Lawyers rarely seem to win claims based on negative online reviews. I advise lawyers to read the review, make a neutral comment if appropriate, or just ignore the bad reviews. Almost no lawyer is immune from criticism. Simply accept it and move on. In my experience, most negative reviews occur when I decline a case. The prospective client’s disappointment is reasonable.
Amaro v. DeMichael, 2024 Ohio 3290 is a case where the Ohio Court of Appeals reinstated a lawsuit filed by a lawyer against a defendant who allegedly posted dozens of fake reviews about the lawyer on the Google My Business webpage.
The trial court dismissed the complaint, but the Court of Appeals reversed and reinstated the case. The opinion summarizes the allegations of the Amended Complaint as follows:
{¶5} Beginning in February 2022 and continuing through June of 2022, appellees engaged in an attack intended to maliciously defame, harass, and destroy appellant’s reputation by flooding appellant’s GMB page with fake reviews. In publishing the fake reviews, appellees fraudulently concealed and misrepresented their identities by using fake names to publish false narratives about negative experiences doing business with appellant. Pursuant to Google’s Terms of Service, which appellees agreed to when creating each individual Google user account, contributions “must be based on real experiences and information * * * [a]nd deliberately fake content, copied or stolen photos, off-topic reviews, defamatory language, personal attacks, and unnecessary or incorrect content are all in violation of [Google’s] policy.” Further, “content should reflect [the user’s] genuine experience at the location and should not be posted must to manipulate a place’s ratings.” Finally, the Terms of Service state, “[d]on’t post fake content, don’t post the same content multiple times, and don’t post content for the same place from multiple accounts.” The fake reviews posted by appellees are designed and intended to manipulate Google’s rating system for appellant’s business. The fake reviews falsely purport to have been authored by actual clients of appellant and include false statements that are specifically intended to destroy the public’s trust in appellant to provide ethical and competent legal representation.
{¶6} Between February of 2022 and June of 2022, approximately 100 fake reviews were left on appellant’s GMB page, each by a separate Google user account bearing the name of an individual who has never been a client or potential client of appellant. Appellant listed each of the fake reviews posted by appellees in its complaint. The numbers next to the reviews correspond to the paragraph numbers contained in the complaint….
{¶7} The complaint avers appellant consulted its records and confirmed that none of the names associated with the Google accounts identified in the complaint are actual or potential clients of the firm. Appellant also avers in the complaint that: the reviews are false because the individuals who created them were never clients or potential clients of appellant’s firm; the fake reviews are manufactured to create the false impression that there is widespread customer dissatisfaction with the services appellant provides to its clients; the fake reviews lower appellant’s otherwise stellar reputation and injure appellant in its profession and trade; the fake reviews were published close in time to one another and were written in similar styles; many of the user accounts were created close in time to one another; the fake reviews and their cumulative effect on appellant’s GMB star rating have been viewed and read by numerous individuals who have visited appellant’s GMB page, including clients and potential clients; and appellant sustained damage as a result of the fake reviews, including a noticeable decrease in inquiries and client sign ups since the fake reviews began being published.
{¶8} User data produced by Google in response to a subpoena issued by appellant indicated that an IP address used to post the negative reviews at issue was assigned exclusively to the residence of appellees.
The plaintiff carefully listed each fake review in the Amended Complaint. The trial court held that the reviews were protected opinion and dismissed the Amended Complaint.
The Court of Appeals reasoned that some of the reviews were not protected statements of opinion. The court sorted the reviews into separate categories and then made rulings by category of fake review.
{¶40} Considering the factors, we find, based upon the totality of the circumstances, the Star-Only Reviews, the Wholly Positive Reviews, and the Poor Communication Reviews are not actionable because they are protected opinion.
{¶41} Upon our de novo review, we find all four factors indicate the No Communication Reviews and the Client Language Reviews are not protected opinion. Because we must accept all of the allegations in appellant’s complaint as true, we find, as to the No Communication Reviews and the Client Language Reviews, appellees have created and posted false reviews that contain statements describing a fictitious lack of follow-up, a fictitious lack of communication, or a fictitious client relationship, that are all readily capable of being proved true or false.
{¶42} Accordingly, based upon the totality of the circumstances, the statements at issue (No Communication Reviews and Client Language Reviews) are not protected opinion. See Romeo & Juliette Laser Hair Removal, Inc. v. Assara I LLC,2016 WL 815205 (S.D.N.Y); RingCentral, Inc. v. Nextivia, Inc., 2021 WL 2476879 (N.D. California) (85 fake negative reviews accusing plaintiff of providing poor services was not protected opinion); ZL Technologies v. DOES 1-7, 13 Cal.App.5th 603 (2017) (1st Dist.) (each review listed positive points, but also included specific factual assertions capable of being proved true or false, so they are actionable); Lowell v. Wright, 369 Or. 806 (2022) (negative google review not protected opinion when comments are factual matters with truth values); Thibodeaux v. Starx Investment Holdings, Inc., 2021 WL 4927417 (Texas) (reviews posted on websites alleging “never received a phone call” are verifiable statements of fact, not protected opinion); The Fireworks Restoration Co., LLC v. Hosto, 371 S.W.3d 83 (E.D. Missouri) (fabricated customer reviews posted on Google are not protected opinion).
I agree with the opinion. Posting dozens of reviews of a law firm under a fake name should not be protected opinion. Had the defendants posted one review based on their experiences with the lawyer, the court would have affirmed the dismissal of the Complaint.
If you have a question about a negative review of your law firm, do not hesitate to contact me or another experienced lawyer. Getting feedback on your situation from someone uninvolved in the dispute is often helpful before you take any action. Also, never act out of anger or frustration because you will inevitably make bad decisions.
Ed Clinton, Jr.