Fake reviews
Black hat. Against Google’s spam policies. Risks a manual action or a ranking drop. White, grey and black hat SEO compared
What are fake reviews?
Fake reviews are reviews that do not reflect a genuine customer’s real experience: reviews written by the business, its staff or friends, bought from review sellers, generated by AI, posted by people who never used the business, or negative reviews planted on a competitor. They violate Google’s policies.
Google’s review policies prohibit fake engagement and reviews from people with a conflict of interest.
In the US, fake reviews are also illegal under the FTC’s Trade Regulation Rule on the Use of Consumer Reviews and Testimonials, which took effect on 21 October 2024. It bans fake reviews and testimonials (including AI-generated ones), buying positive or negative reviews, undisclosed reviews by insiders, company-controlled “independent” review sites, suppressing reviews through threats, and buying fake social media indicators such as followers. The FTC can seek civil penalties against knowing violators.
Why fake reviews matter for SEO
Reviews influence both local rankings and customers’ choices, which is why some businesses are tempted to fake them. Google uses automated systems and human review to detect fake reviews, and removes large numbers every year.
The white hat alternative is to earn genuine online reviews by asking every customer, without incentives, and replying to what they say.
Risks of fake reviews
- Legal risk in the US: the FTC’s rule on consumer reviews, in force since 21 October 2024, bans buying or selling fake reviews and lets the FTC seek civil penalties for each knowing violation.
- Legal risk elsewhere, such as the UK, where the Digital Markets, Competition and Consumers Act 2024 banned commissioning or publishing fake reviews from April 2025.
- Google removing the reviews and, in some cases, blocking new reviews or showing a warning on the profile that fake reviews were detected.
- Suspension of the Google Business Profile for repeated violations.
- Lasting reputational damage when customers, journalists or competitors expose the fake reviews.
How to spot fake reviews
- Look for bursts: many five-star reviews in a few days after months of silence.
- Check reviewer profiles: brand-new accounts, no photo, or reviews for businesses in many distant cities.
- Watch for generic wording that could describe any business, or very similar phrasing across reviews.
- If a competitor appears to use fake reviews, report them through Google Maps’ review reporting or the business redressal form.
- If your own profile is targeted with fake negative reviews, flag each one, keep records, and reply calmly and factually.
- If someone in your business bought reviews, stop, ask Google to remove them, and do not hire any “reputation” service that offers to post reviews.
Fake reviews example
What it looks like: a new café gets 40 five-star Google reviews in one week, most from accounts with no other reviews, each saying “Amazing service, highly recommend!” with no detail about the food. This is the pattern Google’s systems and competitors look for.
Fake reviews FAQ
Are fake reviews illegal?
In the US, yes: the FTC’s rule on consumer reviews, effective October 2024, bans buying, selling and writing fake reviews, with civil penalties for knowing violations. The UK and EU also have laws against them.
Can Google detect fake reviews?
Google uses automated systems and human reviewers to detect policy-violating reviews and removes many before they are published. It is not perfect, so you can also report suspected fake reviews.
Can I ask friends and family to review my business?
No, unless they are genuine customers, and even then Google’s policies flag conflicts of interest. Reviews from employees or relatives are not allowed.
Related SEO terms
Review gatingBlack hat
Review gating is asking customers how they feel first and only sending happy ones to leave public reviews. It breaks Google’s review policies.
Online reviews are customer ratings and comments on platforms such as Google, Yelp and Trustpilot. They shape local rankings and buying decisions.
Review response rate is the share of customer reviews a business has replied to. Replies show customers you listen and help manage your reputation.
Google Business Profile is Google’s free listing for local businesses, shown in Maps and the local pack with hours, reviews, photos and directions.
Black hat SEOBlack hat
Black hat SEO is the use of tactics that break search engines’ spam policies, such as paid links, cloaking or keyword stuffing, to rank faster.
Google’s spam policies list the practices that can get a site demoted or removed from Google Search, from cloaking and link spam to scaled content abuse.