Fake Google Reviews: How to Identify, Respond, and Protect Your Online Reputation

WHAT IS GOOGLE MY BUSINESS?

Google My Business (GMB), now known as Google Business Profile, is a free tool from Google that gathers information from registered businesses and displays it in search results when users search for products or services.

For example, when someone searches for "bakery" on Google, the system shows a list of nearby businesses based on their location and the data available in each company’s profile.

One of GMB’s most relevant features is the ability to interact directly with customers through reviews. Consumers can write comments, post photos or videos, and assign a star rating from 1 to 5:

• ⭐ 1 star = Terrible

• ⭐⭐ 2 stars = Bad

• ⭐⭐⭐ 3 stars = Average

• ⭐⭐⭐⭐ 4 stars = Good

• ⭐⭐⭐⭐⭐ 5 stars = Excellent

The platform automatically calculates the average rating based on all submitted reviews to define the overall score of the business. This score represents the public reputation of the company and directly affects its ranking in Google search results — the higher the score, the better the placement.

It’s worth noting that while the average rating isn’t the only factor Google uses for ranking, it is one of the most significant — especially when consumers are comparing local businesses.

WHY DO PEOPLE POST FAKE REVIEWS ON BUSINESS PROFILES?

The goal of fake reviews is always the same: to boost or damage a business’s reputation. When the intent is to improve a company's image, fake reviews are often posted by the business owner or someone connected to them. On the other hand, when the goal is to harm a company, it's often a competitor behind the attack — especially because businesses with higher ratings tend to rank better on Google, receive more calls and messages, and ultimately close more sales.

That’s why the top spot on Google is so competitive.

Important: Whether positive or negative, fake reviews violate Google’s policies and can result in the suspension or permanent removal of a business profile.

WHAT TO DO IF YOUR BUSINESS RECEIVES A FAKE REVIEW?

First of all, do not reply right away. Check if your business has actually served that person. Carefully analyze the content of the review. If there’s no record of the customer, review their profile activity: look for recent praise of a competitor or any signs that could indicate bad faith.

After your analysis, gather all possible evidence — screenshots, links, and any relevant data — and submit a report to Google directly through the platform. However, note that Google will only remove a review if there is clear evidence that it is fake.

If Google refuses to remove the review even after presenting documentation, the only path forward is legal action — taking the issue to court.

There are multiple legal precedents in favor of businesses. A recent case from 2024, for instance, saw the 1st Chamber of Private Law of the São Paulo State Court order a patient to pay R$ 7,000 in damages to a medical clinic and a professional due to a review that harmed their reputation (Appeal Nº.. 1005422-46.2022.8.26.0590).

So be very careful when posting criticism on public platforms. There’s a legal limit between expressing an opinion and committing defamation. On the other hand, if your business is targeted by a false review, you have every right to seek legal redress.

Fake reviews unfairly lower your business’s rating, which can lead to real losses since your profile will drop in Google’s search rankings.

DISCOVER OUR GMB PROFILE MANAGEMENT SERVICE

At Vasconcelos Marketing & Communications, we monitor our clients’ online reputation 24/7. We ensure that all reviews are responded to professionally and strategically, and we actively report and pursue the removal of fake reviews.

We have a highly qualified team ready to act both administratively (with Google) and legally (in court) when needed.

Talk to our team today and learn how we can help protect your business’s reputation.