This article is a bit of a rant, and rightly so. I’ve had enough of hearing complaints about fake and incentivised reviews on US Google Business Profiles. Don’t get me wrong, fake reviews are a serious issue that needs addressing, but sometimes the complaints miss the mark, focusing only on Google while ignoring more effective ways to tackle the problem.

So, if you’re reading this because I sent you here after one of your complaints, consider this a friendly nudge towards a better solution. Yes, you can report fake reviews to Google, but if you’re truly committed to getting something done, there’s a more powerful avenue you should consider.

 

Google Business Profiles Isn’t the Ultimate Judge

First and foremost, it’s important to understand that Google Business Profiles and Google Maps are publishers of these reviews—they’re not the originators of the content. Google provides the platform, but the reviews come from third-party users, and, quite frankly, Google isn’t the adjudicator of what is true or false across the internet.

Google does have systems in place to flag and report fake or incentivised reviews, and yes, I acknowledge that it can be painfully slow to see any action taken. However, in the grand scheme of things, Google is not the ultimate authority on these matters, especially concerning deceptive business practices.

 

Why You Should Be Reporting to the FTC

If you’re genuinely concerned about US businesses buying or incentivising reviews, your first port of call should be the Federal Trade Commission (FTC), not Google. The FTC is the real adjudicator, with the authority and the legal power to enforce penalties against businesses engaging in deceptive advertising practices—including paying for or incentivising reviews.

Buying or incentivising reviews is not just bad practice—it’s considered deceptive advertising under the FTC Act. Businesses that offer incentives in exchange for positive reviews are breaking the law, and the FTC can take legal action against them.

If you’re serious about holding these businesses accountable, the FTC should be your go-to. Filing a report with the FTC is not just a complaint—it could lead to legal consequences for the business in question.

 

Report a Business for Buying or Incentivising Reviews

So, what should you do if you’ve found a business that’s buying reviews or offering incentives in exchange for them? Here’s a structured process for gathering evidence and making a report.

• Understanding the Violation

Before reporting, ensure you fully understand what constitutes a violation. Offering payment, discounts, or freebies in exchange for reviews, even if the reviews reflect genuine experiences, counts as deceptive advertising under the FTC’s guidelines. If a business encourages positive reviews through incentives, it is breaking the law.

• Gather Evidence

The more evidence you can gather, the stronger your case will be. Start by capturing screenshots of the reviews and any offers or incentives mentioned. Keep any emails or messages that discuss the exchange of reviews for rewards. Don’t forget to note the platform where the reviews are posted, whether it’s Google, Yelp, or TripAdvisor.

• Reporting to the FTC

Once you’ve gathered your evidence, it’s time to report the business to the FTC. You can do this online by visiting the FTC’s complaint page and completing a detailed report, including all your evidence. Alternatively, you can contact the FTC’s Consumer Response Center by calling 1-877-FTC-HELP (1-877-382-4357).

• Reporting to the Review Platform

In addition to reporting the business to the FTC, flag the reviews on the platform where they’re posted. Most platforms, including Google, have built-in features to report suspicious reviews. Follow the platform’s specific reporting process; if that doesn’t work, contact their customer support team.

 

Additional Tips for Reporting

When reporting these violations, be as detailed and specific as possible. Explain exactly how the business incentivises reviews, and include as much relevant evidence as possible. Don’t expect immediate results; investigations take time and require patience. However, if your initial report has been ignored, don’t hesitate to follow up and push for action.

 

Help Keep the Marketplace Fair

By reporting fake or incentivised reviews to the FTC and the relevant review platform, you’re doing more than just voicing a complaint—you’re actively working to ensure fairness and transparency in the marketplace. Fake reviews harm consumers, legitimate businesses, and the integrity of review platforms. So, take action and report these violations through the appropriate channels.

You can file an FTC complaint here.

 

Google Isn’t the Only Option

If you’ve been fixating on Google’s slow response to reports of fake or incentivised reviews, consider shifting your focus to the FTC. Google is a platform, but the FTC is the enforcer. By reporting deceptive practices to the FTC, you’re hitting businesses where it hurts and leveraging the full power of the law to ensure fairness.

So, the next time you encounter a dodgy business with incentivised reviews, don’t just moan about Google; report it to the proper authorities.

 
Online Ownership provides a Consulting Service for GBP, but for the love of all things related to reviews, please don’t contact me; I am done with it.

 

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