Google believes that many of the scams were concentrated in so-called “duress verticals,” or services that people need in emergency situations.
Google has filed a lawsuit against a group of scammers behind thousands of illegitimate Google Maps listings.
According to CBS News, the lawsuit alleges that a single man working within a wider network created and sold various “fake” business profiles on Google Maps. These listings included fraudulent reviews as well as markers for non-existent companies.
“The authenticity of these listings and reviews is essential to businesses, their customers, and Google,” the lawsuit states. “Online ratings and reviews, such as those found on Google Maps, play a crucial role in influencing the decisions of numerous potential customers when they are searching for businesses to engage with.”
Google purportedly became aware of the scam after a Texas business flagged an unlicensed locksmith working under their name. Upon investing, Google found more than 10,000 other illegitimate listings. Some of the profiles used in the scam were hijacked accounts.
“Once we’re alerted to the actual fraud, we take extreme efforts to identify similar fraudulent listings,” Google general counsel Halimah DeLaine Prado told CBS News.
Google believes that many of the scams were concentrated in so-called “duress verticals,” or services that people need in emergency situations.
“Scammers are becoming increasingly sophisticated,” DeLaine Prado said.
Many of the scams are bait-and-switch-variety scams. If somebody searches for a local service, such as a tow-truck or locksmith, their call is intercepted and re-routed to another business—not one the customer had intended to call. Upon arrival, the scam service typically demands higher-than-expected prices. Oftentimes, customers give in rather than negotiate or refuse.
“Customers seeking these services are particularly vulnerable to being harmed by fake profiles and reviews, as bad actors take advantage of the urgency of the customer’s need to make a profit,” the lawsuit states.
DeLaine Prado emphasized that many businesses rely on Maps profiles and listings to find new customers.
“Online business profiles are incredibly valuable to businesses, as well as consumers,” DeLaine Prado told CBS. “Small and medium businesses use those listings for ‘word of mouth,’ discoverability.”
DeLaine Prado pointed out that many of the illegitimate listings took the form of fake reviews.
“Consumers use the reviews under those listings to actually make decisions based on what service to use or not to use,” she said. “A fake profile and a fake review undermines the trust that you have in that ecosystem.”
The lawsuit names Yaniv Asayag, the owner of Maryland-based Eagle Locksmith and Eagle Services LLC, and his unidentified co-conspirators as defendants.
Sources
Google finds 10,000 fake listings on Google Maps, sues alleged network of scammers
Google sues Maryland man, others for ‘fake business listings,’ accusations of selling data
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