‘Fake it till you make it’ cost this surgeon $5M in a penalty for manipulating positive reviews

Consumers rely on online reviews to make informed decisions about everything from where to eat to which doctor to see. But what happens when those reviews are fake or manipulated? 

A recent landmark judgment in Seattle highlights the importance of maintaining the review ecosystem’s sanctity and the consequences businesses can face for engaging in deceptive practices.

In this case, a Seattle-based surgeon was fined $5 million for posting fake positive reviews and suppressing negative customer reviews. The Washington State Attorney General’s Office accused the surgeon of violating the Consumer Protection Act by engaging in a practice known as review gating. 

Review gating solicits reviews from satisfied customers while preventing negative reviews from being posted.

This blog explores what happened, how it happened, and why you, as a business, should never pay to get positive reviews. 

Fake it till you make it backfires & results in loss of reputation and business

In a shocking exposé that has sent ripples through the cosmetic surgery industry, Seattle-based plastic surgeon Dr. Javad Sajan and his clinic, Allure Esthetic, have been found guilty of a massive deception. The Attorney General’s office uncovered a disturbing scheme involving fake online reviews, manipulated images, and illegal non-disclosure agreements (NDAs) to coerce patients into silence.

Sajan’s carefully crafted image as a top plastic surgeon in Seattle was built on a foundation of lies. He artificially inflated his clinic’s online reputation by employing a network of fake reviewers and manipulating online platforms. Patients were lured in by promises of enhanced beauty, only to discover a nightmare when they dared to share their negative experiences.

Must read: Google’s AI expertly filters out fake reviews

Why was the plastic surgeon fined?

The use of NDAs to silence dissatisfied patients is a particularly egregious violation of consumer rights. These contracts, designed to intimidate and control patients, prevented them from sharing their stories and warning others about the potential risks.

This scandal is a stark reminder to verify information before making major life decisions. It also highlights the urgent need for stricter regulations in the cosmetic surgery industry to protect consumers from unscrupulous practitioners.

How did the business pull it off so smartly until now?

Dr. Javad Sajan was a master manipulator. He understood the power of brand perception and the allure of perfection. By creating a carefully curated online image, he positioned himself as the go-to plastic surgeon in Seattle. His website was a masterpiece of deception, showcasing seemingly flawless results and testimonials that were nothing short of glowing.

To maintain this illusion, Sajan employed a multi-pronged strategy.

The Attorney General’s investigation found that the surgeon had used several deceptive tactics to manipulate online reviews. These tactics included:

• Creating fake profiles to post positive reviews of his practice.
• Pressuring patients to remove negative reviews and threatening them with legal action.
• Offering incentives for leaving positive reviews.

These deceptive practices gave consumers a false impression of the surgeon’s services and potentially harmed other businesses that followed the rules. When consumers see a flood of positive reviews for one business and few or no reviews for another, they are more likely to choose the business with the positive reviews.

FTC landmark judgment bans fake reviews and celebrity testimonials

On August 14, 2024, the Federal Trade Commission (FTC) took a significant step to combat the growing prevalence of fake reviews and testimonials online. 

Key provisions of the rule:

• Fake reviews and customer testimonials: Prohibits businesses from creating, selling, or buying fake reviews, including AI-generated ones or those written by people without experience.

• Incentivized reviews: Bans businesses from offering incentives for reviews with a particular sentiment.

• Insider reviews: Prohibits businesses from disseminating reviews written by company insiders or their relatives without clear disclosure.

• Review websites: Prevents businesses from misrepresenting the independence of review websites they control.

• Review suppression: Prohibits businesses from using threats or intimidation to suppress negative reviews and requires transparency about review gating practices.

• Fake social media indicators: This law prohibits selling or purchasing fake social media indicators that misrepresent a person's influence.

How was he reported, and who made it public?

The unraveling of Sajan’s deceptive empire began with concerned patients who refused to be silenced. Their determination to expose the truth led them to seek help from the authorities. 

A thorough investigation revealed the extent of Sajan’s fraudulent activities. The evidence was overwhelming, including forged documents, email correspondence, and testimonies from former employees. The Attorney General’s office filed a lawsuit against Allure Esthetic, accusing the clinic of violating multiple state and federal laws.

Must check: How to identify a fake text message – 6 easy steps

Why is review gating bad for your business?

