Scammers blackmail small businesses with fake Google reviews • FRANCE 24 English

Key Concepts

Fake Reviews: Fabricated online reviews, both positive and negative, used for malicious purposes.
Extortion: The practice of obtaining something, especially money, through threats or force.
Digital Marketing & SEO: Services related to promoting businesses online and improving their visibility in search engine results.
Machine Learning: A type of artificial intelligence that allows systems to learn from data and improve their performance without explicit programming.
Marketplace Distortion: The disruption of fair competition and pricing in a market due to artificial factors.

Fake Reviews and Extortion Schemes Targeting Businesses

This video transcript details a growing problem of fake online reviews, particularly on Google, and how these are being used for extortion. The issue is not confined to a single region but is a global phenomenon affecting businesses of all sizes.

The Scam in Northwest France

Problem: Estate agents in northwest France are being blackmailed by scammers who post fake one-star reviews.
Method: Scammers post negative reviews and then demand money from the businesses to remove them.
Example: One estate agent described how they initially pretended to agree to pay, leading the scammers to remove some posts. However, upon refusal to pay, the fake reviews were reinstated.
Scale: Morgan Gedire, another business owner, experienced a flood of 15 one-star reviews from unknown individuals. These reviews were detailed and appeared genuine, making them particularly damaging.

Global Reach of the Scammers

Investigator's Testimony: US investigator Keenan states that the same group of Bangladeshi scammers targeting businesses in France is also active in Paris, Madrid, and Morocco.
Underworld Activity: Keenan highlights that there's a hidden "underworld of nefarious activity" on platforms like Google, including fake positive reviews, fake negative reviews, and extortion.
Dual Business Model: The scammers operate a dual business model:
- Selling fake five-star reviews to boost a business's online reputation.
- Extorting money by posting fake one-star reviews and threatening to keep them up.

Google's Response and Limitations

Dean's Research: Dean, an investigator who has tracked these scams for eight years, has identified thousands of bogus ratings targeting small businesses globally.
Criticism of Google: Dean believes Google is not doing enough to combat these fake reviews, stating that their algorithms should detect suspicious activity but often fail to do so.
Impact: This failure, according to Dean, is "distorting the marketplace globally."
Google's Statement: Google, in an April blog post, claimed that advanced machine learning helped them block over 240 million policy-violating reviews last year, with most being intercepted before publication.
Reality for Businesses: Despite Google's efforts, the individuals interviewed reported that it can take months for fake reviews to be removed, and new ones can quickly appear.

The Impact of Negative Reviews

Consumer Behavior: A study indicates that seeing just one review of three stars or less makes a consumer "half as likely to buy."
Vulnerability: This highlights that not only new and small businesses are vulnerable, but even larger businesses can significantly suffer or thrive based on their Google reviews.

Conclusion

The proliferation of fake online reviews, coupled with extortion schemes, poses a significant threat to businesses worldwide. While platforms like Google are employing advanced technologies to combat this issue, the effectiveness and speed of their interventions are questioned by those directly affected and those investigating these scams. The integrity of online review systems is crucial for consumer trust and fair market competition, and the current situation suggests a persistent and evolving challenge.