By Welton Hong, founder and CEO of Ring Ring Marketing
In recent years, online reviews have become one of the most influential factors families consider when choosing a funeral home. In fact, multiple consumer studies show that most families read online reviews before making first contact — often during moments of intense stress and vulnerability. That reality is precisely what makes a new and troubling trend so effective: review extortion scams.
Business owners are reporting a sudden and alarming pattern. A Google Business Profile is hit with a rapid flood of one-star or two-star reviews, often from accounts with no clear connection to the business. Shortly afterward, a message arrives — by email, text message, or even WhatsApp — delivering a blunt demand: pay money and the reviews will be removed. Refuse, and the negative reviews remain — or worse, increase.
This is not hypothetical. It is real, it is escalating and it has become one of the more frightening digital threats business owners face – and funeral service is not immune.
When such a scam is waged against a funeral home, the impact can be severe. Reputation is foundational in this profession, and even a short-term spike in negative reviews can erode trust with families who are already cautious and emotionally overwhelmed.
For business owners, the fear, frustration and sense of helplessness these scams create are very real. Scammers rely on that emotional leverage to push businesses into paying.
The Good News …
The good news is that, for the first time, Google has formally acknowledged this problem and created an official process to address it. To find the form, search Google for “Report negative review extortion scams on your Business Profile.”
This marks the first time that Google has offered a clear, structured pathway for businesses to report and escalate this type of abuse. For funeral professionals who have felt unsupported or uncertain in the past, this is a significant shift.
Recognizing a review extortion scam typically begins with patterns that do not align with normal client feedback. The most common red flag is a sudden spike in low-star reviews —often clustered tightly together in time –and frequently lacking specific details about services provided. These reviews are then followed by direct contact from the scammer, explicitly tying removal of the reviews to payment or other concessions. The message is simple and coercive: comply, or your reputation suffers.
When faced with this situation, what a funeral home does next is critical. Google and cybersecurity experts are clear on one point: do not engage, do not pay and do not negotiate.
Paying extortion demands does not guarantee that reviews will be removed, and it often invites repeat attacks. Engagement alone can signal vulnerability, making a business a more attractive target for future scams.
Instead, Google now advises businesses to document everything and use the new review extortion reporting form at https://support.google.com/business/contact/merchant_extortion.
Funeral homes are asked to provide screenshots of the reviews, copies of the threatening messages and any relevant documentation showing timestamps and methods of contact. Once submitted, Google’s team reviews the evidence and investigates the activity under its abuse and policy enforcement processes.
This is a meaningful development for the profession. For the first time, funeral homes have access to a clearly defined mechanism — and real support — when dealing with review extortion.
While no system is instantaneous, the existence of a formal process sends an important message: this behavior violates platform policy, and businesses are not expected to navigate it alone.
Even for funeral professionals who have not yet experienced an attack, awareness is now essential. Understanding how these scams work, knowing what not to do, and being prepared to act quickly can significantly reduce both stress and potential damage if an incident occurs.
For those currently under attack, or for those who simply want to be prepared, this development is critical. Staying informed, resisting pressure to engage and using the proper reporting tools can make the difference between a temporary disruption and lasting harm to a funeral home’s reputation.
Welton Hong is the founder and CEO of Ring Ring Marketing, which has helped thousands of funeral homes and cemeteries grow their revenue through online marketing strategies. Visit RingRingMarketing.com and follow the company on Facebook, LinkedIn, Instagram, and X.
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