prospective customers, negative reviews were the main reason for avoiding a company.

But the power of online reviews is not yet exhausted: Even in On job boards and employer rating portals, assessments have a major influence on employer attractiveness. A study by the Trendence InstituteAt the beginning of 2022, prospective customers on average refrain from applying if companies achieve less than 2,6 out of five rating stars.

Take criticism seriously

The figures show that It pays off for tradesmen to maintain their good reputation on the InternetOtherwise, there is a risk that customers, skilled workers, and trainees will be put off from your business in the long run. The right to freedom of expression is, of course, protected by the German constitution when it comes to online reviews – even if the business owner sees things quite differently. In this case, it is advisable to To seek dialogue with the customer to find a solution together.

Nevertheless, there are limits that tradespeople should respect: In the case of fake reviews, threats, insults or slander, the limits of freedom of expression are not only exceeded, they can also be § 187 of the Criminal Code (StGB) may even be punishableIf a review violates laws or the provider’s guidelines, tradespeople should immediately inform the platform operator – for example, Discrimination, false factual statements or the Publication of personal data, such as addresses or telephone numbers. Many review portals have a Button to report inappropriate reviews.

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Collect facts and evidence

If this button is missing, the operator can be informed by email. Craftsmen should provide a good reason for the requested deletion – for example, that Content demonstrably false are, there is no connection to the customer at all or that a Violation of applicable laws Verifiable facts and accompanying documentation increase the chances of deletion. Then you have to wait until the operator responds with a brief statement. This often takes several days or weeks. In the meantime, tradespeople can try to contact negative reviewers themselves to have their review changed or deleted.

Consider legal action

If both the platform operator and the reviewer refuse to delete a review because they believe it does not violate any guidelines or applicable law, tradespeople must consider how to proceed. If your goal is to delete a review, there are specialized service providers who will examine the case with legal assistance and – if there is a prospect of success – take targeted steps to remove the reviewSome service providers only charge fees if the deletion is successful.

Regardless, there is the possibility for craftsmen to to sue the author of the negative review or the operator of the platformto get a cease and desist or Compensation However, this is associated with costs and risks. Therefore, tradespeople should consult seek advice from experienced legal specialists and weigh the chances of success. It's also important to remember that individual negative reviews aren't necessarily bad: When reviews highlight both positive and negative aspects, they appear much more credible than uncritical praise, for example. Furthermore, prospective customers are impressed when tradespeople respond to negative reviews, admit to potential mistakes, and resolve problems without bureaucracy. This is precisely what characterizes good customer service.

Checklist: How to deal with negative reviews

In case of justified criticism

Photo: © Thomas Busch

Show understanding and apologize – even if the actual fault is not yours. Make a concrete solution proposalhow you intend to resolve the problem in the interest of the customer. Possible measures include, for example, Repair or a discount voucher for the next order. After successfully resolving the issue, you can ask the customer to provide an updated review.

In case of unjustified criticism

Relativize or correct the negative assessment with your own factual knowledge. Formulate your answer in a friendly manner, avoid emotional passages, and do not accuse the customer. Offering a personal conversation shows that you take criticism seriously and are committed to providing good service.

In case of unlawful criticism

If the The identity of the author is not apparent, you can invoke Section 16 of the E-Commerce Act (ECG) to ask the operator of the review platform to provide you with the relevant information. At the same time, you should Inform the platform operator about the infringement and request the deletion of the unlawful review. The operator is then obliged to review the review and remove it if necessary. At the same time, you can Report to the policeIf the request to remove the online review was not successful, the last step is to Appointing a specialized lawyerThis can be used in addition to a omission of the unlawful conduct also Compensation .

Observe laws

When engaging in online activities, always consider all legal requirements, such as GDPRthe Copyright Law and Telemedia Act.

Online reviews from a legal perspective How to react correctly to criticism in review portals is explained by a lawyer > here

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