Your Reputation is Your Business: A Guide to Fighting Defamation in the Digital Age

In today's economy, a business's most valuable asset isn't listed on its balance sheet. It's its reputation. A strong reputation, built over years of hard work, can be shattered in minutes by a false online review, a misleading social media post, or a malicious article.
As of August 2025, the speed at which information—and misinformation—spreads has never been faster. For Australian businesses, understanding how to protect your reputation from false and damaging statements is not just a legal issue; it's a commercial necessity. This is where the law of defamation comes in.
What is Defamation in Australia?
Defamation is the publication of a statement that harms the reputation of an individual or, in some cases, a business. To prove defamation, you generally need to establish three key things:
- Publication: The false statement was communicated to at least one other person. This includes everything from a conversation to a newspaper article, a Google review, or a comment on Facebook.
- Identification: The statement clearly identifies your business, either directly by name or indirectly through details that would lead a reasonable person to know it's about you.
- Defamatory Meaning: The statement would cause an ordinary, reasonable person to think less of your business. It must have damaged, or be likely to damage, your good name and reputation.
For a business to sue, there's an additional, crucial hurdle: you must prove the publication has caused, or is likely to cause, serious financial harm.
A Critical Note: Can Your Business Sue?
The Defamation Act places limits on which corporations can sue. In Australia, a company can only take legal action for defamation if it is:
- A not-for-profit organisation; OR
- A small business with fewer than 10 full-time equivalent employees.
Larger companies (with 10 or more employees) cannot sue for defamation. However, individuals within that company, such as directors or senior managers, may be able to sue personally if their own reputations have been harmed. Furthermore, larger companies may have other legal avenues, such as an action for injurious falsehood.
The Digital Battlefield: Online Reviews and Social Media
The most common threats to a business's reputation today are online. Anonymous reviews, disgruntled ex-employees, or competitors can post false and misleading claims on platforms like Google, Trustpilot, and social media.
The permanence and reach of these posts make them particularly dangerous. A single one-star review based on a lie can deter countless potential customers.
Your Strategic Defence Plan: Steps to Protect Your Reputation
If your business is the target of a false and damaging statement, acting quickly and strategically is vital. Panic is not a strategy.
Step 1: Don't Engage Emotionally. Document Everything.
Your first instinct might be to fire back a defensive reply online. Resist this urge. Instead, your immediate priority is to preserve evidence. Take high-quality screenshots of the defamatory comments, including the date, the URL, the author's username, and any replies. This evidence is crucial for any future action.
Step 2: Assess the "Serious Harm."
Is the statement a minor annoyance or is it causing genuine, serious harm to your business? Are customers mentioning it? Can you see a drop in enquiries or sales that correlates with the publication? Assessing the real-world impact will guide your next steps.
Step 3: Issue a Concerns Notice.
Before you can commence defamation proceedings in court, you must issue a formal "Concerns Notice" to the person who published the statement. This legal document outlines:
- Where the statement was published.
- The specific false claims being made.
- The harm it has caused your business.
- What you want the publisher to do (e.g., retract the statement, issue an apology, pay compensation).
Often, a professionally drafted Concerns Notice from a law firm is enough to resolve the matter without needing to go to court.
Step 4: Escalate if Necessary.
If the publisher ignores the Concerns Notice or refuses to cooperate, your next step is to consider legal proceedings. This is a significant decision that requires careful consideration of the costs, evidence, and potential outcomes.
You Don't Have to Fight Alone
Your business's reputation is the foundation of its success. Protecting it requires a calm, methodical, and legally sound approach. Understanding your rights under defamation law is the first step in defending your hard-earned good name against false attacks.
If your business reputation is under threat from false or misleading statements, you are not powerless. Contact us today for a confidential discussion on how we can help you protect your most valuable asset.

Senior Solicitor
Email: kristen@hntlegal.com.au









