Understanding Google's crackdown on fake reviews and how to protect your business reputation
Google is removing reviews at unprecedented rates in 2025 as part of a massive crackdown on fake and manipulated feedback. The search giant has tightened its review policies dramatically, using advanced AI detection systems to identify suspicious activity—and Australian businesses are feeling the impact across hospitality, tradies, healthcare, and retail sectors.
If you've noticed your review count dropping suddenly, you're not alone. Understanding why this is happening and what you can do about it is critical for protecting your online reputation.
Google's review moderation system now uses machine learning algorithms that analyze patterns invisible to the human eye. These systems examine reviewer behaviour, IP addresses, account history, and review timing to identify coordinated fake review campaigns.
The platform flags reviews as suspicious when:
According to recent data, Google removes approximately 98% of detected fake reviews before they ever appear publicly. However, legitimate reviews occasionally get caught in the filter—a frustrating reality for many Australian businesses.
Fake reviews have become a $152 billion global industry, with Australian small businesses increasingly targeted by review manipulation services. A 2024 survey found that 34% of Australian SMEs have experienced suspicious review activity, with hospitality and tradies sectors hit hardest.
Google's response has been proportional: the company now deletes reviews at three times the rate it did in 2023, prioritising accuracy over volume.
Google updated its review guidelines in early 2025 with stricter enforcement around several areas:
Incentivised Reviews Offers or incentives for leaving reviews—even generic ones like "mention this in your review and get 10% off"—now result in automatic removal. Many Australian cafes and boutique retailers have been caught off-guard by this change.
Competitor Sabotage Detection Google's system now identifies patterns consistent with negative review bombing. If a competitor receives an unusual spike of 1-star reviews from new accounts, Google flags and removes them. This protects businesses but requires proof of sabotage to contest removals.
Staff and Family Reviews Reviews from business owners, employees, or their immediate family members are now automatically removed if detected. Google uses address matching, device fingerprinting, and account linking to identify these relationships.
Off-Platform Review Solicitation If you ask customers for reviews via email, SMS, or in-person with a direct link to your Google Business Profile, Google may flag these as incentivised. The key is making the request generic ("please leave us feedback online") rather than directing them to Google specifically.
These policies exist to create a level playing field. A plumbing business in Sydney shouldn't compete against a Melbourne tradie who's paying for fake five-star reviews. For legitimate businesses, stricter moderation is actually beneficial—but only if you understand the rules.
Not all deletions are justified. Here's why legitimate reviews sometimes disappear:
Timing Coincidence: If you ask for reviews after a promotion or event, Google's system may flag the spike as artificial, even if it's organic.
New Customer Accounts: First-time Google reviewers with minimal profile history are scrutinised more heavily. A customer who's never used Google Maps before may have their review removed.
Similar Language: If multiple customers describe your service using similar phrases ("friendly staff," "great value"), the algorithm may interpret this as coordinated activity.
VPN or Shared Networks: Customers reviewing from corporate networks, shared WiFi, or VPNs may trigger suspicious activity flags.
Review Removal Requests: If you've previously requested removal of negative reviews through Google, the platform may scrutinise your account more heavily going forward.
Ask for Reviews the Right Way
Instead of: "Please leave us a 5-star review on Google"
Try: "We'd love your feedback. You can find us on Google Maps and other review platforms."
The second approach is generic enough to avoid triggering incentivisation flags while still encouraging reviews.
Spread Review Requests Over Time
Don't ask your entire customer database for reviews in one week. Stagger requests across 4-6 weeks to avoid artificial spikes that trigger Google's detection systems.
Use Multiple Review Platforms
Relying solely on Google is risky. Encourage reviews on:
This diversifies your reputation and reduces the impact of Google deletions.
Monitor Your Review Activity
Check your Google Business Profile weekly. Look for:
Early detection allows you to respond quickly if there's sabotage or policy violations.
If legitimate reviews are being deleted, you have options:
Appeal Through Google Business Profile: Go to "Reviews" → select the deleted review (if visible in your stats) → request reinstatement.
Report Policy Violations: If you believe reviews were removed in error, contact Google Support through your Business Profile.
Document Everything: Keep records of when you requested reviews, how you requested them, and which reviews disappeared. This evidence supports appeals.
Respond Publicly: When reviews are deleted, respond to the situation in your business description or posts. Transparency builds customer trust.
A popular inner-city café noticed their review count drop from 847 to 743 in three weeks. Investigation revealed they'd launched a "tag us on Instagram for a review entry" campaign. Google interpreted the coordinated spike as incentivised activity. After removing the campaign and waiting 30 days, 18 of the deleted reviews were restored.
A tradie business received 12 five-star reviews in one week after completing a major renovation project. Google's system flagged this as suspicious despite being entirely legitimate. The business appealed, providing project documentation and customer contact details. Google manually reviewed the appeals and restored 10 of the 12 reviews within two weeks.
Google's aggressive review deletion policy isn't going away—it's likely to intensify. Australian businesses need to adapt:
Quality Over Quantity Focus on generating genuine reviews from real customers rather than chasing volume. A business with 50 authentic reviews outperforms one with 200 suspicious ones.
Transparency Builds Trust Be open about your review practices. If customers ask for feedback, explain why (genuine improvement, not manipulation).
Invest in Reputation Management Consider professional tools that help you monitor, manage, and respond to reviews across multiple platforms. This reduces reliance on any single platform and provides early warning of issues.
Stay Informed Google updates its policies regularly. Subscribe to Google Business Profile updates and follow official announcements to stay ahead of changes.
The review landscape is shifting. Businesses that adapt to stricter standards will build stronger, more authentic reputations—and that's ultimately better for everyone.
Google's AI detection systems flag reviews as suspicious based on patterns like new accounts, identical language, or unnatural spikes. Legitimate reviews occasionally get caught in these filters. If this happens, you can request a review through Google Business Profile or contact support to appeal the removal.
Google's machine learning algorithms analyze reviewer behaviour, IP addresses, account history, and review timing. They flag coordinated campaigns involving multiple new accounts, reviewers with no prior activity, identical phrasing, and suspicious timing. Google removes approximately 98% of detected fake reviews before publication.
First, audit your recent reviews for suspicious patterns. Avoid using review manipulation services, as Google actively targets these. Instead, encourage genuine customers to leave honest feedback through legitimate channels like follow-up emails or in-person requests after completing work.
Yes. If legitimate reviews were removed, go to your Google Business Profile, navigate to the Reviews section, and look for options to request a review. You can also contact Google Support directly to appeal removals and explain why reviews should be reinstated.
No. Google actively targets coordinated review campaigns from manipulation services. Using these puts your business at risk of penalties, review deletion, and potential suspension. Focus on organic reviews from real customers instead—it's safer and more effective long-term.
Encourage genuine customer reviews immediately after service. Avoid bulk review requests or identical messaging. Ensure reviewers have legitimate Google accounts with check-in history. Monitor your reviews regularly and report suspicious activity to Google to maintain credibility and protect authentic feedback.
Hospitality, tradies, healthcare, and retail sectors are hit hardest. A 2024 survey found 34% of Australian SMEs experienced suspicious review activity. These industries are common targets for fake review campaigns, making them priority areas for Google's AI detection systems.
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