You might have heard of love bombing, but have you heard of review bombing?
A recent article published by the BBC shows the negative impact that false Google reviews pose to the hospitality industry. The hospitality industry thrives on reputation, with online reviews playing a pivotal role in influencing potential customers. In the story it mentioned the damaging effect on the business and its mental impact on the staff. As were slowly starting to see the hospitality section recover from the pandemic it seems this is the ‘Next thing’ that is making it harder and harder for businesses to survive. Once a business loses that credibility it is very hard to generate that business back and this could potentially lead to another wave of independent restaurants closing down.
Positive reviews can boost a business, while negative reviews can deter customers and cause significant revenue loss. However, when these negative reviews are false, the impact can be devastating. False reviews, often posted by competitors or disgruntled individuals, can unfairly damage a business’s reputation, leading to decreased bookings and tarnished customer trust. This is known as Review Bombing which is the practice of leaving many negative reviews or ratings on a product, service, or piece of content in a short period of time.
Understandably the common question now arises is this insurable, and if so under what type of policy?
Cyber and Data insurance was the first thought that came to mind as it often protects an insureds website and social media presence form attacks. However having reviewed the market this is not covered under current Cyber policies, and it does not look like this is something that will be covered going forward.
The definition of a Cyber-attack in most wordings is “any actual or suspected unauthorised system access, electronic attack or privacy breach”. The problem lies in the fact that reviews are obtained using third party sites NOT an insured system by the definition of the wording.
Google and Instagram have clear policies for managing false reviews, emphasizing the importance of accurate and genuine feedback but have so struggled to tackle the problem.
Google’s Policy
Google does not allow reviews that are fake or violate their policies. The steps for removing a fake review include:
- Identifying the Fake Review: Determine if the review is indeed fake by checking inconsistencies and verifying details.
- Flagging the Review: Log into Google My Business, navigate to the reviews tab, select the review, and choose the ‘flag as inappropriate’ option.
- Follow-up: Complete a follow-up survey detailing why the review is fake. Google will review the request, which may take several days.
- Appealing: If the review isn’t removed, you can appeal the decision by providing clear evidence and maintaining a professional tone.
- Even if the review isn’t removed, responding professionally and encouraging positive reviews can help mitigate the impact of a fake review (HubSpot Blog) (Customer Alliance).
Instagram’s Policy
Instagram also prohibits false information, including fake reviews. Users can report posts or comments they believe are fake by:
- Reporting the Review: Click the three dots next to the post/comment and select ‘Report’
- Providing Details: Choose the appropriate reason and provide additional details if prompted.
Both platforms encourage users to maintain the integrity of reviews and take steps to remove content that violates their policies (HubSpot Blog) (Customer Alliance).
Unfortunately, I do believe that going forward this will become more and more prevalent especially within the hospitality sector. One way in which business can stay extra vigilant is ensuring that they regularly check google reviews and report anything that looks untoward, it is inevitable that not everyone is going to leave a 5-star review but what makes Review Bombing so negative is that the reviews are giving false information.
What can a Cyber and Data Policy insure?
A handful of Cyber insurance providers have started to offer policies that cover loss of revenue due to system issues, i.e. booking systems etc but the cover in this area is still limited. Usual covers you would expect to see under a standard policy include but not limited to:
Data Breach Response:
- Notification Costs: Costs associated with notifying affected individuals about a data breach.
- Credit Monitoring: Expenses for providing credit monitoring services to individuals whose information was compromised.
- Crisis Management: Costs for managing public relations and crisis communication to mitigate damage to the organization’s reputation.
Legal and Regulatory Expenses:
- Defence Costs: Legal fees for defending against claims or lawsuits resulting from a cyber incident.
- Regulatory Fines and Penalties: Coverage for fines or penalties imposed by regulatory bodies for failing to protect sensitive data.
- Legal Settlements: Costs for settlements related to claims made against the organisation.
Cyber Extortion:
- Ransom Payments: Coverage for ransom payments made to cyber criminals who threaten to release or destroy data.
- Negotiation Costs: Expenses for negotiating with cyber extortionists.
Business Interruption:
- Loss of Income: Compensation for income lost due to a cyber incident that disrupts business operations.
- Extra Expenses: Costs incurred to continue operations while the primary systems are being restored.
The importance of staying vigilant against review bombing and maintaining a proactive approach to managing online reputation cannot be overlooked. By understanding the limitations of current insurance policies and leveraging available tools on review platforms, businesses can better protect themselves from the potentially devastating effects of false reviews.
At Clarke Williams we are able to obtain a cyber quote in a matter of minutes and have a fantastic panel of insurers to meet all your cyber needs. For more information on how cyber insurance can protect your business from a range of digital threats and to discuss coverage options tailored to your needs, contact Clarke Williams today on 01732 252898. Our team of experts is ready to help you navigate the complexities of cyber risk management and ensure your business is safeguarded against emerging threats.
By Bradley Marchant
Commercial Account Handler
07/08/2024
Source: Top restaurant owners blackmailed over fake reviews – BBC News
