Yelp Sues the McMillan Law Group, Claiming it Posted Fake Reviews

YelpI get probably two calls a month from potential clients, complaining that after they refused to subscribe to Yelp’s services, Yelp responded by removing most or all of their positive reviews. If true, then Yelp cannot seriously contend that it is interested in the integrity of its reviews.

The claims seem supported by a recent action by Yelp. In this case, a small San Diego law firm, the McMillan Law Group, subscribed to Yelp’s services, allegedly based on representations that were made about the number of page views it would receive. When the results fell below what the McMillan Law Group says was promised, it demanded a refund. Yelp balked, and the law firm sued in small claims court. The firm prevailed, and obtained a $2,700 judgment against Yelp.

Yelp appealed, and doubled-down by filing its own action back against the McMillan Law Group. It seems that Yelp had been busy looking into the law firm’s positive reviews, and decided that they did not all adhere to Yelp’s terms of use. Yelp’s complaint is a sight to behold, alleging that the McMillan Law Group is liable for breach of contract, intentional interference with contractual relations, unfair competition and false advertising. Yelp alleges:

“The McMillan Law Group, a San Diego law firm specializing in bankruptcy, exemplifies the behavior that Yelp combats daily through its algorithms and investigations—the planting of fake reviews intended to sway potential clients with false testimonials. The McMillan Law Group’s efforts to mislead consumers are particularly brazen and disappointing given they have targeted some of the most vulnerable consumers of all—individuals who may be facing bankruptcy and who are looking for potential legal representation.”

In the complaint, Yelp details its investigative results, alleging that multiple Yelp user accounts were created from a computer located at the same McMillan Law Group IP address used to create reviews about that law firm.

In an interview with Bloomberg Law, Julian McMillan stated, “It’s bullying tactics. I get it. They want me to spend some money but I just don’t see how they come a winner in this [from a PR standpoint].”

As McMillan also notes, Yelp’s lawsuit seems like a really bone-headed move from a discovery standpoint. Since Yelp is claiming that false reviews by the McMillan Law Group have interfered with its contractual relations and caused it damages, it has now made all of its business practices and income fair game for discovery. It will also be very interesting to learn whether Yelp routinely brings such lawsuits to maintain the integrity of its reviews, or does so only in response to being sued.

For a detailed discussion of the love fest between Yelp and the McMillan Law Group, see the article at Bloomberg Law.

[UPDATE: May 6, 2015]  Yelp apparently realized the folly of its actions, and today filed a Request for Dismissal, disposing of its action against McMillan Law Group. No doubt Yelp will claim that the case settled, and likely it did, but not in the manner that would imply. A plaintiff always has the power to dismiss their own case — there is nothing the defendant can do to stop a dismissal — but a dismissal entitles the defendant to court costs. Often plaintiff’s counsel will approach defense counsel and offer to dismiss the action in exchange for a waiver of costs. Since costs are usually pretty nominal in the grand scheme of things, it is rare that a defendant will refuse this offer.

I’d be willing to bet any non crucial part of my anatomy that McMillan did not pay any money to Yelp as a part of any settlement. Yelp had no way to show any damages, so McMillan was not facing any risk of liability; only the costs of defense. Had it been me, and Yelp had offered a walkaway in exchange for a waiver of costs, I would have refused, knowing that Yelp would dismiss anyway, but I would have the satisfaction of a cost judgment against Yelp. I’m sure McMillan would have come to the same conclusion.

Alternatively, if the parties become cagey about the terms of the “settlement,” with both sides refusing to give any details, then that will likely mean that money went from Yelp to McMillan. In other words, McMillan would not give up the ability to set the record straight just to avoid the comical trial and full access to Yelp’s internal records. There would have to be some strong motivation for McMillan to remain mum about any settlement.

Alternatively to that alternative, if Yelp really did have some dirt on McMillan posting fake reviews, the consideration for silence about the settlement could have been that Yelp would keep that information to itself.

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Aaron Morris
Morris & Stone, LLP
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