In a significant move to protect consumers and maintain the integrity of its platform, Google announced a lawsuit on March 19, 2025, against alleged scammers responsible for creating fake business profiles on Google Maps. This action came in response to an alert from a Texas business that discovered an unauthorized locksmith had been impersonating their company.
This initial notification set off an extensive investigation, which revealed that Google had eliminated over 10,000 illegitimate listings ranging from outright fakes to legitimate accounts that had been compromised. Halimah DeLaine Prado, Google's general counsel, highlighted the emergence of what they refer to as "duress verticals." These sectors, encompassing urgent services like locksmithing and towing, attract scammers who exploit vulnerable customers in need of immediate assistance.
"Once we're alerted to the actual fraud, we take extreme efforts to identify similar fraudulent listings," DeLaine Prado stated in an interview on "CBS Mornings Plus". As Google's investigation progressed, it became evident that the alleged scammers operated within an organized network, utilizing social media to amplify their reach and influence.
A particularly concerning tactic employed by these scammers was the promotion of fraudulent positive reviews. In one striking instance from the lawsuit, an alleged scammer advertised "5 star reviews" across multiple Facebook groups, aiming to bypass Google's established guidelines. This strategy not only misleads consumers but also undermines the trust in genuine businesses.
DeLaine Prado described how scammers typically employ a "bait and switch" method. In simple terms, a customer searching for local services might inadvertently contact a fraudulent business due to misleading listings. Often, even if a legitimate business's contact information is dialed, the call can be manipulated through lead generation services, redirecting it to the scammers instead.
Google reported that when customers find themselves in these "duress verticals," they are particularly susceptible to exploitation. Scammers often show up demanding prices well above the original quotes offered, leaving clients with little recourse.
To help users protect themselves, DeLaine Prado offered practical advice. Customers should verify the legitimacy of companies by checking their URLs and contact details. Additionally, if a business requests unnecessary personal information or unconventional payment methods such as gift cards, that should raise immediate warning signs.
Google has taken steps in the fight against these fraudulent activities by employing automated tools and expert analysts to identify and eradicate such profiles. The company's resolve is underscored by their removal of approximately 12 million fake business profiles in 2023, marking an increase of about a million compared to the previous year.
"Online business profiles are incredibly valuable to businesses, as well as consumers," DeLaine Prado noted, explaining that small and medium enterprises rely heavily on these listings for visibility and credibility. However, the lawsuit extends beyond mere listings. It reveals how the alleged scammer network operated to suppress negative reviews of their clients by creating and selling fake positive ones.
This manipulation of the review system poses a significant threat to consumer trust, as many rely on the authenticity of online reviews when choosing services or products. According to DeLaine Prado, "Consumers use the reviews under those listings to actually make decisions based on what service to use or not to use. A fake profile and a fake review undermines the trust that you have in that ecosystem."
In a forward-looking statement, Google indicated that any financial damages resulting from the lawsuit would be donated to organizations dedicated to combating scams. This proactive stance by the tech giant illustrates its commitment to safeguarding consumers and enhancing the integrity of its platform.
As technology evolves, so too do the tactics employed by fraudsters, making it increasingly essential for consumers to remain vigilant. Google's ongoing fight against these scams underscores the importance of consumer protection in an increasingly digital world.
