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How to Report Illegal Review Practices to a Regulator

A Practical Guide for Healthcare Providers Managing Review Risk in a Competitive Landscape
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If you suspect that a competitor is inflating their Google ratings using fake or deceptive tactics, you’re not alone — and you may want to report it.

Unfair review practices aren’t just unethical. In many cases, they violate federal and state laws related to false advertising and deceptive marketing. This guide explains how to identify violations and how to report them to the appropriate regulatory authorities.

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Why It Matters

Fake and/or manipulated online reviews can:

  • Mislead families and potential patients
  • Undermine trust in your industry
  • Give non-compliant competitors an unfair advantage
  • Open the door to future litigation if a resident or family member claims they relied on fake reviews when selecting your facility

The Federal Trade Commission (FTC) and state Attorneys General have made it clear: businesses that use fake reviews, incentivize positive ratings without disclosure, or suppress negative feedback are violating consumer protection laws.

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Recent Enforcement Examples:

$20 Million Settlement – Napleton Automotive Group (2022)

The FTC and Illinois Attorney General reached a record-setting federal settlement addressing deceptive practices—including requiring employees to post fake reviews—for a large dealership group with over 10 locations.

  • Employees coerced into posting fake reviews
  • Bonuses withheld or promised based on review activity
  • FTC Press Release

$5 Million Settlement – Washington State Plastic Surgeon (2024)

Washington State AG sued a Seattle-area clinic and surgeon for a range of deceptive behaviors, including:

  • Fake reviews written by staff
  • NDAs to suppress negative feedback
  • Intimidation and bribery to shape online reputation
  • WA AG Press Release

$100,000 Fine – New York Surgeon (2023)

The New York AG’s office levied a six-figure penalty after discovering this Manhattan surgeon and his wife:

  • Suppressed negative reviews through false flags
  • Paid contractors (Fiverr/Upwork) to post fake positive reviews
  • Violated deceptive practice and business laws in NY state
  • NY AG Press Release
* These aren’t isolated cases — they’re a warning. Regulators are scaling up enforcement, and penalties are growing.

Common Illegal/Deceptive Review Practices

M

Insider Reviews

Posting reviews by current or former employees pretending to be customers

M

Review Gating

Preventing or discouraging unhappy patients from leaving public feedback

M

Phony Profiles

Creating fake Google profiles to post fabricated feedback
M

Paying for reviews

Without disclosing compensation
M

Incentivised Reviews

Offering incentives (e.g. gift cards, discounts) in exchange for positive reviews

Important: Disgruntled employees and angry family members are often among the first to report unethical review practices to regulators. If your facility has ever encouraged staff to post reviews, even informally, it may now be a good time to reassess your approach.

Where to Report?

Federal Trade Commission (FTC)

The FTC enforces rules against deceptive marketing, including fake and undisclosed reviews.

  • File a report at: https://reportfraud.ftc.gov
  • Provide details about the business, the type of violation, and any evidence (screenshots, review links, patterns)

Your State’s Attorney General

Many states allow you to report deceptive trade practices directly to the Attorney General’s office.

  • Search “[Your State] Attorney General file complaint“
  • Choose “Consumer Complaint” or “Deceptive Business Practices” as the category

How to Strengthen Your Report

Regulators are more likely to investigate when:

  • There’s clear documentation (screenshots, timestamps, review links)
  • The behavior is ongoing or coordinated
  • Other providers or community members have noticed the same issue
You don’t need proof beyond a reasonable doubt—but the more organized and specific your complaint, the better.

Protecting Yourself

While reporting bad actors is important, it’s equally critical to ensure your own reputation strategy is fully compliant.

That means:

Never incentivizing reviews without clear disclosure

Avoiding review gating or pre-screening

Using a uniform, unbiased process to request feedback from all patients and families

Concerned about your own review profile?
If you suspect that your reviews may include fake or manipulated content, we’d love to help you clean it up and implement a compliant system moving forward.

Legal Risk Reminder:

If a resident—or their family—believes they chose your facility based on misleading or manipulated reviews and experiences harm, it could expose you to liability. Avoiding these risks begins with a transparent and compliant reputation strategy.

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Conclusion

How REVIEWLocal.org Helps

We help healthcare providers:

  • Collect real, timely feedback from residents and families
  • Automate review requests in a consistent, compliant way
  • Build public trust through authentic, policy-safe reviews
  • Increase review volume
    Dilute the impact of fake and unfair reviews
  • Stay ahead of complaints and other issues across all locations
    Monitor locations with real-time alerts and reporting and identify problems before they escalate

When you build your reputation the right way, you can compete with confidence—and leave the risky tactics to others.

Disclaimer: This page is intended for informational purposes only and does not constitute legal advice. For questions about your specific situation, contact an attorney or regulatory authority.

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