Google Maps yanks over 10,000 fake business listings - how to spot the scam

As a frequent Google Maps user, it's easy to take the listings at face value and assume they're legitimate. But that trust can sometimes lead us into trouble. Recently, Google uncovered over 10,000 fake listings on Google Maps, as reported by CBS News. These ranged from completely made-up businesses to legitimate accounts that had been hacked or hijacked by cybercriminals. In response, Google swiftly removed these listings and took legal action against the alleged scammers responsible.

The Old Bait-and-Switch Tactic

Google's General Counsel, Halimah DeLaine Prado, shed light on how this scam came to light during an interview on CBS Mornings. It all started when a business in Texas reported to Google that an unlicensed locksmith was impersonating them on Google Maps. The scammers had altered the listing to replace the original phone number with one of their own. Anyone calling this new number would be connected to a different locksmith, potentially facing inflated charges for lock repairs. This single complaint led Google to uncover a vast network of fraudulent listings.

The scammers employed the classic bait-and-switch tactic, targeting what they call "duress verticals." These are situations where the customer is in a rush or under pressure, like being locked out of their home. The urgency of these situations makes it easier for scammers to deceive their victims, who might not realize they've been scammed until it's too late.

Prado emphasized the importance of online profiles, stating, "Small and medium businesses use those listings for word of mouth and discoverability. Consumers use the reviews for those listings to make decisions on what service to use or not to use. A fake profile and a fake review undermine the trust you have in that ecosystem."

Google's Response to Major Scams

When faced with such a significant scam, Google took decisive action. Not only did they remove the fraudulent listings, but they also scanned for and removed similar fake listings across Google Maps, according to Prado. In some cases, the accounts responsible for creating these listings were blocked. Additionally, Google took the extra step of filing a lawsuit against the individuals behind the scam, who were allegedly part of a broader network selling fake business profiles for Google Maps.

Prado stated, "Fake business listings are prohibited on Google Maps, and we use a range of tools to protect businesses and users. This litigation builds on our efforts and sends a clear message that impersonation schemes will not be tolerated."

How to Verify a Business on Google Maps

To help users avoid falling for these scams, Prado offered some practical tips:

1. Google collaborates with the Cybercrime Support Network, which runs a website called Scam Spotter. This site provides information on the latest scams and how to identify them.
2. Always check the URL of the business's website. If the address seems off or unrelated to the business, take a moment to reassess before engaging. Also, be wary of misspellings in the URL, as this can be a red flag for scam sites.
3. Be cautious if a service requests more personal information than necessary, like your social security number.

Finally, be alert if a service asks for payment through unconventional methods, such as gift cards or wire transfers.

By staying vigilant and using these tips, you can better protect yourself from falling victim to these deceptive practices on Google Maps.