Yelp Inc. is
suing a boutique bankruptcy law firm, McMillan Law Group, for allegedly “astroturfing.”
Astroturfing is when statements are given on the internet, which appear to be from
an independent, credible source but only because the source’s financial
connection is withheld. The term is derived from the synthetic carpeting that is designed to look like natural grass, AstroTurf.
According to
the Yelp, Inc. v. McMillan Law Group Inc.
complaint, a number of employees from the law firm were using their personal
accounts to give the firm five out of five stars and making statements, such
as, “Exceeded expectations” and “would
recommend for a quick, efficient and pain-free bankruptcy experience.” The complaint further alleges that the law
firm created Yelp profiles for the purpose of leaving glowing reviews.
The McMillan
Law Group contends that Yelp’s lawsuit against them is simply retaliation for the
law firm’s small claims filing on February 13, 2013 against Yelp. The McMillan Law
Group asserted that its contract with Yelp was void due to fraud in inducement
to advertise and duress, and it further alleged that the website failed to
provide promised services. A court commissioner
awarded McMillan Law Group $2,700 plus $95 in cost, as a refund for
advertising.
Only time
will tell if there is any truth to the allegations against McMillan Law Group for
unfair business practices, but it serves as a warning to all businesses. Do not have employees post fake reviews for
your business as you may find yourself defending a lawsuit for astroturfing!
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