An investigation initiated by a complaint from a Texas locksmith revealed an international fraud scheme that peddled tens of thousands of counterfeit business listings via Google Maps. The scammers seized control of actual business profiles and concocted fake positive reviews to lure unsuspecting customers. Here’s how to identify similar scams and safeguard yourself against them.

Google has uncovered over 10,000 counterfeit business listings on its widely used Google Maps app, which is available on nearly every smartphone, and has commenced legal proceedings against those responsible for the fraud. This information was disclosed by CBS Network yesterday (Wednesday). The comprehensive investigation led by the company disclosed that this fraudulent network had created and sold fake business profiles on the platform.

The Fraud Network and Its Tactics
The deceit was first discovered when a licensed locksmith in Texas observed that an unlicensed locksmith was misusing his name on Google Maps. A local investigation exposed a larger scheme, prompting an extensive inquiry. Ultimately, Google opted to remove over 10,000 illegitimate listings from its maps.

These fraudulent listings included entirely non-existent businesses as well as hijacked profiles of legitimate companies, which had been copied and altered to promote unauthorized entities. Google's legal advisor, Halima Dlayne Prado, noted that once alerted to such fraud, the company swiftly works to identify other similar counterfeit listings.

This problem is not a recent occurrence. Google has been combating fake businesses offering services through Google Maps for many years. Scammers would create profiles for existing companies that either lacked an official presence or were not actively managed, incorporating a genuine address, legitimate website, or photos, but using their own phone number instead of a valid one.

How the Fraudsters Operate
Once the fraudsters established these bogus profiles, Google Maps often recommended these fake companies based on user searches. Consequently, users would unintentionally reach out to a fraudster impersonating a legitimate, licensed business. In certain instances, it was suggested that Google profited from these fake companies as they would pay for promotions to enhance their visibility in relevant search results.

According to Google, most of these counterfeit businesses were locksmiths, towing services, and other urgent service providers. In these high-pressure situations, individuals typically search for local professionals on Google Maps, even if they have no prior experience with their services. Unfortunately, instead of contacting a legitimate professional, they fall prey to an imposter.

The Growing Sophistication of Fraudsters
Halima Dlayne Prado indicated that the fraudsters were becoming increasingly adept. They collaborated with agents globally and utilized social media to expand their fraudulent networks. Google reported that scammers also sold fake positive reviews for businesses, further overshadowing negative remarks on social media platforms. One lawsuit illustrated a Facebook post featuring "5-star reviews" for entirely fictitious businesses.

Common Tactics Used by Scammers
Google's investigation revealed various tactics employed by these fraudsters. In some instances, customers would call a legitimate company, but their call would be intercepted and redirected through a lead generation service that would connect them to the scammers. More often than not, the fraudster arriving to deliver the service would charge significantly more than necessary, exploiting the customer's urgency. Under pressure, many customers felt compelled to pay these inflated prices.

How to Avoid Falling for These Scams
Google recommends exercising caution, even in urgent situations. Consumers should meticulously verify the website address and phone number of the company they contact, ensuring it aligns with the Google Maps listing. A warning sign should be raised if the company asks for excessive information, such as an ID number, or requires payment through unconventional methods like gift cards or wire transfers.

To combat this type of fraud, Google has developed various tools, utilizing both automated systems and human analysis. The company asserts it has removed or blocked around 12 million fake business profiles annually over the past two years. Additionally, Google announced plans to donate any compensation received from legal actions related to this issue to organizations fighting fraud.

Google’s Commitment to Combating Fraud
Google is dedicated to enhancing the safety of Google Maps for both businesses and consumers. The company has been actively engaged in investigating fraudulent activities and implementing strategies to combat the rise of fake business listings and reviews. The latest legal actions underscore its ongoing commitment to preserving the integrity of its services and shielding users from fraudulent practices.

Additional Insights on Fake Business Listings
Counterfeit business listings on platforms like Google Maps do not only mislead consumers into scams but also tarnish the reputation of legitimate businesses. Fraudsters can distort the competitive landscape by manipulating search results, granting unfair advantages to misleading fake businesses. Google's efforts to eliminate such listings are a vital step in protecting consumers and businesses from these harmful activities.

As online platforms and mapping services gain popularity, the potential for fraud in these domains increases as well. Both businesses and consumers need to remain vigilant, reporting any suspicious activities to platforms like Google to help prevent the spread of fake listings.