Buying Google reviews – why you should NOT do it?

The fact is that reviews matter greatly — as many as 83% of customers check reviews before making a purchase decision (source: wisernotify). What’s more, 88% of people rely on reviews when looking for a local business to use (source: wisernotify). That’s a significant percentage, clearly showing why positive reviews are so important. But does that mean buying Google reviews is a quick way to earn customer trust?

At first glance, buying reviews may seem like an easy solution, because after all, “What could go wrong? We’ll buy hundreds of positive reviews and immediately get ahead of the competition. Customers will be more likely to choose our company!” Just a few clicks and it’s done — online reputation grows, and Google Maps ranking improves. Sounds tempting, right? The problem is that if it were really that simple, every business online would have only positive reviews and nothing would set them apart.

Google has prepared for review-related abuses and clearly stated in its policy which actions are against the rules of collecting reviews. These include:

• Fake engagement (Astroturfing) – reviews not based on real experiences,
• Paid or incentivized content – reviews in exchange for money, discounts, or products,
• Altering reviews in exchange for benefits – posting a positive review after being asked to remove a negative one,
• Reviews from multiple accounts – manipulating ratings using different accounts,
• Artificial tools – using emulators or techniques that mimic genuine user activity,
• Conflict of interest – reviews from people with a personal or financial interest in giving a positive rating,
• Misleading content – false descriptions or ratings inconsistent with reality.

You can find the full policy here: https://support.google.com/product-documentation/answer/10115141?hl=en

Google is increasingly thorough in verifying reviews on business profiles and consistently responds to actions that violate its policies. Contrary to what some may think, the list of potential consequences is quite long, clearly showing that it’s better to collect reviews ethically rather than look for shortcuts.

Legal consequences and financial penalties

Financial consequences are among the most severe penalties for buying reviews. In the very first line of its statement on fake reviews, UOKiK emphasizes that buying fake reviews or commissioning others to write them is against the law — it constitutes an act of unfair competition, violating Articles 14 and 16(1)(4) of the Act on Combating Unfair Competition.

Moreover, not only buying but also offering reviews for money is illegal. In 2024, several companies engaged in writing paid reviews on various platforms were fined by UOKiK. Details can be found here: https://uokik.gov.pl/falszywe-opinie-stop

Loss of reputation

Put yourself in the shoes of a potential customer — would you trust a company that was penalized for acquiring reviews illegally? Or one where it’s obvious at first glance that the reviews are fake?

Buying positive reviews can very quickly undermine customer trust — and rebuilding it is extremely difficult. Meanwhile, reviews based on genuine experiences provide real value to users and help them make purchasing decisions. Deceiving customers in this way not only breaks the law but is also unethical — both towards them and towards fair competition.

Drop in visibility on Google Maps

It may seem that purchasing a large number of positive reviews will help you outrank competitors, but the reality is very different. If Google detects dishonest practices, it may lower your business ranking on Maps, reducing visibility in search results.

Removal of purchased reviews

Acquiring reviews may be easy, but losing them doesn’t take much either. Fake reviews can be deleted by Google, meaning you’ll lose both the money spent and the reviews themselves.

Restriction on adding new reviews

As a penalty, Google may restrict the ability to collect new reviews on your profile. As a result, you won’t be able to gain reviews even in a fully legitimate way — so it’s worth thinking twice before buying them.

Suspension or removal of your Google Business Profile

In extreme cases, your profile may be suspended or completely removed, depriving you of one of the most important marketing tools for local businesses.

Fake reviews can be identified by several characteristic signs. They are often overly flattering but lack specific details about the product or service. They may appear suddenly, in large numbers, within a short period of time, which raises suspicion that they are artificially generated.

It’s also worth paying attention to the profiles they come from. Fake reviews may be posted by new, anonymous accounts or accounts with no activity history. Often, the same keywords, phrases, or patterns are repeated in these reviews.

Recommendation marketing is an effective and, above all, ethical alternative to buying reviews, allowing you to build customer trust in a legal way. It’s worth noting that as many as 68% of people leave a review for a local business only after being asked to do so (source: wisernotify). Therefore, encouraging customers to share their experiences — for example, via email, SMS, or even in direct conversation — can significantly increase the number of authentic reviews.

This approach not only strengthens the credibility of your business but also provides valuable feedback for potential customers. You can find more ideas for collecting positive reviews in our post: How to Get More Reviews on Your Google Business Profile?

Buying positive reviews may seem like a quick way to improve your image and get ahead of the competition, but in reality, it is risky, unethical, and against Google’s policies. As a result, it can lead to financial penalties, loss of customer trust, decreased visibility in search results, and even suspension of your profile. A safe and effective alternative is encouraging customers to share their authentic experiences. This builds credibility and provides real value for potential clients.

If you have any questions, feel free to contact me at: [email protected]!