LANCASHIRE businesses are losing out on new sales due to fake or unjust reviews, according to a top marketing consultant.

Internet review experts Got Juice say the problem affecting Lancashire could be tackled if reviews were required to be authenticated.

Mark Hall, managing director, said: “A single bad review can ruin the chances of gaining new customers and create a longstanding, horrible word of mouth campaign offline.

“In some instances, if left, the review could quickly lead the company to bankruptcy.

“If your business receives a negative review or mention it is very important to respond to the customer online, always remain calm and do not take it personally.

“A good response would be to offer an apology and a invitation to discuss things in more detail.”