BUSINESS

BPCA Marketing Manager, Scott Johnstone, explores what pest control companies can do when faced with malicious or fake online reviews.

He looks at how Google and Facebook handle complaints, what the law says in different parts of the UK, and why a professional response often matters more than the review itself.

Fake reviews sting. If you’ve ever received a negative online review, you’ll know the sinking feeling.

You put in hours on site, explained every step, and still someone decides your service was worth a single star. That hurts, but at least it’s usually based on their version of events.

What really makes pest controllers grind their teeth is when the review is clearly fake, malicious or written by someone who never even picked up the phone to book you.

These aren’t just irritating – they can genuinely damage your reputation and, over time, your bottom line.

The difference between negative and malicious

The first step is understanding what you’re dealing with.

Negative reviews are part of the job. Everyone has customers who expected a silver bullet solution and didn’t appreciate that not everything is within the technician’s power to change.

Opinions, even harsh ones, are allowed online.

Malicious or fake reviews are different. These are often posted by people with no connection to your business, sometimes even by competitors. They might include personal insults, fabricated details, or sweeping claims intended to deter future customers. These can often be challenged.

Google reviews

Google reviews carry huge weight. When a customer types “pest control near me” into their phone, your star rating is often the first thing they see.

Thankfully, Google has a process for reporting reviews that break its rules. You can flag a review that looks like spam, a conflict of interest, or one containing offensive or irrelevant content.

Here’s how it works in practice:

Google doesn’t remove reviews lightly. You’ll need to show that it breaks their policies. Simply being unfair or one-sided won’t cut it. That said, persistence helps. If you genuinely believe a review is fake, keep pushing.

Facebook reviews

Facebook reviews, now called “Recommendations”, are a different beast. Customers (and non-customers) can leave feedback on your business page.

The rules are less structured than Google’s, but you can still report anything that counts as harassment, hate speech, spam or clear misinformation.

The steps are straightforward. Go to your page, open the Reviews tab, locate the offending post, click the three dots, and select “Find support or report recommendation.”

The problem is that Facebook’s response times and outcomes can feel inconsistent. You might get a fake review removed quickly, or you might hear nothing back for weeks.

Unlike Google, you can also choose to switch off reviews altogether, but that’s a blunt tool. It hides the good with the bad, which isn’t ideal if you’ve worked hard to build up a library of glowing five-star feedback.

What the law says

Sometimes online platforms aren’t enough, and you may wonder if the law can help. The answer depends on where in the UK you are.

The takeaway is that legal action is rarely the first port of call. Suing over a single fake review is unlikely to be a proportionate or cost-effective approach.

Persistent, coordinated campaigns of malicious reviews, however, may justify escalation. Always speak to a solicitor before considering this route, and remember members can access BPCA Quest for free legal advice.

Professional responses matter

While you work on getting a review removed, your public reply is the one thing you can control immediately. Customers scrolling through your profile will notice your tone as much as the score.

A short, calm response can turn the tables. For example:

“Thanks for your feedback. We don’t have a record of you as a customer, so we’d like to look into this further. Please contact us directly on [phone/email].”

If this is a real customer, then you can use a more detailed response, but avoid getting into the specifics for each customer. For example:

"Thank you for taking the time to leave a review. We’re proud of the work we carry out and always aim to provide a professional, reliable service.

"As members of the British Pest Control Association (BPCA), our technicians are fully trained and regularly assessed to the British and European Standard for Pest Management (EN 16636). We also follow the Association’s industry Codes of Best Practice to make sure our customers receive the highest standard of service available.

"If you would like to discuss your concerns further, please contact us directly at [insert company contact details]. If you are still unsatisfied with the resolution after speaking to us, you can also use the BPCA Alternative Dispute Resolution (ADR) scheme, which is free for customers. Details can be found at bpca.org.uk/complaints.”

This shows professionalism and makes it clear to onlookers that the review might not be genuine. Avoid getting into online arguments – they almost always backfire. A one-star review isn’t nearly as damaging as a business owner seen shouting in capital letters on the internet.

Practical strategies that work

The best defence against the odd fake review is a strong base of genuine positive ones. Encourage happy customers to leave feedback. Ask at the end of a successful job, follow up with a polite email, or include a review link with your treatment report.

Keep screenshots of anything malicious. Document usernames, dates and wording before reporting. This evidence may be needed if the situation escalates.

And don’t underestimate the value of persistence. Many pest professionals report that a second or third attempt to flag a review eventually worked. Platforms are swamped with reports, so shouting louder (politely) often gets results.

A dose of empathy

It helps to remember that customers often leave reviews in the heat of the moment. Someone who’s been kept up all night by scratching in the walls isn’t always in the calmest state of mind.

Even genuine customers sometimes conflate issues outside your control (such as council advice or neighbour disputes) with your service.

That’s not to excuse bad behaviour, but it does remind us why empathy in your replies matters. A professional response today can win back tomorrow’s customer, or at the very least reassure others reading that you’re reasonable and approachable.

And if all else fails, take comfort in the fact that pest companies aren’t alone. Just search for one-star reviews of the Grand Canyon (“too big”) or Stonehenge (“just rocks in a field”) to see how absurd online feedback can get.

Malicious reviews are frustrating, but they’re not unbeatable. Use Google and Facebook’s reporting tools, document everything, respond calmly, and focus on encouraging genuine feedback. Save legal action for serious, repeated campaigns of defamation, and lean on BPCA Quest if you need advice.

Online reputation is part of modern business life, but so is resilience. Most potential customers can spot a fake when they see one, especially if your overall profile shows professionalism, humour and care.

NEED HELP WITH MARKETING?

BPCA members don’t have to tackle online reputation issues alone.

Our Marketing team can provide advice on managing your Google Business Profile, responding to reviews, and building a stronger online presence.

If you’d like tailored support with your digital reputation, contact us at [email protected].

Source: Online