An investigation sparked by a complaint from a locksmith in Texas has revealed an international fraud operation that sold tens of thousands of counterfeit business listings via Google Maps. The con artists seized control of established business profiles and fabricated positive reviews to lure unsuspecting customers. Here’s how to identify similar scams and safeguard yourself against them.

Google has uncovered more than 10,000 counterfeit business listings on its widely used Google Maps application, available on nearly every smartphone, and has initiated legal proceedings against those behind the deception. This was disclosed by CBS Network yesterday (Wednesday). Findings from a thorough investigation by the company indicated that this fraud network constructed and sold phony business profiles on the platform.

The Fraud Network and Its Methods
The fraud was first detected when a licensed locksmith in Texas recognized that an unlicensed locksmith was using his name on Google Maps. A local investigation uncovered a larger scheme, prompting a comprehensive inquiry. Ultimately, Google opted to remove over 10,000 fraudulent listings of this kind from its maps.

These scams included entirely fictitious businesses as well as hijacked profiles of real businesses that were copied and altered to promote unauthorized companies. Halima Dlayne Prado, Google's legal advisor, stated that once the company is alerted to such fraudulent activity, they quickly act to identify similar listings.

This issue is not new. Google has been combating fake businesses that advertise services through Google Maps for several years. The con artists would craft a profile for an existing business that either lacked an official profile or was not actively managed, input a real address, a genuine website, or photos, but would replace the legitimate phone number with their own.

How the Con Artists Operate
After establishing these counterfeit profiles, Google Maps would frequently recommend the fraudulent company based on user searches. However, users would unknowingly reach out to a scammer pretending to be a licensed business. In some instances, it has even been alleged that Google benefited financially from this, as fake companies would pay to advertise themselves, enhancing their visibility in pertinent search results.

Google noted that the majority of these bogus businesses were locksmiths, towing services, and other providers people often seek in emergencies. In such urgent situations, individuals tend to search for local professionals on Google Maps, even if they have never used their services before. Regrettably, instead of connecting with a legitimate professional, they would fall prey to an impersonator.

The Increasing Sophistication of Scammers
Halima Dlayne Prado pointed out that the scammers were becoming more sophisticated. They collaborated with agents across the globe and even utilized social media to broaden their fraudulent networks. Google also reported that these con artists sold fake positive reviews for businesses, further masking negative reviews on social media. In one legal case, Google demonstrated a Facebook post that featured "5-star reviews" for completely fictitious businesses.

Common Tactics Employed by Scammers
Google's investigation revealed several strategies utilized by these fraudsters. In certain instances, consumers would reach out to a legitimate business, but the call would be intercepted and sent through a lead generation service that directed the call to the scammers. More frequently, the fraudster who showed up to deliver the service would charge significantly inflated prices, exploiting the customer's urgency to complete the job. Under the stress of needing immediate assistance, these customers often felt compelled to accept these exorbitant charges.

Tips for Avoiding These Scams
Google advises exercising caution, even in pressing situations. Consumers should verify the website address and phone number of the business they contact to ensure they match the Google Maps listing. A warning sign should be raised if the business requests excessive information such as an ID number or demands payment in unusual forms like gift cards or wire transfers.

To combat such fraud, Google has developed a variety of tools, both automated and human-reviewed by analysts. The company claims to have removed or blocked around 12 million fake business profiles per year over the last two years. Additionally, Google announced that it would donate any compensation received from legal actions related to this matter to organizations fighting fraud.

Google's Dedication to Fighting Fraud
Google is committed to enhancing the safety of Google Maps for both businesses and consumers. The company has actively engaged in investigating fraudulent activities and implementing strategies to reduce the prevalence of fake business listings and reviews. Recent legal actions underscore its ongoing commitment to maintaining the integrity of its services and protecting users from fraudulent schemes.

Further Insights on Fake Business Listings
Counterfeit business listings on platforms like Google Maps not only deceive consumers but also tarnish the reputation of legitimate businesses. Scammers can distort the competitive landscape by manipulating search results, giving unfair advantages to deceptive businesses that mislead customers. Google's efforts to eliminate fake listings represent a crucial step in safeguarding both consumers and businesses from these harmful activities.

As online platforms and mapping services gain popularity, the risk of fraud in these areas also escalates. It is essential for both businesses and consumers to remain vigilant and report any questionable activity to platforms like Google to prevent the spread of fake listings.