A Google Review Contains a Link or Promotes Another Business: Is It Spam?

If a Google review includes a website link, phone number, email address or social media handle, or exists mainly to advertise another business, it likely breaks Google's advertising and solicitation rules for Maps content. Report it through your Business Profile and select the closest reason, such as Spam. An honest review that simply mentions a competitor is usually allowed, so check which case you have first.

What Google's policy actually says

Reviews on Google Maps and Business Profiles fall under Google's Maps user-generated content policy on prohibited and restricted content. Three parts of it matter for this situation.

• Advertising and solicitation. The policy does not allow "promotional or commercial content" and does not allow posting "email addresses, phone numbers, social media links, or links to other websites" in reviews.
• Conflict of interest. The policy prohibits content with a conflict of interest, including current or former employment, contractual or professional relationships, and posting content on a competitor's place to undermine that business's reputation.
• Fake engagement and off-topic content. Content must be based on a real experience at the location. Reviews that were paid for, posted from multiple accounts by one person, or that contain general commentary or rants are not allowed.

Note what is missing: the policy does not say that mentioning another business by name is a violation. The test is whether the review is promotional, contains contact details or links, or comes from someone with a conflict of interest. For a wider overview of what qualifies, see our guide to what violates Google's review policy and what doesn't.

Spam, promotion or honest comparison? How to tell

Most reviews that mention another business fall into one of four patterns. Sorting the review you are looking at into one of them tells you whether a report is worth filing.

Signals that point toward promotion rather than a real experience:

• The text gives no detail about a visit, purchase or service at your location.
• It contains a call to action aimed at another business: a phone number, a discount, "book at", "visit".
• The reviewer's public profile shows similar reviews on other businesses that all point to the same company.
• The same wording or link appears in reviews on several profiles in your area.

Signals that point toward an honest comparison: specific details of what happened, a date or order that matches your records, and a mention of the competitor only as context. If the review is merely unflattering, it stays. Negative feedback alone is not a reason Google removes a review.

If you suspect a coordinated campaign of fake negative reviews from a rival, rather than one promotional post, read what to do if a competitor leaves fake reviews, which covers that scenario in depth.

Collect evidence before you report

Google's report form is short, so the evidence mostly helps you later, in an appeal or if the problem repeats. Spend ten minutes on it before you flag anything.

1. Screenshot the review with the reviewer name, date, star rating and full text visible. Reviews can be edited, and a link may be removed before Google looks at it.
2. Copy the review's link if your interface offers a share option, and note the date you saw it.
3. Look at the reviewer's public profile and screenshot any other reviews that promote the same business or repeat the same link. Only record what is publicly visible.
4. Check your own records for a matching customer, order or appointment. Keep that result internal; do not post it.
5. Do not open unknown links from the review on a work computer. You do not need to visit a link to report that it is there.

Keep the evidence in one folder per review. If the same pattern appears again, you will have a clear timeline.

How to report the review to Google

Google's help page on reporting inappropriate reviews on your Business Profile describes two routes. Menu labels change, so check that page for the current path.

1. From your Business Profile: open your profile, choose to read reviews, select Report next to the review, choose the reason and send the report.
2. From the Reviews Management Tool: select your business, choose to report a new review for removal, select Report next to the review, choose a reason and submit. This route also shows the status of your reports.

Pick the reason that matches the real problem. For a link, phone number or ad, that is usually Spam or the closest advertising option offered. For a review from a competitor's staff, choose the conflict of interest option if it is shown. Do not choose an unrelated reason to increase your chances, and do not ask staff or friends to flag the same review repeatedly. One accurate report is what the process is built for.

If you want a second opinion on whether a specific review is likely to qualify before you report it, our free review removal check walks you through the policy categories.

After you report: status, timing and appeals

In the Reviews Management Tool, Google shows statuses such as "Decision pending", "Report reviewed - no policy violation" and "Escalated - check your email for updates." Google's help page says that review evaluation typically takes several days. Our article on how long Google takes to check a reported review covers what to do while you wait.

If the result is "no policy violation" and you still believe the review breaks the rules, the same help page describes a one-time appeal through the Reviews Management Tool. Use your evidence here: a short, factual explanation that the review contains a link to another website, or that the reviewer's profile shows the same promotion on other businesses. See how to appeal when Google keeps a review you reported for wording tips.

Google makes the final decision. If the review stays, it stays; nobody outside Google can remove it for you.

Should you reply publicly?

A reply is optional for obvious link spam, but it can help when the review sits near the top of your profile. Keep it short and neutral. Do not repeat the link or the other business's name, do not accuse anyone of being a competitor, and never post details about who you think the reviewer is.

Example (illustrative): "Thank you for taking the time to post. We couldn't find a visit or order that matches this review. If you were a customer and something went wrong, please contact [manager's email] so we can look into it. We have reported this review to Google for review under its content policy."

For an honest comparison, reply as you would to any critical review: acknowledge the point, explain what you have changed, and invite the customer back.

Example (illustrative): "Hi [Name], thanks for the honest feedback about the wait time. We've added a second technician on Saturdays to shorten it. We'd be glad to see you again, and you can reach [manager's name] directly at [phone number] if you'd like to talk it through."

What the FTC rule does and doesn't cover

The FTC's Consumer Reviews and Testimonials Rule, according to the FTC's questions and answers on the rule, went into effect on October 21, 2024. It is useful context, but it is not a removal tool for Google reviews.

• 16 CFR 465.2 prohibits businesses from creating, buying, selling or disseminating reviews that misrepresent that the reviewer exists, that the reviewer had experience with the business, or what that experience was.
• 16 CFR 465.7 prohibits using unfounded legal threats, intimidation or false accusations to get a review removed or prevented.

Two practical consequences. First, do not threaten the reviewer, even if you are sure the review is promotional; report it to Google instead. Second, make sure your own team never posts ads or comparisons on competitors' profiles. That would violate Google's conflict of interest rule and could raise issues under the FTC rule.

If you display reviews on your own website, 465.7 also describes when a business may withhold reviews: when the criteria are applied equally to all reviews regardless of sentiment, for example content the business reasonably believes is fake or content wholly unrelated to its products or services. A written, consistent moderation rule for links and unrelated promotion fits that idea; check the current text of the rule for your case. This article is general information, not legal advice; consult a qualified lawyer in your jurisdiction about your specific situation.

Prevent repeats

• Set up alerts for new reviews so promotional posts are caught within a day, not weeks later.
• Keep a simple log: date, reviewer name, what was reported, reason chosen, outcome.
• If the same link or business appears across several profiles in your area, note it in your appeal. A pattern is stronger evidence than a single review.
• Keep asking real customers for reviews in a policy-safe way. A steady flow of genuine reviews makes a single spam post far less visible.