Website defaming thousands of companies/websites that do honest business

A friend of mine today came across his business being listed on a website called ad-scams and it is basically saying his website is not to be trusted and fraudulent, which is the total opposite of what he does. He is in quite the panic because he does not know how to get his site taken down and is 99% sure the business model this site would run is to make people pay for their page to be removed (almost like a DDOS attack).

Any ideas on how he could report this website to relevant search engines to get rid of not just his website on ad-scams, but the whole site as it is defaming basically every site it claims to be a 'scam'.

submitted by /u/nitridehands
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