Google removes a review only when it breaks its content policies, for example a fake review, spam or a conflict of interest. Report it from your Business Profile, then track it and, if Google keeps it, appeal once in the Reviews Management Tool. A real customer's negative review stays up, so reply to it instead.
What Google removes and what it does not
Google's Maps user-generated content policy lists what is not allowed. For reviews, the usual cases are:
- Fake content: Google says contributions should reflect a genuine experience at the place.
- Conflicts of interest, such as a review from a competitor, a current or former employee, or the owner.
- Incentivised reviews that were posted in exchange for payment, discounts or free goods.
- Harassment, hate speech, personal information and off-topic rants.
How the rules apply to four reviews (all fictional):
- "Rude staff, waited 40 minutes." A real visit, described honestly. Google keeps it, so reply instead.
- Five 1-star reviews in one evening from accounts with no matching visit, each praising the same rival: likely spam or a conflict of interest. Report each one.
- A 5-star review from your own receptionist: a conflict of interest. Ask her to delete it.
- A review that names a staff member and posts her phone number: personal information. Report it.
Report the review from your profile
Before you report, check your records. A customer you cannot remember is not proof of a fake review. If the review does break a policy:
- Go to your Business Profile.
- Select Read reviews.
- Next to the review, select the report option.
- Choose the reason that fits, such as spam or profanity.
- Select Send report.
Google says evaluating a report typically takes several days.
Track the report and appeal
Google's Reviews Management Tool shows the status of reviews you reported:
- Decision pending: the review is flagged but not yet evaluated.
- Report reviewed - no policy violation: Google kept the review, and you can appeal.
- Escalated - check your email for updates: your appeal was submitted.
- To appeal, open the Reviews Management Tool and select your business.
- Choose to check the status of a review you reported previously, then select Continue.
- Select Appeal eligible reviews. Google lets you pick up to 10 reviews at a time.
- Complete the appeal form and submit it.
Google says the appeal is one-time, so include your strongest evidence, and that a decision takes up to 5 business days. Google emails you the result. If the review breaks its policies, it is removed. If it does not, it stays live.
A wave of bad reviews and a demand for money
Google describes a scam where a profile suddenly gets many 1-star and 2-star reviews, then someone demands money, goods or services to remove them. Google says not to engage or pay. Gather evidence, including screenshots of the demands, and send it through Google's merchant extortion report form.
Content that may break the law
Google has a separate legal route, through its Legal Help pages, for content you believe breaks the law or your rights. This guide does not give legal advice.
Reply while the report is pending
The review stays visible until Google decides. Post a short, calm reply meanwhile: say you cannot find a matching visit and invite the person to contact you.
Common problems
- Google kept a review I reported. What now?
- If the status says no policy violation, appeal in the Reviews Management Tool. If the appeal fails, the review stays, so reply to it publicly.
- Can I pay someone to remove a review?
- No. Only Google can remove a review, and only when it breaks Google's policies.
- Can I offer the customer a discount to change their review?
- No. Google's policy counts reviews changed or removed in exchange for an incentive as rating manipulation.
- Should I report every negative review?
- No. Report reviews that break a specific policy, and reply to the rest.
Answer every review while Google decides
With Reach
Reports and appeals happen on Google. The part that repeats is the reply: Reach collects your Google reviews in one inbox, shows which ones still have no reply, and drafts a calm reply you confirm before it posts.