How to Remove a False Better Business Bureau (BBB) Review

Better Business Bureau (BBB) reviews can significantly impact your business’s reputation, influencing potential customers and affecting brand credibility. Unlike pure review platforms, the BBB also functions as a long-standing consumer advocacy organization, making their reviews and complaint resolution process particularly influential. If a review on your BBB Business Profile contains inaccurate, misleading, or fabricated claims, it is crucial to address it effectively.

The BBB has clear policies for both reviewers and businesses, aiming to foster trust in the marketplace. While it encourages genuine feedback, it also sets standards for truthfulness and experience. If a review crosses the line into false statements of fact that harm your business, you have options both within the BBB’s dispute resolution framework and through legal remedies. At Minc Law, we have extensive experience in internet defamation and online reputation management, regularly assisting businesses in navigating complex review challenges, including those on the BBB.

This guide will walk you through identifying problematic BBB reviews, understanding the BBB’s specific resolution processes, and outlining legal steps to take when necessary.

What Counts as a Problematic Better Business Bureau (BBB) Review?

A BBB review is considered problematic if it contains information that is inaccurate, misleading, or fabricated, directly contradicting BBB’s core mission of advancing marketplace trust. This can include:

• Claims about services or products you never provided
• Fabricated events or interactions
• Incorrect statements about business practices
• Exaggerated or invented complaints

The BBB’s “Customer Review Submission Terms” are explicit: reviewers must certify their review “Is my genuine opinion of this business… and that I have no personal or business affiliation with this business, and have not been offered and have not received any incentive or compensation originating from the business to write this review.” They also must attest that it “Is a truthful account of my experience with the business, and that I alone am legally responsible for the truth of what I write.”

Problematic reviews often fall into two key categories:

1. Reviews not based on a genuine experience

If a reviewer has never had a legitimate interaction with your business (e.g., no purchase, service use, or customer support contact), their review violates BBB’s genuine experience requirement. The BBB does not accept anonymous reviews and often uses contact information for verification purposes, which can help in identifying non-genuine experiences.

2. Reviews that contain false statements of fact

Even if a reviewer had an interaction, their review is problematic if it includes factual claims that are untrue and harmful.

Opinions, even negative ones, are allowed. Statements of fact that are incorrect or fabricated are not.

Comparing the review with your internal records is a helpful first step. If the timeline, service details, or alleged events do not match any real customer interaction, that is a strong indication that the review is false.

First Step: Document All Evidence Before It Disappears

Before responding to the review or reporting it to the BBB, it is important to preserve all evidence. Reviews can be altered or removed, so preserving evidence is key.

When documenting the review, capture the following:

• A full screenshot of the review, including the text, star rating, reviewer’s name, and date. Note that BBB does not accept anonymous reviews, so a username will always be present.
• The exact URL of your BBB Business Profile and the review location.
• Any replies, comments, or interactions connected to the review.
• The reviewer’s profile details that are publicly visible.
• The date and time you captured the evidence.

It can also be helpful to document internally why you believe the review is false or misleading. For example, you may note that the alleged event never occurred, that the reviewer was never a customer, or that the timeline does not match any internal records.

This meticulous documentation strengthens your case, whether you are reporting to the BBB or considering legal action.

How to Address Problematic Better Business Bureau (BBB) Reviews

Addressing a problematic BBB review typically involves a combination of professional communication, utilizing the BBB’s dispute resolution process, and, when necessary, legal action.

Responding Publicly to the Review

A professional, concise reply can help mitigate the impact of a problematic review. Aim to keep your response factual and calm. If the review does not match any internal record, you might state so and invite the reviewer to contact you privately for clarification.

It is important to remember that the BBB explicitly prohibits offering compensation or incentives for changing a review. The “BBB Customer Review Submission Terms” state that reviewers certify they “have not been offered and have not received any incentive or compensation originating from the business to write this review.” Doing so can lead to further issues for your business.

If the review is clearly abusive or fabricated, you may decide not to publicly respond at all. In those situations, utilizing the BBB’s formal dispute process and legal assessment may be more effective.

Utilizing the BBB Dispute Resolution Process

The BBB’s primary mechanism for dealing with reviews and complaints is its formal dispute resolution process. Businesses can challenge reviews by initiating a formal response through their BBB Business Profile.

