What Google removes
- Fake reviews and spam: the person never came, several reviews from one author under different accounts, copy-pasted reviews.
- Conflicts of interest: a review from a competitor, a former employee or someone paid to write it.
- Off-topic: a review about politics, another business or another place.
- Insults, harassment, hate speech against you or your staff.
- Personal information: an employee's full name with accusations, a phone number, an address.
- Illegal or sexually explicit content.
Google does not remove a review because it is negative, unfair in your eyes, or because you can't find the customer in your records. A one-star review with no text also stays, unless it is part of a wave of fake reviews.
Report a review, step by step
From Google Maps (phone or computer)
- Open your business in Google Maps, Reviews tab.
- On the review, tap the three dots, then Report review.
- Pick the matching reason (off-topic, spam, conflict of interest, offensive…) and send.
From your Business Profile
- Signed into the account that manages the profile, search your business name on Google: your profile shows with its tools.
- Open Reviews, then the three dots on the review, Report review.
Track the request and appeal
Google has a review management tool (linked from the help page "Manage reported reviews"). Pick your business to see each reported review and its status (decision pending, no policy violation, or escalated after an appeal). If a request is refused, you can appeal once per review: add concrete evidence (screenshots, dates, proof the person is not a customer).
Defamatory or illegal reviews
If a review accuses you of an offence or harms your reputation with false facts, report it first as above. If Google leaves it up, use Google's legal removal request (legal help pages), explaining exactly what is false. In the European Union, this form is also how you report illegal content.
Time limits for legal action can be short (three months from publication for defamation in France). Keep dated screenshots and see a local lawyer quickly if you are considering it.
What never to do
- Pay a company that promises to remove reviews: it has no other access than you.
- Reply in anger or threaten the author: your reply stays visible for years.
- Offer a discount for removing the review: it is against Google's rules.
- Bury the review under fake positive ones: Google detects them, removes them in bulk and can penalise the profile.
What to reply meanwhile
A calm reply reassures future customers more than it speaks to the author. Keep it short, factual, and offer to continue in private:
Hello, we can't find any visit matching your description on that date. If you did come to us, we would like to understand what happened: write to us at contact@… or call us, and we will answer you personally.
Need help with the wording? Our free review reply tool suggests a reply in seconds. And the best cure for an unfair review is many more reviews: see how to get more Google reviews.