Google Maps is an extremely popular tool for millions of users around the world, facilitating navigation and the discovery of local businesses or services. However, this platform is increasingly affected by a growing scourge: the proliferation of fake addresses and fraudulent listings. In addition to being a nuisance for users, these fake profiles constitute a gateway for sophisticated scams.
The Mountain View firm discovered the existence of thousands of illegitimate listings on its platform, announcing legal action against the alleged scammers. the origin of this fraud. As CBS News explains, a Texas company recently reported the presence of a fraudster posing as an unlicensed locksmith on Google Maps. Although isolated, this report was the trigger for an in-depth investigation that revealed the extent of the problem.
Google Maps is flooded with fake ads and reviews
Some 10,000 fraudulent business listings have been discovered by the American search giant. Scammers most often target "distressed sectors," that is, services used by people in urgent or stressful situations, such as locksmiths and repair shops. These sectors are particularly vulnerable because consumers often seek quick solutions, which scammers exploit without scruples. They do this by calling on increasingly varied and sophisticated techniques.
Scammers may use the loss leader technique to lure consumers into a fraudulent ad directed at an unauthorized service provider, rather than a licensed professional. In other cases, scammers will divert a customer's call to a verified company and redirect them to scammers. Once the customer agrees to hire the fraudulent service, they will be asked for a higher price than the one initially advertised. In addition, other fake profiles have sold fake positive reviews at companies to hide real negative reviews. Each time, the consumer is connected to a completely different business than the one they thought they were dealing with.
These practices harm consumer trust in online reviews, exploiting the trust placed in Google Maps. "Once we are alerted to real fraud, we make considerable efforts to identify similar fraudulent listings," assures Halimah DeLaine Prado, Google lawyer.
Google offers advice to avoid unpleasant surprises
Faced with In this situation, the lawyer recommends taking the time to ensure that a company is legitimate. She advises checking the company's URL and phone number to ensure they match the advertised information. Halimah DeLaine Prado also advises being wary of a company that asks for more information than necessary or invites you to pay in an unconventional way, such as by bank transfer.
Google, for its part, says it takes this issue very seriously and uses a range of tools to identify fraud. In 2023, the Mountain View firm claims to have blocked or removed approximately 12 million fake business profiles. Last year, it also implemented new measures to help users identify unreliable businesses. The battle between Google and scammers therefore appears far from over.
The Californian company has announced its intention to donate any damages obtained in this lawsuit to organizations committed to combating scams.
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