To do this, log in to your profile at bbb.org/for-businesses. Navigate to the section managing customer reviews (often titled “Customer Reviews” or similar) and locate the review you wish to address. You will typically have an option to respond directly to the review or challenge its veracity. The BBB’s system is designed for communication between the business and the reviewer.

When you challenge a review, the BBB typically forwards your response or challenge to the reviewer, who is then given an opportunity to respond to your points. The BBB’s “Dispute resolution procedures” state that complaints are forwarded to the business within two business days, and businesses are requested to respond within 14 calendar days. A similar timeframe likely applies to a business challenging a review.

It is important to understand that the BBB’s role is to facilitate communication and resolution. It does not arbitrate disputes over the truthfulness of statements or act as a judge. Instead, it evaluates whether the review and your response adhere to its authenticity and content requirements. This means even if you believe a review is false, the BBB might not remove it if it meets their procedural guidelines.

When a BBB Review Becomes Defamatory

Not all negative or inaccurate reviews meet the legal threshold for defamation. A BBB review crosses into defamation when it includes false statements of fact that specifically harm your reputation. This is distinct from a reviewer simply expressing dissatisfaction or offering a subjective opinion.

For a BBB review to be considered defamatory, it must generally:

• Contain a False Statement of Fact: The review must present an assertion as true (e.g., “This company stole my money” or “They used faulty parts”), rather than an opinion (e.g., “I found their service disappointing”). The “BBB Customer Review Submission Terms” reinforce this, stating that the reviewer is “legally responsible for the truth of what I write.”
• Be Communicated to Others: Public posting on the BBB website fulfills this requirement.
• Cause Reputational Harm: The false statement must demonstrably damage your business’s standing or lead to financial loss. For more on this, see our article on proving reputation damages.
• Be Made with a Level of Fault: For businesses, this generally means the reviewer failed to exercise reasonable care in determining the statement’s truthfulness. In more severe cases, it could involve knowingly false statements or reckless disregard for the truth.

It is important to note that a review can be false without being defamatory, and a review from a genuine customer experience can still be defamatory if it includes fabricated claims and serious inaccuracies. This helps explain why some harmful reviews may persist on the BBB even after initial challenges.

Can You Sue the BBB Itself for Defamation?

Under U.S. law, it is generally not possible to sue the BBB for defamation arising from content posted by its users. The BBB, as an online platform hosting user-generated content, is protected by Section 230 of the Communications Decency Act. This federal law shields online platforms from legal responsibility for content created by third parties. Therefore, legal action must be directed at the individual reviewer.

Legal Options for Defamatory BBB Reviews

If the BBB’s internal resolution process does not adequately address a defamatory review, legal action may be necessary.

The BBB’s policy explicitly states, “BBB does not accept anonymous reviews.” This is a significant advantage, as the reviewer’s contact information (for verification) is typically known to the BBB. This makes the process of identifying and pursuing the reviewer directly much more straightforward, as a “John Doe” lawsuit to unmask them may not be necessary.

Here are some legal options to consider:

• Cease and Desist Letters: An attorney can send a formal letter demanding the removal of false statements. Often, reviewers comply once they understand the serious legal consequences of online defamation.
• Retraction Requests: In some jurisdictions, requesting a retraction is a prerequisite for pursuing certain damages. It can also resolve the issue quickly outside of court.
• Defamation Lawsuits: If the false review has caused measurable harm, a defamation lawsuit can seek removal orders, injunctions to prevent further publication, and financial compensation for damages.

An experienced internet defamation attorney can assess the specifics of your situation and advise on the most effective legal strategy.

How Minc Law Can Help Your Business

If your business is struggling with false, misleading, or defamatory BBB reviews, Minc Law is well-prepared to assist. Our practice focuses on internet defamation and online reputation management.

Our team can:

• Evaluate BBB reviews to determine if they are false or defamatory based on legal standards.
• Guide you through documenting evidence and crafting strategic responses within the BBB’s framework.
• Assist in escalating issues within the BBB’s dispute resolution process.
• Draft attorney letters demanding removal of defamatory content directly to the reviewer.
• Pursue defamation claims and other legal actions when necessary.

Minc Law has a strong record of helping businesses remove damaging online content and protect their reputations. To discuss your specific situation, contact us at (216) 373-7706 or reach out through our contact form.