What Google considers a fake review

Contributions to Google Maps must reflect a genuine experience1. Its policy covers in particular1:

  • reviews not based on any real experience;
  • reviews that were paid for, directly or in kind;
  • content posted from several accounts by the same person;
  • reviews arising from a conflict of interest: employee, former employee, relative, competitor;
  • reviews posted on a competitor's profile to harm its reputation.

The scale is huge: in 2024, Google says it blocked or removed more than 240 million policy-violating reviews, most of them before they were seen2.

The warning signs

No single sign proves that a review is fake, but some warrant a check:

  • no trace of the customer in your bookings, receipts or jobs for the period described;
  • a story that doesn't match your business: a dish you don't serve, a service you don't offer;
  • a sudden wave of one-star reviews within a few days. Google itself lists unusual volumes or patterns of contributions among the signs of manipulation1. If it is followed by a demand for money, read our guide to review extortion;
  • a profile that only posts extreme reviews, all on the same day.

Reporting a review to Google

The procedure, according to Google's help3:

  1. Go to your Business Profile and select Read reviews.
  2. Next to the review, select Report.
  3. Choose the reason, for example "Spam", then send the report.

The review usually takes several days, and the Reviews Management Tool shows the status of your report. If Google finds that no policy was broken, you can appeal its decision from the same tool3.

Pick your battles: Google only removes reviews that break its policies, and points out that it doesn't take sides in disputes between a business and a customer3. A harsh but honest review will stay online; your reply is what will make the difference.

What EU law says

EU Directive 2019/2161, known as the "Omnibus" directive, applicable since 28 May 2022, added two practices to the list of those considered unfair in all circumstances4:

  • stating that reviews are submitted by customers who actually used or bought the product, without taking reasonable and proportionate steps to check it;
  • submitting or commissioning fake reviews, or distorting consumer reviews, to promote products.

It also requires anyone who gives access to consumer reviews to state whether and how they ensure that the reviews come from genuine customers4. Each EU country has transposed these rules into its own law; if you suffer serious harm, a lawyer will tell you what remedies are open to you.

The temptation to avoid: offsetting with fake positive reviews

Drowning a fake negative review under fake positive ones means falling foul of these rules yourself. Google may then restrict your profile: no new reviews for a period, or a warning shown to users saying that fake reviews have been removed5. In April 2025, it announced that these alerts, launched in the United States, the United Kingdom and India, would be extended worldwide2.

Consumers are no more forgiving: in BrightLocal's 2026 survey, 97% think a business caught posting fake reviews should face consequences6.

Replying to a review you think is fake

While waiting for Google's decision, reply, calmly and without accusing anyone:

"We can find no trace of your visit on that date, and we don't offer this service. If we're mistaken, please call us: we want to understand."

Readers of your profile will judge on the evidence.

What ReplyTop does

ReplyTop never writes or posts reviews: it replies to the ones you receive. 1- and 2-star reviews, where fake ones slip in, wait for your review before any reply goes out: you have time to report them first.