What is review bombing and how is it harming businesses?

Luke Meredith

Review bombing is when a business suddenly receives a flood of negative online reviews in a very short amount of time, usually from people who were never actual customers.

Instead of being real feedback about poor service or a bad experience, these reviews are coordinated attacks meant to damage a business’ reputation as quickly as possible.

The reviews often look similar, appear all at once and include vague or repeated complaints that don’t match how real customers normally write.

This kind of attack has become a growing problem for many different types of small businesses that rely heavily on online ratings. Because most people check reviews before choosing where to eat or shop, even a brief wave of one-star ratings can scare potential customers away.

Research has stated that 81% of people use Google to read reviews, and 94% say a single negative review has influenced them to avoid a business. This means attackers know exactly how much impact their false reviews can have.

What makes review bombing even more serious is that it’s increasingly being used as a way to pressure business owners into paying money. In some cases, after the fake reviews appear, criminals follow up with messages demanding payment in exchange for stopping the attack or removing the reviews. If a business responds or pays, attackers may continue the pressure or move on to other harmful tactics, such as phishing emails, fake “support team” messages or attempts to break into company accounts.

Review bombing can happen on popular platforms, most notably Google Reviews. As these platforms are so public and widely used, attacks can spread fast, causing real financial damage before the business even understands what’s happening.

The difference between real criticism and review bombing comes down to timing, repetition and intent. Genuine negative reviews focus on specific experiences, but review bombing is about overwhelming a business with sudden negativity to create panic or force a reaction.

If your business needs help establishing a positive presence online, at Engage Web, we can help. Speak to our team now to find out how we can support you.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.