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As every business owner knows, online reviews can be daunting, given the lack of control you have over what strangers might say about your business. We’ve written about some practical tips on dealing with negative reviews here.
Consumers continue to rely heavily on online reviews in their purchasing decisions – which is why it’s important to treat every reviewer with courtesy, regardless of how unreasonable their expectations may sometimes seem.
It is natural to want to manage the public face of your business. But are you allowed to alter or delete the reviews people have posted online? Could doing so be considered misleading or deceptive conduct under current consumer law?
In this article we’ll explore the legalities of altering and deleting online reviews and examine whether it’s acceptable to incentivise customers to leave reviews.
Is It Illegal To Delete Or Alter Bad Reviews?
First up, misleading conduct is illegal. According to the Australian Competition and Consumer Commission (ACCC), if the overall body of reviews does not accurately reflect genuine consumer opinions, customers may indeed be misled. This guidance remains as relevant in 2025 as ever.
This means that businesses which delete or alter reviews run the risk of misleading their customers, potentially inviting serious legal consequences. For more information on maintaining transparent business practices, you might find our guide on Website Terms & Conditions useful.
A high-profile case that continues to serve as a warning involved HealthEngine, a prominent booking service for General Practitioners. In 2025, it emerged that HealthEngine had suppressed thousands of genuine customer reviews and substantially altered over 3,000 reviews before publication – often removing negative feedback entirely. As a result, the Federal Court imposed penalties of approximately $3 million for engaging in misleading conduct. This case underlines the importance of truthful and transparent review practices, a principle echoed in our discussions on legal advice for startups.
Can You Incentivise Customers To Leave A Review?
Offering incentives to customers to leave reviews is a risky practice and may result in misleading and deceptive conduct if not managed carefully. You can, however, incentivise customers ethically, provided that:
- These incentives are clearly disclosed to all consumers who rely on your reviews;
- The incentives are available to everyone – including those likely to leave negative feedback;
- You apply the same criteria to all reviews, ensuring fairness;
- You make it clear that the incentive is not contingent on the review being positive.
Is It Illegal To Leave Fake Reviews?
Don’t do it! It is unlawful to post reviews that you know are fake, as such reviews can mislead prospective customers and distort the true reputation of a business.
You should avoid publishing:
- Reviews that appear genuine but are actually written by your business itself;
- Reviews from individuals who received a reward specifically for writing a positive review;
- Reviews posted by individuals who have not actually experienced your service;
- Fake reviews authored by a competitor.
As best practice, only request reviews from customers who have genuinely experienced your service. Never ask for reviews that do not accurately represent a real experience. And if the reviewer is someone you know well, it’s wise to ensure they disclose their relationship to maintain transparency.
Looking ahead, with digital feedback continuing to play a critical role in consumer trust, regulatory oversight in this area has intensified. Staying informed through current resources—such as our guides on Online Business Privacy and Intellectual Property—can help ensure your business remains compliant and transparent in the evolving digital marketplace.
What To Take Away…
To treat your customers right and avoid legal pitfalls, it’s crucial not to tamper with genuine online reviews. Misleading and deceptive conduct remains a serious offence that can lead to substantial fines and penalties for your business. Ensuring clear, accessible information in your T&Cs and maintaining transparency are key to safeguarding your reputation.
If you’re uncertain whether your current practices might be considered misleading – or if you’d like assistance in updating your review policies and website legal documents – consult one of our specialist contract lawyers. You can contact us on 1800 730 617 or email team@sprintlaw.com.au for a free consultation. For further reading, explore our additional resources on Online Business Privacy and our insights on compliance with consumer guarantees to ensure your business stays ahead in the digital realm.
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