Online reviews can make or break a business — and they often decide who we hire for jobs at home, from sparkies and plumbers to cleaners and tradies. But not every review is real. Some are paid for, copied, or written by people who never used the service.
This guide shows Australians how to quickly spot fake or misleading reviews so you can make safer choices before you book.
Why fake reviews are a problem in Australia
Fake reviews don’t just waste your time — they can lead you to book poor-quality or even dishonest businesses. When ratings are inflated with dodgy feedback, you may:
- Overpay for services that don’t match the promise.
- Hire someone who isn’t licensed, insured or experienced.
- Miss out on genuine local businesses doing great work.
The good news is that most fake or suspicious reviews show patterns. Once you know what to look for, they stand out.
Common signs a review might be fake
1. Over-the-top 5-star praise with no real detail
Red flag: Reviews that say things like “Amazing service!!! Best ever!!! Highly recommended!!!” but don’t mention what job was done, where, or any specifics.
Why it matters: Genuine customers usually include details — what problem they had, how quickly it was fixed, what suburb they’re in, or how the tradie behaved on site. Fake reviewers often stick to vague, generic praise.
What to do: Look for reviews that explain what actually happened. Prioritise feedback that mentions the type of job, timeframe, and location (e.g. “switchboard upgrade in Brisbane northside”).
2. Similar wording across lots of reviews
Red flag: Multiple reviews using almost the same phrases, tone or structure, sometimes within days of each other.
Why it matters: This can indicate one person writing from several accounts, or multiple people following a script.
What to do: Scan several reviews quickly. If they feel “copy-paste” or oddly repetitive, treat the overall rating with caution and look for feedback on other platforms.
3. A sudden spike of glowing reviews in a short time
Red flag: A business goes from almost no reviews to a big cluster of 5-star ratings within a few days or weeks.
Why it matters: Sometimes this is a sign of a new business asking happy customers to leave reviews — which is fine. But if the timing looks extreme and the wording is generic, it could signal purchased or incentivised reviews.
What to do: Check dates. Healthy review histories usually build up steadily over months and years, not all at once.
4. Reviewer profiles that look empty or suspicious
Red flag: The reviewer has no profile picture, no name, or has only ever left one review (often that single 5-star comment).
Why it matters: Genuine reviewers often have a history of leaving feedback on different businesses and locations — not just one glowing review.
What to do: Click into the profile when possible. If most reviewers have no activity history or all their reviews are for the same business, be cautious.
5. Only perfect scores and no mixed feedback
Red flag: A business has dozens of reviews and nearly all are 5-star, with no neutral or negative comments at all.
Why it matters: Even great businesses occasionally have misunderstandings, delays or small issues. A completely spotless record can sometimes indicate that less positive reviews are being filtered, drowned out, or never collected.
What to do: Look for review platforms where it’s harder to “curate” feedback, and read the actual comments rather than just the average score.
6. Reviews that mention the wrong location or service
Red flag: Comments talking about services the business doesn’t offer, or mentioning cities and countries that don’t match (e.g. “Best plumber in London” on an Australian website).
Why it matters: This can be a sign of recycled or purchased reviews that were originally written for another business.
What to do: Confirm that reviews match the business type, services offered, and the Australian location you care about.
7. Incentivised reviews that don’t feel balanced
Red flag: Reviews that mention discounts, freebies or competitions (“I left a review to get a voucher”) but don’t give any real detail about the actual service.
Why it matters: Incentives can pressure people to leave positive, but not always honest, feedback. Some platforms in Australia require clear disclosure when reviews are incentivised.
What to do: Treat incentivised reviews as one small data point, not the whole story. Look for honest, detailed comments from people who appear to be regular customers.
8. Reviews only shown on the business’s own website
Red flag: A website shows glowing testimonials, but you can’t find matching reviews on independent platforms such as Google, social media or local directories.
Why it matters: On their own site, businesses control what appears. You may only be seeing the best comments.
What to do: Use independent sites to cross-check. Look for the business on Google, Facebook and trusted directories like BizSnippet Classifieds at bizsnippet.com.au.
Simple checks Australians can do in under 5 minutes
- Compare platforms: Check at least two places (e.g. Google Reviews and a local directory) to see if ratings and stories line up.
- Sort by “lowest rating” first: Read 1–3 star reviews to see patterns in complaints.
- Scan review dates: Look for consistent feedback over time, not just a sudden burst.
- Look for detail: Favour reviews that mention the type of job, suburb, and experience from start to finish.
- Check the business details: Confirm they have a proper website, ABN, and contact details that match their listings.
Where Australians can compare reviews
To get a clearer picture, don’t rely on a single platform. Wherever possible, check:
- Google Reviews: Common for tradies, cafés, and local services.
- Facebook pages and local groups: Helpful for real-life comments and recommendations.
- Local directories: Sites like BizSnippet Classifieds that focus on Australian businesses and services that have .com.au domain.
- Specialised platforms: Depending on the industry (e.g. accommodation, restaurants, etc.).
When different platforms tell the same story — similar ratings, similar comments — you can usually feel more confident.
What to do if you suspect fake reviews
If a business’s reviews don’t feel right, you don’t have to ignore your instincts. You can:
- Ask questions directly: Contact the business and ask for references, licences, or photos of recent work.
- Report suspicious reviews: Many platforms let you flag reviews that look fake or misleading.
- Leave your own honest review: If you’ve had a genuine experience (good or bad), share it to help other Australians.
- Choose another provider: If things feel off, pick a business with clearer, more consistent feedback.
Use BizSnippet Classifieds to find trusted local businesses
To make things easier, you can use directories that focus on Australian businesses and local postcodes. On BizSnippet Classifieds, you can browse business listings, check key details, and use online information as just one part of your decision.
Search by postcode on BizSnippet Classifieds to compare businesses, check their details and find options that feel right for you.
Find Local Businesses on BizSnippet ClassifiedsFinal thoughts
Online reviews are a powerful tool — but they’re not perfect. By learning a few simple checks, Australians can quickly spot fake or suspicious feedback and avoid being misled.
Take a couple of extra minutes to compare platforms, read detailed comments, and trust your gut. Those small habits can save you money, stress and disappointment when booking your next tradie or local service.