Google is intensifying its fight against fraudulent business listings on Google Maps, taking down 10,000 fake profiles and filing a lawsuit against a Maryland man accused of orchestrating a large-scale scam. The tech giant says the scheme involved creating fake businesses, posting deceptive reviews, and selling customer data, posing a serious threat to both consumers and legitimate businesses.
How the Scam Worked
Google alleges that Yaniv Asayag, owner of Eagle Locksmith and Eagle Services LLC in Maryland, and his associates manipulated Google Maps and Search to deceive users. Their scheme involved creating fake business profiles and editing existing ones to mislead consumers. The fraudsters targeted “duress verticals” – services people urgently need, such as locksmiths, HVAC repair, and towing companies.
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Victims who searched for these services online were often tricked into calling fake businesses. In some cases, scammers provided services but charged exorbitant prices. In other instances, calls were rerouted to call centers where victims were pressured into paying upfront for services that were never provided.
To make their listings appear credible, scammers boosted them with fake positive reviews and engaged in deceptive engagement tactics. They also promoted their schemes on social media, offering “five-star reviews” that could bypass Google’s detection systems.
Google’s Investigation and Lawsuit
Google launched an investigation after a Texas-based locksmith reported being impersonated on Google Maps. This led the company to uncover a vast network of fraudulent activity spanning multiple states and industries.
The company filed a lawsuit against Asayag and his co-conspirators in the Northern District of California, citing violations of Google’s terms of service and California law. The complaint alleges that between early 2023 and May 2024, Asayag edited business listings over 1,000 times, impacting at least 149 different businesses, mainly in the Washington, D.C. area.
Google claims that once Asayag obtained consumers’ contact information, he sold it as “leads” to real businesses, turning a profit from unsuspecting victims. While lead-generation itself is not illegal, selling consumer data without consent or using deceptive means can violate laws such as the Telephone Consumer Protection Act.
Growing Threat of Fake Listings
Fake business listings on Google Maps are a rising issue. In 2023 alone, Google removed or blocked 12 million fraudulent business profiles—one million more than the previous year. The company has also been cracking down on businesses that use artificial reviews to manipulate their ratings. The issue is not limited to the U.S. In the UK, Google faced regulatory pressure to take action against companies engaging in deceptive review practices, leading to restrictions on businesses involved in such activities.
Protecting Yourself from Scams
Google advises consumers to follow three key steps to avoid falling victim to fraudulent listings:
- Slow Down – Scammers create a sense of urgency. Take time to research before making a decision.
- Spot Check – Verify business details independently, including URLs and phone numbers.
- Stop! Don’t Send Money – No legitimate business will demand upfront payment or personal details immediately.
Consumers should also be cautious of websites with unusual payment methods like Bitcoin, gift cards, or wire transfers. Checking for “https” in URLs and avoiding sites with misspelled domain names can also help prevent scams.
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Google says it employs a combination of AI tools and human analysts to detect fraudulent activity on Google Maps. The company asserts that fake listings and reviews undermine trust in the platform, harming both consumers and small businesses. If successful, Google plans to donate any damages won from the lawsuit to organizations working to combat online scams.