To :  MS. Gina Cass-Gottlieb ; Chair of the Australian Competition and Consumer Commission
MS. Mel Silva, Managing Director of Google Australia & New Zealand

We, the undersigned, respectfully call on Google Australia and the Australian Competition and Consumer Commission to take immediate action to address the growing problem of fake, misleading, and unverified star ratings and reviews on Google’s Business Profile platform. These reviews can unfairly damage small and medium-sized businesses, mislead consumers, and undermine trust in the online marketplace. Our request is for urgent reforms to ensure that all published ratings and reviews are genuine, verifiable, and resolved promptly when challenged.

1. Introduction

In today’s digital economy, online reviews are often the deciding factor between a business’s success or failure. Google’s Business Profile review platform plays a central role in shaping consumer decisions and influencing public perception.
However, the current review policy does not adequately protect small and medium-sized businesses. It leaves them exposed to fake, misleading, and malicious reviews that can remain visible for extended periods, causing serious reputational and financial harm.

2. Problems with the Current System

2.1 Fake & Misleading Reviews
Any user can post a review without ever having engaged with an Australian business. This enables competitors, disgruntled individuals, or anonymous actors to publish fraudulent reviews with no factual basis.

2.2 Delayed Action by Google
When businesses report suspicious or false reviews, Google’s investigation process is slow, leaving damaging content online for weeks or months. This delay directly impacts search rankings, customer trust, and revenue.

2.3 Lack of Verification & Accountability
There is no requirement for reviewers to confirm they have purchased goods or received services. There is no obligation to explain or justify a star rating, allowing baseless negative ratings that cannot be reasonably disputed.
 
3. Impact on Australian Businesses

• Reputational Damage: A few fake low-star reviews can disproportionately harm a business’s public image.
• Loss of Revenue: Lower ratings reduce search visibility and deter potential customers.
• Consumer Misleading: False reviews misinform consumers, contrary to the Australian Consumer Law (ACL).

4. Requested Policy Changes

We call on Google Australia to implement the following measures:

1. Mandatory Service Verification – Require reviewers to confirm they have purchased goods, received services, or been genuine clients before posting.
2. Mandatory Reason Field – Require reviewers to provide a brief explanation for their rating to add transparency and context.
3. Faster Review Resolution – Commit to a maximum of 5 business days for reviewing and actioning reports of fraudulent reviews.
4. Evidence Requirement for Disputed Reviews – When challenged, reviewers must provide reasonable proof of a transaction or interaction before the review remains published.

5. Legal & Regulatory Basis

• Australian Consumer Law prohibits misleading and deceptive conduct. Allowing fake reviews to remain visible may breach this provision.
• Defamation & Privacy Risks: Anonymous, unverified reviews can contain false statements that damage reputations and may breach privacy principles.
• Fair Trading Principles: Businesses have the right to accurate, transparent representation, free from malicious interference. 

6. Broader Context & Statistics

• 90% of consumers read online reviews before visiting a business.
• 85% trust online reviews as much as personal recommendations.
• With over 400 million small businesses globally relying on digital visibility, review manipulation has global economic consequences.

Small businesses often lack the resources to combat fake reviews effectively. Larger corporations may absorb reputational hits more easily, but for smaller operators, a handful of false reviews can be devastating.

7. Conclusion & Call to Action

We urge Google Australia to immediately update its review policies and the ACCC to investigate Google’s current practices.

These reforms will:

• Protect Australian businesses from malicious actors;
• Ensure consumers have access to genuine, trustworthy feedback; and
• Create a more equitable digital marketplace for Australian businesses.