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Review Platforms Are Cracking Down on Fake Reviews: What Local Businesses Should Know
News | | 5 min read

Review Platforms Are Cracking Down on Fake Reviews: What Local Businesses Should Know

The fight against fake online reviews is intensifying in 2025. Google has expanded its machine learning systems for detecting fraudulent reviews on Google Business Profile, Yelp has increased penalties for businesses caught soliciting fake reviews, and the Federal Trade Commission finalized rules that impose significant fines for fake review activity.

For legitimate local businesses, this crackdown is mostly good news, but there are important things to understand about how it affects you.

What Is Happening

Google’s Expanded Detection

Google has significantly improved its ability to detect and remove fake reviews on Google Business Profile. The company reported removing over 170 million fake reviews in the past year, a substantial increase from previous years. Google’s systems now flag reviews based on patterns including reviewer behavior, geographic inconsistencies, and linguistic analysis.

Notably, Google has begun removing reviews more aggressively from accounts that show suspicious patterns, even if individual reviews appear legitimate. This means businesses that purchased fake reviews in the past may see large batches of reviews disappear at once.

FTC’s New Rules

The FTC’s rule on fake reviews, which was finalized in late 2024, is now being actively enforced. The rule prohibits:

  • Purchasing or creating fake reviews
  • Paying for reviews without proper disclosure
  • Using insider reviews (employees, owners) without disclosure
  • Suppressing negative reviews through intimidation
  • Selling or buying fake social media followers or engagement

Penalties can reach up to $50,000 per violation.

Yelp’s Updated Enforcement

Yelp has added more prominent “Consumer Alert” badges to business profiles where it detects review manipulation. The platform has also expanded its reporting of businesses to the FTC for fake review activity.

If you have ever purchased fake reviews, even years ago, consider this a warning. The detection systems are catching up, and the legal consequences have become real. Stop the practice immediately if it is ongoing.

How This Affects Legitimate Businesses

The crackdown creates both opportunities and risks for honest businesses:

Opportunities:

  • Competitors who relied on fake reviews will lose that artificial advantage
  • Genuine review profiles become more valuable as fake reviews are purged
  • Consumers will have more confidence in reviews, making your real reviews more influential

Risks:

  • Legitimate reviews sometimes get caught in automated filters, especially if a surge of real reviews happens quickly
  • Competitors may attempt to leave fake negative reviews on your profile
  • Review solicitation practices need to comply with stricter guidelines

What You Should Do

Build a Systematic Review Collection Process

The best defense against both fake competition and lost reviews is a consistent, legitimate process for asking happy customers to leave reviews. The most effective approach is simple: ask customers for a review shortly after a positive interaction, and make it easy by providing a direct link.

Monitor Your Reviews Regularly

Check your Google Business Profile, Yelp, and other relevant review platforms at least weekly. Respond to all reviews, positive and negative. Flag reviews you believe are fake through the platform’s reporting tools.

If you use a CRM like SMBcrm, you can build review requests into your customer follow-up workflow so no happy customer falls through the cracks.

Document Everything

Keep records of your review solicitation practices. If you are ever questioned about your reviews, being able to demonstrate a legitimate, consistent process protects you.

Never Offer Incentives for Reviews

Offering discounts, gifts, or other incentives in exchange for reviews violates the terms of virtually every review platform and now carries potential FTC penalties. You can ask for reviews, but you cannot pay for them.

The Long Game

The fake review crackdown levels the playing field for businesses that compete honestly. If you have built your reputation on genuine customer experiences and real reviews, you are in a stronger position than ever. Stay the course, keep collecting authentic feedback, and let the enforcement actions clear out the noise.