Comments are one of the best parts of running a business page on social media. They show that people are reading and reacting. They also give you a chance to answer questions in public where other customers can see.

Comments can also cause problems you did not create. A follower might post a false claim about your product or an attack on another person. In Australia, the business that runs the page can carry some responsibility for what appears there.

Your page, your responsibility

The Australian Competition and Consumer Commission (ACCC) is clear on this point. Its guidance on social media promotions says businesses are responsible for comments and posts that others make on their social media pages. That applies when those posts are false or likely to mislead.

This surprises many small business owners. They see comments as the customer’s words, not theirs. Under consumer law, though, your page is part of how you promote your business.

Think of a follower who writes that your product cures a health condition or is cheaper than every rival. If you leave that claim sitting under your post, it can look like you agree with it. The ACCC expects businesses to deal with misleading content like this.

What the ACCC expects you to do

The ACCC’s guidance sets out some practical steps. Businesses should set clear rules for how others can post on their page and display them prominently. They should also block users who break those rules.

The guidance also says businesses should remove or respond to any posts, including reviews, that may be false or misleading. A response has to be enough to correct the false impression the original post left. The ACCC notes it is usually safer to remove the comment.

Regular checking matters too. The ACCC says businesses should check their social media pages. The guidance does not set a time limit, so build a routine that suits how busy your page is.

Defamation and the Voller decision

Consumer law is not the only issue. In 2021 the High Court of Australia decided Fairfax Media Publications v Voller. The case involved media companies that ran public Facebook pages and posted news stories about Dylan Voller.

Other Facebook users posted comments under those stories that Mr Voller said were defamatory. By majority, the High Court found the media companies were publishers of those third party comments. It said that by creating public pages and posting content, they facilitated, encouraged and assisted the publication of the comments.

The court also rejected the argument that a publisher must know about the defamatory content and intend to share it. That matters for any business with a public page. The decision dealt with one part of a defamation claim, so it did not decide whether the comments were defamatory or whether any defence applied.

Defamation law is made by the states and territories, and it changes over time. New South Wales passed changes to its defamation laws for the online world in 2023, and they took effect in July 2024. Because the rules differ by state and keep being reviewed, get legal advice if a specific comment worries you.

Writing simple page rules

Page rules give you a fair basis for hiding comments or blocking users. Keep them short and easy to read. Pin them to your page or add them to your page information where people can find them. Good page rules usually cover a few areas:

• No abusive, threatening or discriminatory comments.
• No claims about health, safety or results that cannot be backed up.
• No spam, scams or links to unrelated sites.
• No personal details of other people.
• Comments that break the rules may be hidden or removed, and repeat offenders blocked.

Apply your rules the same way to everyone. Removing only negative but honest feedback can create its own problems. The ACCC’s guidance on reviews makes it clear that misleading customers through online reviews is against the law.

Building a moderation routine

A routine is easier to keep than good intentions. Decide who on your team checks the page and how often. A busy page might need checking several times a day, while a quiet one might need a look each morning.

Most platforms let page owners hide, delete or report comments. Many also let you filter certain words or limit who can comment on a post. Spend some time in your page settings learning what tools you have before you need them.

Keep a simple log of comments you remove and why. Note the date and the rule that was broken. If a customer or anyone else questions a removal, you can show that you followed your own published rules.

Think about posts that might attract heated replies before you publish them. News items, competitions and posts about controversial topics often draw more comments. You might choose to limit comments on those posts or watch them more closely.

Replying to genuine complaints

Not every negative comment is a problem to remove. Honest complaints are a normal part of business. A calm public reply can show other customers how you treat people.

Thank the person, acknowledge the issue and offer to sort it out through a private message or a phone call. Keep the reply short and polite. Avoid arguing in public, even when you think the customer is wrong.

The way you handle comments affects how your social channels perform overall. Our comparison of email and social media marketing ROI looks at what each channel does well. A well managed page tends to be a more useful channel for your business.

Linking comments, content and search

Social pages often send people to your website, and your website content shapes what people say. Clear, accurate content gives followers less reason to post wrong information. It also gives you something helpful to point to when you reply.

Firms in regulated fields such as law need to be especially careful about claims. Our guide to SEO content for your legal blog covers writing useful content for that kind of audience. The same care with accuracy carries across to social posts and replies.

If your website is fairly new, the basics come first. Our articles on SEO first steps every website needs and SEO trends are good places to start. A solid site and a well run social page work best together.

Frequently asked questions

Am I responsible for what customers post on my Facebook page?

You can be. The ACCC says businesses are responsible for comments and posts others make on their social media pages if they are false or likely to mislead. Defamation law can also treat page owners as publishers of third party comments, as the Voller decision showed.

Should I delete negative reviews and comments?

Not just because they are negative. Honest feedback should generally be left up and answered politely. Remove posts that break your published rules or that are false or misleading.

Is replying enough to fix a misleading comment?

Sometimes, but only if your reply fully corrects the false impression. The ACCC says a response must be enough to counter what the original post suggested. It also notes that removing the comment is usually the safer option.

Can I turn off comments altogether?

Many platforms let page owners limit or turn off comments on some posts. This can reduce risk on posts likely to attract heated replies. It also reduces the engagement that makes social media useful, so weigh up each post.

This article is general information only and is not legal advice. Consumer and defamation laws differ between states and territories and can change. Please speak with a qualified lawyer about your own situation.