What can you do about fake reviews on your Business Profile?
Fake reviews cut both ways: competitors or extortionists may post them about you, and some businesses are tempted to buy them for themselves. Google removes policy-breaking reviews at very large scale, but a single unfair one is not automatically fake. This page covers what qualifies, how to report it and what not to do.
What should you do about a fake review?
Check whether it breaks Google's review policy, report it from your Business Profile or the Reviews Management Tool, reply calmly in public, and keep a record. If Google finds no violation, you can appeal once.
Google's help page on reporting inappropriate reviews says evaluation takes several days, that you can appeal once after a "no policy violation" decision, and that you should not report a review only because you disagree with it.
What counts as a fake or policy-breaking review?
A review breaks policy when it is not based on a real experience, or when its content is prohibited. The usual signs are below. One sign alone proves little; two or three together are worth reporting.
- No record of the person as a customer, and details that do not match your business.
- A burst of one-star reviews in a few days, often with no text.
- Reviewer profiles that review many unrelated businesses far apart in a short time.
- Reviews from current or former staff, or a competitor's team.
- Hate speech, threats, personal information or off-topic content.
- Reviews that mention a demand for payment, or arrive right after one.
Google's April 2026 post on protecting businesses on Maps says it blocked or removed more than 292 million policy-violating reviews, removed over 13 million fake profiles and restricted more than 782,000 accounts. It says it uses Gemini to catch bad edits and is targeting extortion schemes.
How do you report a fake Google review?
- Screenshot it, with date, reviewer name and profile link.
- Check your records for the person, the date and the job.
- Report it from your Business Profile or the Reviews Management Tool, choosing the reason that matches the policy.
- Reply neutrally in public while you wait. See responding to reviews.
- Check status in the Reviews Management Tool after several days.
- Appeal once if the decision is "no policy violation" and you have evidence it is wrong.
Write reports for a reviewer who knows nothing about your business. Say which policy the review breaks and what evidence supports it, for example that no customer with that name visited on that date, or that the reviewer left the company in March. Upload screenshots where the form allows. Short, factual reports are easier to assess than long complaints.
Keep reporting separate from replying. Your public reply should never mention that you have reported the review or speculate about who wrote it.
How do you triage a burst of suspicious reviews?
A fictional café in Victoria receives six one-star reviews over two nights. The owner sorts them before reporting anything.
| Review | Evidence | Action |
|---|---|---|
| ★ no text, reviewer has 40 reviews this week across three provinces | Pattern of fake engagement | Report as spam or fake |
| ★ "Pay us or more of these are coming" (sent by email the same day) | Extortion | Report review and extortion; keep the email |
| ★ "Cold latte and rude staff on Saturday" | Plausible customer, matches a busy Saturday | Reply, apologise, do not report |
| ★ from a name matching a former employee | Conflict of interest | Report with dates of employment |
Report the policy, not the pain.
A harsh review from a real customer stays up, and reporting it wastes time. A review from someone who was never a customer, or that contains hate, spam or a conflict of interest, is worth reporting with evidence.
Why is buying reviews a bad idea?
Bought reviews break Google's rules and Canadian advertising law. In 2015 the Competition Bureau reached an agreement with Bell Canada, which paid $1.25 million after employees posted positive reviews of Bell apps without disclosing their connection. Undisclosed reviews from staff, family or paid services can be misleading advertising, and the business can be held responsible.
On Google's side, fake engagement is removed and can lead to restrictions on the profile or the accounts involved. A rating built on fake reviews also tends to collapse when they are removed, which is worse than the rating you started with.
What mistakes do businesses make with fake reviews?
- Reporting every bad review. Google asks you not to report reviews only because you disagree. It slows down the reports that matter.
- Paying a removal service. Only Google or the reviewer can remove a review, and some "removal" offers are the extortion.
- Accusing the reviewer in public. If you are wrong, it is a disaster; if you are right, it still looks defensive.
- Creating a new profile to escape bad reviews. It creates a duplicate and can lead to suspension. See duplicate listings and suspensions.
What should you track when dealing with fake reviews?
| Field | Example | Why |
|---|---|---|
| Date posted | Oct 4 | Shows bursts |
| Reviewer and link | Profile URL | Evidence for appeals |
| Reason reported | Fake engagement | Matches the policy |
| Status | Submitted, then removed or not | Know when to appeal |
| Appeal used | Yes or no | Only one is allowed |
| Linked contact | Extortion email saved | For police or Google |
Watch your 90-day average rating and new review count in the profile. Look for patterns across incidents too: the same reviewer names, the same wording, or bursts on the same weekday can strengthen an appeal or a police report. A healthy flow from a steady review routine also makes a few fake ones matter less.
Frequently asked questions
Can I get Google to remove a fake review?
You can report it. Google removes reviews that break its policy, such as fake engagement, conflicts of interest or prohibited content. It does not remove reviews only because you disagree.
How long does Google take to review a report?
Google says evaluation takes several days. Check the status in the Reviews Management Tool.
What if Google says the review does not violate policy?
You can appeal once after a "no policy violation" decision. Include evidence such as missing customer records.
Someone is demanding money to stop posting bad reviews. What should I do?
Do not pay. Keep the messages, report the reviews to Google, and consider reporting the extortion to police. Google says it is targeting these schemes.
Can I pay a company to remove negative reviews?
No outside company can remove Google reviews. Only Google can, for policy violations, or the reviewer can delete it. Paid removal offers are often scams.
Is it illegal to buy reviews in Canada?
Fake or undisclosed reviews can be misleading advertising. The Competition Bureau's 2015 case with Bell ended with a $1.25 million payment over undisclosed employee app reviews.
Should I reply to a review I think is fake?
Yes, briefly and neutrally. Say you cannot find a record and invite them to contact you. Then report it separately.
Sources & further reading
Regulator rules, platform policies and local data change. These sources let you check the facts on this page, last checked October 7, 2026.