What Is the Difference Between a Bad Review and Defamation Online?
Every business will face negative reviews at some point. In fact, 96% of consumers actively look for negative reviews before making a purchase because they see them as a sign of authenticity (PowerReviews, 2022). But there’s a crucial line between a legitimate negative review and defamation.
Understanding this difference isn’t just academic — it determines whether you can (and should) remove the content or respond strategically. Mislabeling criticism as “defamation” can backfire, but failing to act against actual defamation can damage your brand and cost real revenue.
What Counts as a “Bad Review”?
A bad review is any negative feedback left by a genuine customer expressing their personal opinion or experience.
Key Features of a Legitimate Bad Review:
Subjective Opinion: “The service was slow,” “I didn’t like the food,” or “The product didn’t work for me.”
Customer Experience-Based: Even if exaggerated or emotional, it’s tied to an actual transaction.
Protected Speech: In the U.S. and U.K., opinions about services or products (even harsh ones) are generally protected under free speech laws.
👉 Example: A restaurant customer leaving a 1-star review because they felt the waiter was rude. This isn’t pleasant for the business, but it’s legitimate feedback.
Why They Matter:
Bad reviews are not always bad for business. Studies show that consumers are more likely to trust businesses with a mix of positive and negative reviews compared to those with only glowing feedback (Spiegel Research Center, 2017). Responding to these reviews constructively can actually boost trust.
What Is Defamation Online?
Defamation occurs when someone makes a false statement presented as fact that damages your reputation.
Key Features of Defamation:
False Information: The claim is factually untrue (e.g., “This company is scamming customers” when it isn’t).
Presented as Fact, Not Opinion: The reviewer states something as an absolute truth, not a personal feeling.
Damaging to Reputation: The statement could reasonably harm your business or deter customers.
Intent or Negligence: In many jurisdictions, defamation requires showing the statement was made with malicious intent or reckless disregard for the truth.
👉 Example: A competitor posing as a customer and writing: “This company steals credit card information.” If untrue, that’s defamatory.
Why the Distinction Matters
Bad Reviews = Respond & Improve
They reflect customer perception. You can’t (and shouldn’t) try to remove them unless they break platform rules.
Instead, respond with empathy and use the feedback to improve operations.
Defamation = Removal or Legal Action
Defamation crosses a legal line. Businesses have the right to report defamatory reviews to platforms like Google or Trustpilot, which explicitly prohibit content that is false or malicious.
In serious cases, companies can pursue legal remedies. In the U.K., the Defamation Act 2013 provides protections against statements that cause “serious harm” to a reputation, while in the U.S., libel laws apply at the state level.
The Financial Impact of Defamation
The stakes are high. Research shows:
22% of potential customers are lost when a single negative article shows up on the first page of Google (Moz, 2018).
With three negative results, the potential loss jumps to 59% of customers.
A single fake or defamatory review can reduce trust significantly — 62% of consumers say they would stop using a business if they suspect reviews are fake or manipulated (BrightLocal, 2023).
Unlike legitimate negative reviews (which can sometimes be turned into opportunities), defamatory content poses a serious, unfair financial risk.
Examples of the Difference
ScenarioBad ReviewDefamationCustomer Feedback“The delivery was late, and I won’t order again.”“This company takes your money and never delivers products.”Restaurant Review“The food tasted bland and overpriced.”“This restaurant poisons its customers intentionally.”Employee Review“Management was disorganized, and I didn’t enjoy working here.”“This company launders money and cheats its staff out of pay.”
How to Handle Each Case
Handling Bad Reviews
Respond politely and professionally.
Acknowledge the feedback, apologize where appropriate, and offer to resolve offline.
Use the opportunity to demonstrate customer care to future readers.
Handling Defamation
Collect evidence (screenshots, URLs, timestamps).
Report the content to the platform — both Google and Trustpilot allow reporting of reviews that violate their policies.
If the platform won’t act and the content is damaging, seek legal advice.
Work on content suppression strategies (publishing positive, SEO-friendly content to push defamatory results down).
How Clean Rep Helps
At Clean Rep, we specialize in distinguishing between bad reviews and defamatory ones — and responding appropriately. We help businesses:
Monitor reviews across platforms.
Respond to legitimate negative reviews in a way that protects and even enhances reputation.
Remove or suppress defamatory content that could unfairly damage a brand.
The goal isn’t to silence criticism but to ensure businesses are represented fairly online.
Final Thoughts
The difference between a bad review and defamation lies in truth and intent. Bad reviews, while frustrating, are part of doing business — and can actually boost credibility if handled well. Defamation, on the other hand, is false, malicious, and damaging — and requires swift action.
By understanding this difference, your business can respond smarter, protect its reputation, and build trust with customers who value transparency.
Need help protecting your business from false or defamatory reviews? Clean Rep is here to ensure your reputation stays strong, fair, and trustworthy.