The case of Allure Esthetic serves as a stark warning about the dangers of review gating. By suppressing negative feedback, businesses create a false sense of perfection bound to crumble under scrutiny. Honest reviews, both positive and negative, are essential for building trust with consumers.

Review gating damages a business’s reputation and undermines the credibility of online review platforms. When consumers realize that reviews are manipulated, they become less likely to trust any reviews, regardless of the source.

Must read: You can rely on fake review checkers to shape your online reputation. 

Why you should never pay for fake reviews?

The temptation to boost a business’s online reputation with fake reviews can be strong, but it’s risky. Not only is it unethical, but it’s also illegal. If caught, businesses can face severe penalties, including fines and damage to their reputation.

Consumers are becoming increasingly savvy about online reviews and are more likely to trust businesses with a mix of positive and negative feedback. 

Ultimately, investing in genuine customer satisfaction and encouraging authentic reviews is a far more effective long-term strategy.

Fake reviews are often easy to spot. This blog explains how to identify fake dental reviews. 

Beware: Too many positive reviews could cost you your reputation

The Allure Esthetic scandal is a prime example of what fake reviews teach us about the trust economy, and that can have devastating consequences. By prioritizing deception over honesty, Sajan damaged his reputation and tarnished the image of the entire cosmetic surgery industry.

Building a solid online reputation takes time and effort. It requires delivering exceptional products or services and consistently exceeding customer expectations. Shortcutting this process with fake reviews is a surefire way to undermine trust and damage a business’s credibility.

Beyond the Seattle surgeon case, many other high-profile examples of businesses face steep penalties for review manipulation. In 2019, the New York Attorney General's office fined a network of plastic surgeons $100,000 for operating a fake review scheme. 

In 2021, the Federal Trade Commission reached a $4.2 million settlement with a home security company that had incentivized customers to leave positive reviews.

Are negative reviews helpful for any business? 

Negative feedback takes a toll on anyone’s self-esteem, be it an individual or a brand. 

Everyone likes to be praised in public but punished privately.

But the clear answer is: yes, negative reviews are incredibly helpful for a business. While it might seem counterintuitive, it’s a goldmine of information about areas where a business can improve. Here’s why:

• Identifies problem areas that customers are facing. This helps businesses understand where their processes or products need restructuring.
• Opportunities for improvement. By addressing negative feedback, businesses can implement changes to enhance customer loyalty.
• Builds trust as a transparent and responsive approach to negative feedback demonstrates a company’s commitment to customer satisfaction. 
• Competitive advantage for those businesses that proactively address negative feedback by showing they care about customer experience.
• Uncovers hidden issues, which sometimes, negative feedback reveals that the business wasn’t aware of.

Birdeye’s stand: Always prioritize genuine customer reviews 

As a leading AI-powered reputation and social media management platform trusted by over 150,000 businesses, we at Birdeye unequivocally condemn the actions of Allure Esthetic and its founder, Dr. Javad Sajan. 

The Allure Esthetic scandal is a powerful reminder that the truth always prevails. 

Consumers deserve to be able to rely on authentic reviews to make informed decisions. Businesses that compromise the integrity of authentic reviews do so at their own peril. 

Not only can such practices lead to hefty fines and legal consequences, but they can also severely damage a company’s reputation and erode consumer trust. 

Birdeye strongly opposes any form of review manipulation, including fake reviews, review gating, and using NDAs to silence customers. We believe in the power of authentic customer voices and work tirelessly to ensure that the feedback shared through our platform represents genuine customer experiences.

The pursuit of perfection through deception is a short-lived strategy. In the long run, honesty, transparency, and genuine customer satisfaction are the keys to success.

The best path forward is to provide excellent products and services and let authentic positive reviews speak for themselves.

Consumers must also be vigilant in their online research. Relying solely on online reviews can be misleading. It’s essential to look for multiple information sources and be wary of businesses that seem too perfect to be true.

We continue to invest in advanced technologies and rigorous processes to detect and prevent fraudulent reviews, ensuring that businesses using our platform are building their reputations on a foundation of trust and transparency.

We urge all businesses to learn from this cautionary tale and to prioritize honest customer feedback over short-term gains from manipulated reviews. 

The path to sustainable success lies in delivering exceptional service and embracing positive and constructive feedback as opportunities for growth.