There appears to be a scam running in the United States right now specifically targeting photographers of all types. The scam isn't entirely consistent from photographer to photographer, but goes something like this:
- A seemingly random email inquires about your services
- A second seemingly unrelated email offering “reputation management services” encourages you to keep their contact info – just in case.
- A series of fake, angry “clients” send emails about how horrible the service and experience was with you
- Bad reviews about your business begin popping up at online review sites and in social media
- In some cases an email comes demanding payment or the bad reviews will continue
I haven't personally seen the scam come my way, but thought I would pass it along in case any of you run up against it. Here are a number of posts you can find from other big photography websites where photographers have actually been hit by the scam:
- DIY Photography: https://www.diyphotography.net/bad-reviews-extortion-scams-targeting-photographers-and-how-to-deal-with-them/
- Real Business Photographer: https://realbusinessphotographer.com/bad-reviews-photographers/
- SLR Lounge: https://www.slrlounge.com/beware-new-bad-reviews-email-scam-targeting-photographers/
- Adoramapix: https://blog.adoramapix.com/2015/02/18/the-new-threat-to-photographers/
- Kat Forder: https://www.katforder.com/2015/02/16/bad-review-scam-targeting-photographers/
- PetaPixel: https://petapixel.com/2015/02/18/watch-out-theres-a-bad-reviews-scam-targeting-photographers/
I like the advice below given by Eden Bao over at DIY Photography (and almost identically by PetaPixel), which is good advice for dealing with bad reviews even if you don't get caught up in a scam:
WHAT TO DO IF YOU ARE A VICTIM
- Report the scam to the appropriate authorities. For us Canadians, that is the Canadian Anti-Fraud Centre (CAFC) at https://www.antifraudcentre-centreantifraude.ca/english/reportit-howtoreportfraud.html . CAFC is Canada’s central repository for data, intelligence and resource material as it relates to fraud and is managed by the Royal Canadian Mounted Police. For Americans, report the internet crime to the FBI athttps://www.ic3.gov/default.aspx and the Federal Trade Center athttps://www.ftccomplaintassistant.gov/#crnt&panel1-1 (or their hotline: 1-877-382-4357).
- Reviews sites often allow the company who has been named in the review to respond. Respond to fake bad reviews immediately as you would with real bad reviews.Personally, I would respond to EVERY fake bad reviews with “This is a false review from someone trying to extort money from me for reputation management. This person has not been my customer.” and include a link to my blog post here. And if I have the time to do more digging, I would also link the reviewer’s profile as proof of scam (e.g. over at Merareview, Iamsillybilly has reviewed 15 photographers from two different continents in a span of four weeks). That’s how I would handle damage control. You are welcome to borrow my response or do it your way. See links below for resources on how to handle fake reviews.
- Get the review site to remove the fake bad reviews but know that this may not be possible or may take a long time.
RESOURCES FOR REPUTATION DAMAGE CONTROL
- Set up Google Alert for your business name to review sites like Yelp, Ripoffreport, iFormative,Complaintsboard, Merareview and Pissedconsumer.
- Check Social Mention regularly to monitor online reviews on social media.
- Read these awesome pages on how to handle fake reviews:
- How to deal with false pissedconsumer reviews: https://www.vorys.com/publications-1195.html
For your interest, find out what the web universe (attorneys, Yelp, Google, governments, media, etc) is doing to combat false reviews:
Be careful out there.